Market Generic Strategy pada Usaha Warkop Angkringan Berbasis Internet (WiFi) di Kab Mojokerto
The purpose of this research is to measure the Market Generic Strategy that is used by the owner of the internet (wifi) coffee shop / UMKM in Mojokerto Regency to be able to compete, be sustainable and achieve goals and get maximum profit. This research is an exploratory research that uses a qualitative approach in the form of a Focus Group Discussion. The sample consisted of 25 people, who were taken based on certain criteria. The technique of collecting data is by conducting open-ended interviews with the hope of obtaining complete information from these respondents. Data analysis using descriptive analysis method. The results showed that the Internet-based Market Generic Strategy of Warkop Angkringan (wifi) is a product differentiation strategy, service differentiation, personnel differentiation and focus strategy. Meanwhile, the way to retain customers is the availability of fast and friendly service, a variety of drinks and food, comfortable seating and room facilities as well as good cleanliness and layout.
Aaker, D. A. (2008). Strategic market management. John Wiley & Sons.
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. Sage.
Dombrowski, U., Krenkel, P., & Wullbrandt, J. (2018). Strategic positioning of production within the generic competitive strategies. Procedia CIRP, 72, 1196–1201.
Kuzel, A. J. (1992). Sampling in qualitative inquiry.
Ompusunggu, M. P., & Djawahir, A. H. (2014). Gaya Hidup dan Fenomena Perilaku Konsumen pada Warung Kopi di Malang. Jurnal Aplikasi Manajemen, 12(2), 188–196.
Porter, L. J., & Parker, A. J. (1993). Total quality management—The critical success factors. Total Quality Management, 4(1), 13–22.
Pröllochs, N., & Feuerriegel, S. (2020). Business analytics for strategic management: Identifying and assessing corporate challenges via topic modeling. Information & Management, 57(1), 103070. https://doi.org/10.1016/j.im.2018.05.003
Sayre, S. (2001). Qualitative methods for marketplace research. Sage Thousand Oaks, CA.
Umar, H. (2001). Strategic management in action. Gramedia Pustaka Utama.
Copyright (c) 2020 JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.