?url_ver=Z39.88-2004&rft_id=2114231011&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+PEMASARAN+KOPI+BUBUK+ANJOSIA%0D%0A(Studi+Kasus+di+Anjosia+Coffee%2C+Kecamatan+Kemiling%2C+Kota+Bandar%0D%0ALampung)&rft.creator=Emerson+Suta+%2C+Wijaya+&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=Anjosia+Coffee+merupakan+UMKM+yang+bergerak+di+industri+pengolahan+kopi%2C%0D%0Ayang+berlokasi+di+Kecamatan+Kemiling%2C+Kota+Bandar+Lampung.+Anjosia+Coffee%0D%0Apada+saat+ini+menghadapi+tantangan+yaitu+harga+bahan+baku+biji+kopi+yang+sangat%0D%0Atinggi+serta+tantangan+pemasaran+seperti+penjualan+yang+tidak+stabil+dan+promosi%0D%0Ayang+belum+optimal.+Tujuan+dari+penelitian+ini+adalah+untuk+mengidentifikasi+faktor%0D%0Ainternal+dan+eksternal%2C+serta+merumuskan+strategi+pemasaran+kopi+bubuk+Anjosia.%0D%0AMetode+yang+digunakan+dalam+penelitian+ini+adalah+metode+deskriptif.+Data+dalam%0D%0Apenelitian+ini+dianalisis+menggunakan+analisis+IFAS%2C+EFAS%2C+SWOT%2C+Grand%0D%0AStrategy%2C+dan+QSPM.+Berdasarkan+hasil+analisis+IFAS+dan+EFAS%2C+masing+masing%0D%0Aanalisis+medapatkan+nilai+yaitu+1%2C56+dan+1%2C65+sehingga+dapat+diketahui+posisi+dalam%0D%0Aanalisis+berada+pada+kuadran+I.+Strategi+yang+harus+diterapkan+dalam+posisi+ini%0D%0Aadalah+mendukung+kebijakan+pertumbuhan+yang+agresif+(growth+oriented+strategy)%0D%0Adan+menghasilkan+6+alternatif+strategi+pemasaran.+Hasil+Analisis+QSPM+didapatkan%0D%0Aprioritas+strategi+pemasaran+kopi+bubuk+Anjosia+yaitu+membuat+website+untuk%0D%0Amemungkinkan+pelanggan+memesan+produk+dan+mendapatkan+informasi+produk%0D%0Asecara+mudah+dengan+nilai+TAS+sebesar+14%2C30.%0D%0AKata+kunci+%3A+Anjosia+Coffee%2C+strategi+pemasaran%2C+kopi+bubuk%2C+SWOT%2C+QSPM%0D%0A%0D%0AAnjosia+Coffee+is+a+micro%2C+small%2C+and+medium+enterprise+(MSME)+engaged+in+the%0D%0Acoffee+processing+industry%2C+located+in+Kemiling+District%2C+Bandar+Lampung+City.+At%0D%0Athat+time%2C+Anjosia+Coffee+faced+several+challenges%2C+including+the+high+cost+of+raw%0D%0Acoffee+beans+and+marketing+obstacles+such+as+unstable+sales+and+suboptimal%0D%0Apromotion.+The+purpose+of+this+study+was+to+identify+internal+and+external+factors%0D%0Aand+to+formulate+marketing+strategies+for+Anjosia%E2%80%99s+ground+coffee+product.+This%0D%0Aresearch+used+a+descriptive+method.+The+data+were+analyzed+using+IFAS%2C+EFAS%2C%0D%0ASWOT%2C+Grand+Strategy+Matrix%2C+and+QSPM+analysis.+Based+on+the+results+of+IFAS%0D%0Aand+EFAS+analysis%2C+scores+of+1.56+and+1.65+were+obtained%2C+respectively.+These%0D%0Ascores+placed+Anjosia+Coffee+in+Quadrant+I+of+the+Grand+Strategy+Matrix.+The%0D%0Aappropriate+strategy+in+this+position+supported+an+aggressive+growth-oriented%0D%0Astrategy+and+generated+six+alternative+marketing+strategies.+The+result+of+the+QSPM%0D%0Aanalysis+showed+that+the+highest+priority+marketing+strategy+for+Anjosia%E2%80%99s+ground%0D%0Acoffee+was+developing+a+website+to+allow+customers+to+place+orders+and+easily%0D%0Aaccess+product+information%2C+with+a+Total+Attractiveness+Score+(TAS)+of+14.30.%0D%0AKata+kunci+%3A+Anjosia+Coffee%2C+marketing+strategy%2C+ground+coffee%2C+SWOT%2C+QSPM&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2025-05-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88063%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88063%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88063%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Emerson+Suta+%2C+Wijaya+++(2025)+STRATEGI+PEMASARAN+KOPI+BUBUK+ANJOSIA+(Studi+Kasus+di+Anjosia+Coffee%2C+Kecamatan+Kemiling%2C+Kota+Bandar+Lampung).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F88063%2F