Strategi Pemasaran Andji Coffee pada Era Pandemi Covid19

Abstract

This research focuses on "Marketing Strategy at Andji Coffee during the Covid19 Pandemic Era", Andji Coffee was founded during the pandemic, although consumers who come to Andji Coffee can be considered to have a pretty good percentage. Judging from the visit data, it is known that in October 2021 the number of visits to Andji Coffee reached 1,265, November 1,748 and December 1,808. It can be concluded that the number of consumer visits for 3 months increased. Meanwhile, in January 2022, the number of visits began to decrease slightly from the previous month, namely 1,713 and February 1,637. then we need the right marketing strategy for Andji Coffee in the era of the covid 19 pandemic. The data collection methods for this research were observation interviews, documentation, questionnaires and using the EFAS-IFAS SWOT analysis technique to describe Andji Coffee's external and internal factors. Based on the results of this study through a SWOT analysis and an Internal External matrix, the IFAS score of 3.00 and EFAS of 3.38 as shown in Figure 4.1 can be seen, it can be seen that Andji Coffee's position is in a growth position which means that development is in a strong competitive position which is expected to growing rapidly, so it can be concluded that the right marketing strategy for Andji Coffee is aGrowth Strategy. As for some suggestions that can be submitted so as to improve quality and be able to compete, namely: Providing photo spots for selfies, Holding events such as live music every weekend to attract customers with contemporary lifestyles, Improving service quality in order to increase the number of customer visits so as to increase the number of customer visits. income opportunity for Andji Coffee