STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA PIPIKORO COFFEE

The intensifying competition within the coffee shop industry demands that local businesses implement precise marketing strategies to survive and scale up sales. This study aims to analyze the internal and external factors influencing the marketing strategy of Pipikoro Coffee and to formulate the most appropriate strategy to increase sales and competitiveness. This study employs a qualitative descriptive method, combining SWOT analysis with the 7P marketing mix framework. Data were gathered through observation, in-depth interviews with six informants (the owner, employees, and regular customers), and documentation. The data were then analyzed using the IFAS-EFAS matrices, the SWOT quadrant diagram, and the SWOT matrix (SO, ST, WO, WT). The results reveal a total IFAS score of 2.68 and an EFAS score of 2.55, positioning Pipikoro Coffee in Quadrant I (an aggressive/growth position), where internal strengths can be optimally leveraged to seize market opportunities. The primary strengths include a strategic location, taste quality, friendly service, and competent human resources, whereas the main weaknesses lie in menu limitations, suboptimal digital promotion, low brand awareness, inflexible operational hours, and a less aesthetic interior design. The greatest opportunities stem from youth coffee consumption trends and digital marketing growth, while the main threats are fierce competition and rising raw material prices. The 7P analysis reinforces these findings, identifying people and place as strengths, while product, promotion, and physical evidence require improvement. The recommended approach is an aggressive growth strategy (SO) executed through digital branding reinforcement, menu innovation, and aesthetic venue enhancements. This study contributes practically as a strategic reference for local culinary MSMEs, particularly in Central Sulawesi, and academically enriches the application of SWOT and 7P frameworks for MSMEs outside major metropolitan areas.