Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)

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The Factor Analysis of Marketing Mix for Coffee Franchise (Case Study: Bengras Kopi)

Authors
Rini Sarianti, Dabhita Wise Maliha, Harimukti Wandebori
Corresponding Author
Rini Sarianti
Available Online September 2019.
DOI
10.2991/piceeba-19.2019.49How to use a DOI?
Keywords
Coffee Shop, Franchise, Marketing Mix
Abstract

This research aims to help Bengras Kopi’s team to improve their franchise system through the marketing mix. To identify the problems, this research uses factor analysis to summarize the variables related to the customer’s perception and expectation. This research uses quantitative methods based on accidental sampling for collecting data from questionnaires. The total respondents are 113 people who consider as the customers of Bengras Kopi’s branches in Bandung and Padang. Based on this analysis, this research finds product, price, place, and promotion are the main factors to develop a marketing strategy based on customer’s perspective for Bengras Kopi. In conclusion, these variables can be used as score measurement for indicators in the marketing plan.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
10.2991/piceeba-19.2019.49
ISSN
2352-5428
DOI
10.2991/piceeba-19.2019.49How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Rini Sarianti
AU  - Dabhita Wise Maliha
AU  - Harimukti Wandebori
PY  - 2019/09
DA  - 2019/09
TI  - The Factor Analysis of Marketing Mix for Coffee Franchise (Case Study: Bengras Kopi)
BT  - Proceedings of the Third Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019)
PB  - Atlantis Press
SP  - 398
EP  - 405
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-19.2019.49
DO  - 10.2991/piceeba-19.2019.49
ID  - Sarianti2019/09
ER  -