<mets:mets OBJID="eprint_32466" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-31T14:35:47Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32466_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>STRATEGI PEMASARAN COFFEE SHOP KOPIJA REBORN&#13;
KLATEN DALAM MEMPERTAHANKAN PELANGGAN</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Triadinda Dewi</mods:namePart><mods:namePart type="family">Fortuna</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini bertujuan untuk mengetahui Strategi Pemasaran Coffee Shop Kopija&#13;
Reborn dalam mempertahankan pelanggan di tengah persaingan bisnis coffee shop&#13;
yang semakin ketat. Penelitian ini menggunakan pendekatan kualitatif dengan&#13;
metode deskriptif, melalui teknik pengumpulan data berupa observasi, wawancara&#13;
dan dokumentasi. Analisis data dilakukan menggunakan pendekatan bauran&#13;
pemasaran (Marketing Mix) 7P yaitu product, price, place, promotion, people,&#13;
process dan physical evidence. Hasil penelitian menunjukan bahwa Kopija Reborn&#13;
menerapkan strategi pemasaran melalui inovasi produk, penetapan harga yang&#13;
terjangkau, lokasi yang strategis, serta promosi digital melalui media sosial. Selain&#13;
itu, pelayanan yang ramah, proses pelayanan yang efisien dan bukti fisik berupa&#13;
desain ruang yang estetik turut berperan dalam menciptakan pengalaman pelanggan&#13;
yang positif. Integrasi strategi pemasaran tersebut mampu membangun loyalitas&#13;
pelanggan serta memperkuat posisi Kopija Reborn di industri coffee shop lokal.&#13;
Kesimpulan penelitian ini menunjukan bahwa penerapan strategi pemasaran&#13;
berbasis bauran pemasaran 7P eketif dalam mempertahankan pelanggan, namun&#13;
perlu dilakukan inovasi berkelanjutan dan optimalisasi promosi digital untuk&#13;
meningkat daya saing usaha.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-01-15</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32466"><mets:rightsMD ID="rights_eprint_32466_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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