Muhammad, Najib (2026) ANALISIS STRATEGI PENGEMBANGAN USAHA KEDAI KOPI ENIGMA DI KECAMATAN SETU KABUPATEN BEKASI. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
The development of coffee shops has become a very promising business venture, becoming an increasingly popular business trend. One of the coffee shops located in Setu District, Bekasi Regency is the Enigma coffee shop. This study aims to (1) determine the position of the Enigma coffee shop in Setu District, Bekasi Regency, based on the BCG Matri, and (2) analyze optimal strategic alternatives to be implemented at the Enigma coffee shop in Setu District, Bekasi Regency, based on the BCG Matrix. The method used is a case study with a descriptive approach. The results of the study indicate that in the BCG Matrix, the Enigma coffee shop's main coffee beverage product is in the Cash Cow quadrant, where the PPR value is higher than that of its competitor, TF Coffee. Optimal strategic alternatives include: a) product development strategy and b) product diversification strategy.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Lutfiadi, Ridwan 0009115107 UNSPECIFIED Listiyowati, Esi Asyani 0408099302 |
| Keywords / Kata Kunci: | bisnis, kedai kopi, matrik BCG |
| Subjects: | Manajemen Pemasaran Manajemen Analisis Kelayakan Bisnis |
| Faculty: | Fakultas Pertanian > Agribisnis S1 |
| Depositing User: | Mr. Muhammad Najib |
| Date Deposited: | 23 Oct 2026 07:28 |
| Last Modified: | 23 Oct 2026 07:28 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10848 |
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