Strategi Pemasaran Dalam Mempertahankan Bisnis Umkm Di Kecamatan Johan Pahlawan Kabupaten Aceh Barat (Studi Kasus Chaplin Coffee Shop)

Abstract

The main problem in this thesis is that Chaplin Coffee shop has experienced a decrease in turnover due to the number of similar businesses. The purpose of this study is to find out how the marketing strategy is in maintaining the MSME business with the SWOT method. The type of research used is field research which is descriptive qualitative. The data analysis techniques used are the IFAS (Internal Factor Analysis Summary) matrix, the EFAS (External Factor Analysis Summary) matrix, and the IE (External Internal) matrix. This study shows that swot matrix analysis in internal conditions of Chaplin Coffee Shop has greater strength compared to weakness factors, in external conditions Chaplin Coffee Shop has a greater chance compared to threat factors and the analysis of Matrix IE (Internal External) is in quadrant I (Opportunity-strength), so that the marketing strategy used in Chaplin Coffee Shop has been.