The Factor Analysis of Marketing Mix for Coffee Franchise (Case Study: Bengras Kopi)
- 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/).
Cite this article
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 -