Analisis strategi pemasaran untuk meningkatkan daya saing pada bisnis kafe di kota bukittinggi (studi kasus kafe kopigo bukittinggi)
This thesis is entitled "Marketing Strategy Analysis to Increase Competitiveness in Cafe Business in Bukittinggi City (Case Study of Kopigo Cafe Bukittinggi)" compiled by Nadya Velysa, Nim 3721155, Sharia Business Management study program, Syech M. Djamil Djambek State Islamic University Bukittinggi under the guidance of Ibuk Era Sonita, M.Si. This research is motivated by several factors, namely the increasing number of cafes emerging in Bukittinggi City, coffee consumption trends, and business competition in Bukittinggi City, especially for Kopigo cafes. The purpose of this study is to analyze the right marketing strategy for Kopigo cafes so that they can compete in the market and increase customer attraction based on SWOT analysis and Marketing MIX 7P in order to increase customer satisfaction, loyalty and competitiveness in the market. This type of research is qualitative research. The primary data source is from Kopigo cafe. Secondary data in this study consists of organizational structure, documents, reports and other books related to this study. The collected data were then analyzed using descriptive methods. The data collection methods used in this study were interview, observation and documentation methods. The results of this study are based on the Kopigo cafe's Marketing MIX 7P, showing that this business has a fairly effective product strategy process, strategic location, and social media-based marketing strategy. Based on the Kopigo cafe's SWOT analysis, it shows that the Kopigo cafe has great potential to grow and compete in the coffee industry. With main strengths such as strategic location, distinctive coffee flavors, competitive prices and a variety of menus, the Kopigo cafe can take advantage of existing opportunities. However, there are several weaknesses that need to be fixed, such as the lack of direct promotion and limited parking areas so as not to become obstacles in attracting customers. to face competition and increase competitiveness, Kopigo cafe should implement SO (Strength-Opportunities) strategy, namely by improving service, maintaining friendliness, optimizing coffee taste, and utilizing strategic location and coffee trends to attract more customers. In conclusion, Kopigo Cafe has great potential to continue to grow by utilizing its advantages, such as strategic location, distinctive coffee taste, competitive prices, and attractive product variations. The recommended strategy is to develop a new menu that suits changing market tastes, and increase direct promotion to strengthen competitiveness, considering the threat of increasingly tight competition.