ANALISIS PENTINGNYA STRATEGI PEMASARAN DARI COFFEE SHOP X TERHADAP MAHASISWA PENIKMAT KOPI DI SURABAYA

Abstract

This study aims to explain the relationship between the application of marketing strategy in attracting coffee lovers students to buy at Coffee shop X Surabaya. This study uses a qualitative approach that uses a resource in the form of active students from universities in Surabaya and often consumes coffee at Coffee shop X. The research data was collected through interviews with informants. The data analysis carried out was descriptive qualitative and triangulated sources. The results of the study explain that the application of discounts can attract students to visit and buy at Coffee shop X Surabaya, whether it is part of membership facilities or special events. In addition to the application of discounts, another factor that increases student interest is a comfortable place.