ANALYSIS OF MARKETING STRATEGY USING THE SWOT METHOD AT SKAPAT COFFEE HOUSE IN BOYOLALI CITY

The purpose of this study is to find out the marketing strategy of Skapat Coffee House business in Boyolali City using the SWOT method. This study uses a qualitative approach with a descriptive method. The data in this study was obtained using a sampling technique, namely purposive sampling. Data collection techniques include observation, interviews, documentation Data analysis using the Miles and Huberman approach suggests that there are three components in the interactive model to process and analyze data, namely: (1) data reduction; (2) data presentation; (3) drawing conclusions. The results of the research are (1) Strength of Skapat Coffee House: (a) strategic location; (b) Modern café concept; (c) The existence of an instagramable photo spot; (d) The menu offered is varied and of high quality; (5) Use of social media and customer loyalty programs. (2) Disadvantages of Skapat Coffee House: (a) Lack of effective and targeted promotion; (b) Absence of experienced professional barista. (3) Opportunities that can be taken advantage of by Skapat Coffee House: (a) The rapid growth of tourism in Boyolali; (b) Changes in people's lifestyles; (c) Holding seasonal events or promotions. (4) Potential threats to Skapat Coffee House: (a) Fierce competition from other cafes and coffeeshops in Boyolali; (b) Changes in consumer trends or preferences.