Analisis Strategi Bisnis Keluarga pada Kedai Kopi Massa Kok Tong Megaland di Pematangsiantar dalam Meningkatkan Loyalitas Pelanggan

Abstract

This study aims to describe the business strategies kedai kopi Massa Kok Tong Megaland Pematangsiantar made in increasing the number of customers based on the theory of Kotler (1997:46) the marketing mix which consists of the Seven Ps (7Ps) is a product, price, place, promotion, people. process, physical evidence. This research is descriptive qualitative. Descriptive study describing the facts and meticulously factual and meaningful qualitative research produces findings that can not be measured by statistics. This study describes the business strategy by the owner of kedai kopi Massa Kok Tong Megaland Pematangsiantar. Data were collected through in-depth interviews with the owner as a key informan, several customers as main informans, and as well as to test the validity of informant data. The results showed that of the seven business strategies implemented by kedai kopi Massa Kok Tong Megaland have more the loyality of consumers.