Strategi Pemasaran Produk Kopi Lokal Di Era Gen Z Pada Sibox Coffee Kabupaten Jember

Lay, Beatrix Wilwindenia MIa (2026) Strategi Pemasaran Produk Kopi Lokal Di Era Gen Z Pada Sibox Coffee Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Marketing Strategy of Local Coffee Products in the Generation Z Era at Sibox Coffee Jember Regency Amalia Dwi Marseva, S.E., M.Si. (Chief Counselor) Beatrix Wilwindenia Mia Lay Study Program of Agroindustry Management Majoring of Agribusiness Management ABSTRACT Sibox Coffee is a local coffee business with good development potential; however, it faces intense competition and changes in Generation Z consumer behavior. This study aims to determine the marketing strategy for local coffee products at Sibox Coffee, Jember Regency, in the Generation Z era and to identify the appropriate priority strategy to be implemented. The analytical methods used in this study were SWOT analysis and the Analytical Hierarchy Process (AHP). SWOT analysis was used to formulate alternative marketing strategies, while AHP was used to determine the priority strategy. The results showed that the total IFE matrix score was 2.696 and the EFE matrix score was 2.622. Based on the IE Matrix, Sibox Coffee is positioned in cell V, namely Hold and Maintain. The SWOT analysis generated several alternative strategies, including maintaining coffee product quality, improving digital promotion, utilizing social media as a marketing tool, maintaining affordable prices, developing the uniqueness of local coffee products, and increasing cooperation with online delivery services. Based on the AHP results, the recommended priority strategy is business development through optimizing local coffee products and digital promotion to improve competitiveness and expand the Generation Z market. Keywords: AHP, Sibox Coffee, Marketing Strategy, SWOT.

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