@thesis{thesis,
		author={ibrahim  nanu},
		title ={JT KOFI MBEGENDENG'S DIGITAL MARKETING STRATEGY, MALANG},
		year={2022},
		url={http://repository.undar.ac.id/id/eprint/2581/},
		abstract={Nanu Ibrahim Advisory Lecturer Hj. Linda Ratna Sari, SE., M.Sc. Nanu Ibrahim, a management study program at the Faculty of Economics, Darul 'Ulum University, was born in Wonosobo on March 16, 2000, Digital Marketing Strategy Jt Kofi Mbegendeng Malang. Chief Advisor Hj. Linda Ratna Sari, SE., M.Sc. Supervising commission (Puteri Syarifa Al-Sakinah, SE., M.Si).
The purpose of this research was to determine marketing strategies in coffee shop business named JT Kofi Mbegendeng Malang by SWOT analysis. In determining the marketing strategy, the researcher found about the strengths, weaknesses, opportunities and threats.
The design used the research is descriptive qualitative. The subject of this research was the operational manager, employees and consumers. The sample of this research was the manager, employees and consumers in JT Kofi Mbegendeng Malang and the quantity of the sample was six people. The sampling techniques used in this research was purposive sampling. The research instrument was done by depth interview, observation and documentation. Data analysis was used with the reduction of the data, the presentation of data, and the conclusion.
The results showed that the strenght are the strategic location, the superior quality of products, the product variety, the affordable prices, and the friendly service. While, the lack of promotion. On the other hand, the opportunities of the cafe are the rising of consumer demand, the vast market opportunities,the marketing  improvement through digital marketing, and the product quality recognized by the consumer. The threats are the same competitors namely, the margin to competitors prices, and the new competitor. Further, the strategies that can be applied intensifying promotion on the market, maintaining the quality of products offered, leveraging digital marketing as a means to conduct promotions.

Keywords: marketing strategy, opportunity, strenght, threat, weakness}
		}