ANALISIS PENERAPAN BAURAN PEMASARAN 8P DAN 8C PADA CHICKMON COFFEE & EATERY

Abstract

This study aims to analyze the implementation of the 8P and 8C marketing mix at ChickMon Coffee & Eatery. This research uses a descriptive qualitative method with data collection techniques through in-depth interviews with the business owner and direct observation at the research location. The results show that the implementation of the 8P marketing mix at ChickMon Coffee & Eatery has been relatively well applied, particularly in the aspects of product, price, promotion, people, process, and productivity & quality, although there are still limitations in physical evidence and place, which are currently under development. Meanwhile, in the 8C marketing mix, the business has been able to meet customer needs through service convenience, digital communication, and positive customer experience. However, several aspects such as cost to customer and convenience still present challenges due to limited location accessibility and supporting facilities. Overall, ChickMon Coffee & Eatery has strong potential to compete in the culinary industry, but it still requires continuous improvement in several marketing mix aspects to enhance competitiveness and customer satisfaction.