Strategi Pemasaran Usaha Coffee Shop Menggunakan Analisis SWOT dan Quantitative Strategic Planning Matrix (QSPM)
DOI:
https://doi.org/10.29313/bcsies.v6i1.23559Keywords:
Strategi Pemasaran, Social Media Marketing, QSPMAbstract
Abstract. The increasingly intense competition in the coffee shop business, particularly in online markets, requires firms to adopt adaptive and analytically driven marketing strategies. This study aims to design an appropriate marketing strategy for Black Khozie Coffee by integrating Social Media Marketing (SMM). A quantitative research approach was employed, using primary data collected through consumer questionnaires and secondary data from relevant literature. Data analysis was conducted sequentially using the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal–External (IE) Matrix, SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM). The results indicate that Black Khozie Coffee achieved an internal factor score of 3.4 and an external factor score of 3.2, positioning the firm in Quadrant I (grow and build). The SWOT analysis generated four alternative marketing strategies, which were further evaluated using QSPM. The findings reveal that the most prioritized strategy is maintaining business existence and consumer trust by following market trends and optimizing the use of social media. This study highlights that the integration of SWOT and QSPM within an SMM framework provides an objective and practical basis for developing sustainable marketing strategies in the coffee shop industry.
Abstrak. Persaingan bisnis coffee shop yang semakin ketat, khususnya pada media online, menuntut pelaku usaha untuk merancang strategi pemasaran yang adaptif dan berbasis analisis strategis. Penelitian ini bertujuan untuk merancang strategi pemasaran yang tepat bagi Black Khozie Coffee melalui pendekatan Social Media Marketing (SMM). Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data primer melalui kuesioner konsumen serta data sekunder dari literatur terkait. Analisis data dilakukan secara bertahap menggunakan Matriks Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Matriks Internal–External (IE), analisis SWOT, dan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa nilai faktor internal sebesar 3,4 dan faktor eksternal sebesar 3,2, yang menempatkan Black Khozie Coffee pada Kuadran I (grow and build). Analisis SWOT menghasilkan empat alternatif strategi pemasaran, yang selanjutnya dievaluasi menggunakan QSPM. Hasil QSPM menunjukkan bahwa strategi prioritas adalah mempertahankan eksistensi dan kepercayaan konsumen dengan mengikuti tren serta mengoptimalkan pemanfaatan media sosial. Penelitian ini menegaskan bahwa integrasi analisis SWOT dan QSPM dalam konteks SMM mampu menghasilkan strategi pemasaran yang objektif dan aplikatif dalam mendukung keberlanjutan usaha coffee shop di tengah persaingan digital.
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