Analisis Jiwa Wirausaha dan Strategi Marketing Mix dalam Upaya Peningkatan Penjualan pada Usaha Coffee Box Ringroad Medan

Abstract

Nowadays, many coffee shop businesses have sprung up, from the very simple to the very unique with a different appearance, even to the point of being known for their lifestyle. One of the places to gather and spend free time that is excellent and has many enthusiasts is the coffee shop business. Coffee Box's success in maintaining the continuity of its product sales lies in its ability to provide a unique taste of coffee and food products from its competitors. With the competitive advantage that the Coffee Box has, this is the main attraction for the author to research more about the coffee shop business. The purpose of this research was to analyze how the entrepreneurial spirit possessed and the marketing mix strategy carried out by Coffee Box affected sales so that the business could continue. The form of this research is descriptive research with a qualitative approach. Research data obtained from interviews and documentation. Data analysis techniques used in this study consist of Data Reduction, Data Display (data presentation), and Conclusion Drawing/Verification. Based on the results of the study, it was found that starting from curiosity about the crowded coffee shop that fosters an entrepreneurial spirit through the application of marketing strategies to competitive advantage in terms of the marketing mix carried out by the Coffee Box business, it has been carried out since 2007 well, as evidenced by the running of this business for almost 15 years. year well. As a growing business in this business, Coffee Box is not afraid to compete with similar businesses because they always maintain quality, product taste, comfort and service can always attract consumers to visit