ANALISIS STRATEGI PEMASARAN PADA USAHA KULINER UMKM PADA BREW ANDY COFFEE DI KOTA BANDAR LAMPUNG

Abstract

Marketing strategy is one part that can be realized in a targeted plan in the marketing field in order to get optimal results and become something that is very important and influential for a business. If business actors do not have their own marketing strategy, it can affect the decline in consumer purchasing power. Brew Andy Coffee is a coffee shop that was established in mid-2023 which is located at a gas station in Sukamaju, Bandar Lampung City. This shop has a fairly varied coffee and non-coffee menu and has a strategic layout that is easy to reach. Based on interviews with the owner, Brew Andy Coffee has a fairly convincing marketing strategy, such as promotions using social media, joining online motorcycle taxi applications to offering products in the form of one-liter bottles. The gas station environment also helps Brew Andy Coffee in promoting its brand and products. This paper aims to evaluate and provide strategy development for Brew Andy Coffee UMKM using SWOT analysis techniques. The data used in this study were obtained through observations and interviews with the owners of UMKM. Based on the SWOT analysis that has been carried out, several strategic recommendations are obtained which can be implemented by Brew Andy Coffee, which includes increasing social media content, maintaining relationships with regular customers, and starting to provide product variation or diversification