Open AccessSTRATEGI ALTERNATIF PENETAPAN HARGA DENGAN PENDEKATAN DISKRIMINASI HARGA UNTUK MENINGKATKAN VOLUME PENJUALAN CAFÉ SEMANIS KAMU
Author(s) -
Yolanda Oktavia,
Cecep Safa’atul Barkah,
Tetty Herawaty,
Lina Auliana
Publication year - 2021
Publication title -
jurnal bisnis terapan
Language(s) - English
Resource type - Journals
eISSN - 2597-4157
pISSN - 2580-4928
DOI - 10.24123/jbt.v5i2.4557
Subject(s) - qualitative analysis , agricultural science , humanities , business , business administration , sociology , qualitative research , art , environmental science , social science
This research was conducted at Café Semanis Kamu which aims to find out the right alternative strategy used to increase sales volume. This research was conducted with a descriptive qualitative method with sources of information obtained by interviews and literature study. The data analysis method uses an approach Internal Resources Based Analysis, VRIN Analysis (Valuable, Rare, Imitability, Non-Substitution), Sustainable Competitive Advantage (SCA) Analysis, and TOWS (Threats, Opportunities, Weakness, Strengths) Analysis. The results of data processing with this approach formed a price discrimination strategy with two program proposals, namely making package & reservation catalogs, and making special discounts.