STRATEGI PEMASARAN USAHA KOPI DI IDDA COFFE TUTUR KECAMATAN TUTUR KABUPATEN PASURUAN

The increasing consumption of coffee in today's society has an impact on the competition in shops or cafes that do sell coffee, every business actor in each business category is required to have sensitivity to any changes or innovations that occur and place an orientation to customer satisfaction as the main goal. The purpose of this research is to formulate an alternative marketing strategy for the coffee business at Idda Coffee. The research location was deliberately determined at Idda Coffe Tutur. The research method uses IFE matrix analysis, EFE matrix, and SWOT analysis. The results of the research show that the results of the IFE matrix analysis obtained a score for the strength factor of 2.37 and a score of 1.27 for the weakness factor. In the EFE matrix analysis, the score for the opportunity factor is 2.11, and the threat factor score is 1.57. Based on the results of the SWOT matrix analysis, Idda Coffe Tutur's business is in quadrant I, where alternative strategies that can be used are: Expanding the marketing area by conducting intensive promotions; Adding coffee cultivation land or partner farmers; and Educate the public about how to consume coffee that is good for health.