RISKI, OKTA PRASETYA (2025) STRATEGI PENGEMBANGAN PEMASARAN DI SATE TAICHAN KANGMUS JEMBER MENGGUNAKAN ANALISIS SWOT. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study aims to examine the marketing strategy implemented by Sate Taichan KangMus Jember using the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). The data used in this research includes both primary and secondary data. The research approach is quantitative, with data collection techniques comprising observation, interviews, questionnaires, documentation, and literature review. The respondents in this study consist of the business owner and customers of Sate Taichan KangMus Jember. Data analysis was conducted using the IFAS, EFAS, and SWOT matrices. Based on the analysis results, the marketing strategy employed by Sate Taichan KangMus Jember falls under the aggressive strategy category. This is evident from the high scores in the strength and opportunity aspects of the SWOT matrix, indicating that this business has strong potential to dominate the market in the Jember area. Keywords: Strength, Weakness, Opportunity, Threats, and Marketing Strategy.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:34 |
| Last Modified: | 17 Apr 2026 09:34 |
| URI: | http://repo.itsm.ac.id/id/eprint/1757 |
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