Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)
Agassi, Luthfiyah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analysis SWOT Quantitative Strategic Planning Matrix (QSPM) Integration Analytic Hierarchy Process Berampu, Lailan Tawila; Taufiqurrahman, Taufiqurrahman; Agassi, Luthfiyah
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.7066

Abstract

This research aims to analyze and determine the best marketing strategy for Expressive Coffee in Pekanbaru using an integrated approach of SWOT (Strengths, Weaknesses, Opportunities, Threats), Analytical Hierarchy Process (AHP), and Quantitative Strategic Planning Matrix (QSPM). The study employs a mixed quantitative and qualitative methodology through a case-study approach involving 15 respondents, including the owner, coffee experts, and regular customers of Expressive Coffee. Results indicate that Expressive Coffee possesses significant strengths such as specialty-grade coffee beans, open bar service, comprehensive facilities, and strategic location. However, weaknesses include relatively high product pricing, limited promotional activities, and restricted parking space. Major opportunities identified involve the rising healthy lifestyle trend, increasing premium coffee consumption, strategic partnerships with local farmers, and positive customer reviews. Primary threats are intense competition from emerging coffee shops and shifting consumer preferences toward convenient coffee products. Based on the QSPM analysis, the recommended strategy is the SO (Strength-Opportunities) strategy, scoring the highest Total Attractiveness Score (TAS) of 14.40, which emphasizes leveraging internal strengths to optimally exploit market opportunities.
Co-Authors Berampu, Lailan Tawila Taufiqurrahman Taufiqurrahman