Judul: Marketing Mix Strategy of Kopi Yor Coffee Shop Analysis (Case Study : Kopi Yor, Bogor City, West Java)
Abstrak: Industri makanan dan minuman merupakan industri yang sangat diminati banyak penggiat bisnis. Salah satunya yaitu kedai kopi yang berkembang cukup pesat saat ini karena menjadi salah satu gaya hidup kaum milenial. Kopi Yor Sempur merupakan kedai kopi yang terletak di daerah Kota Bogor. Lokasi Kopi Yor Sempur bertempat di sekitaran perumahan dan juga berdekatan dengan tempat olahraga umum di Bogor sehingga lokasinya strategis untuk mendapatkan konsumen. Pihak pengelola Kopi Yor Sempur menyadari dengan konsep dan lokasi yang dimiliki saat ini tetap harus mampu beradaptasi dengan keadaan yang selalu berkembang. Salah satu bentuk adaptasi yang bisa dilakukan adalah dengan merumuskan strategi pemasaran agar Kopi Yor Sempur tetap mendapatkan konsumen di tengah persaingan kedai kopi yang ada. Penelitian ini dilakukan untuk mengetahui strategi pemasaran yang tepat agar Kopi Yor Sempur dapat beradaptasi dengan perkembangan pasar yang ada. Alat analisis yang digunakan dalam penelitian ini adalah analisis faktor internal dan eksternal (IFE dan EFE), matriks IE, serta QSPM. Penelitian yang dilakukan menghasilkan beberapa strategi alternatif yaitu, membuat slogan, promosi menu pada jam tertentu menambah meja outdoor, meningkatkan kualitas SDM serta membuat promosi dengan paket bundling. Hasil dari perhitungan matriks QSP menunjukan urutan prioritas paling tertinggi berada pada strategi alternatif membuat promosi kategori kelompok dengan nilai STAS sebesar 6,630. Kata Kunci: IFE dan EFE, kedai kopi, matriks IE, strategi pemasaran, QSPM., The food and beverage industry is an industry that is in great demand by many business people. One of them is a coffee shop that is growing quite rapidly at this time because it has become one of the millennial lifestyles. Yor Sempur Coffee is a coffee shop located in the Bogor City area. The location of Kopi Yor Sempur is located in a residential area and also close to public sports venues in Bogor so that the location is strategic to get consumers. The management of Kopi Yor Sempur realizes that with the current concept and location, it must be able to adapt to conditions that are always evolving. One form of adaptation that can be done is to formulate a marketing strategy so that Yor Sempur Coffee continues to get consumers in the midst of competition from existing coffee shops. This research was conducted to find out the right marketing strategy so that Yor Sempur Coffee can adapt to existing market developments. The analytical tool used in this research is the analysis of internal and external factors (IFE and EFE), IE matrix, and QSPM. The research carried out resulted in several alternative strategies, namely, making slogans, promoting menus at certain hours, adding outdoor tables, improving the quality of human resources and making promotions with bundling packages. The results of the QSP matrix calculation show that the highest priority order is in the alternative strategy of making group category promotions with a STAS value of 6.630. Keywords: coffee shop, IFE and EFE, IE matrix, marketing strategy, QSPM.
Keyword: IFE dan EFE, kedai kopi, matriks IE, strategi pemasaran, QSPM

Judul: Marketing Strategy in Kedai Kopipayu Bogor City
Abstrak: Perkembangan zaman saat ini berpengaruh terhadap gaya hidup masyarakat Indonesia terhadap minat kopi. Kegiatan yang sedang tren khususnya di kalangan muda saat ini yaitu berkumpul sambil minum kopi. Kedai Kopipayu merupakan salah satu kedai kopi yang terletak di Kota Bogor. Peningkatan jumlah kedai kopi di kota Bogor menyebabkan Kedai Kopipayu memiliki persaingan yang ketat dengan para pesaingnya, sehingga hal ini mendorong kedai tersebut untuk menentukan strategi pemasaran yang tepat agar dapat bersaing dengan para pesaingnya. Tujuan dari penelitian ini adalah (1) mengidentifikasi faktor strategis internal dan eksternal yang mempengaruhi Kedai Kopipayu, (2) merumuskan alternatif strategi, dan (3) menentukan prioritas alternatif strategi pemasaran. Alat analisis yang digunakan dalam penelitian ini adalah matriks IFE, matriks EFE, matriks IE, matriks SWOT, dan matriks QSPM. Hasil analisis menunjukkan Kedai Kopipayu berada pada posisi menjaga dan mempertahankan. Analisis matriks SWOT menghasilkan enam alternatif strategi pemasaran dengan prioritas strategi pada Kedai Kopipayu yaitu menjaga dan meningkatkan fasilitas serta pelayanan Kopipayu untuk mempertahankan loyalitas konsumen yang dihasilkan menggunakan matriks QSPM., The current development affects the Indonesian life style towards interest of coffee. Current trend especially among young adult is gathering and have some coffee. Kedai Kopipayu is a coffee shop that located in Bogor. The increasing number of coffee shops in Bogor causes Kedai Kopipayu to have stiff competition with its competitors, so this encourages Kedai Kopipayu to determine the right marketing strategy in order to compete with its competitors. The purpose of this research is to (1) identify the internal and external strategic factors that influence Kedai Kopipayu, (2) formulated the alternatuve of marketing strategy, and (3) determine that priority of marketing strategy alternative. The analytical tools used in this research are IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM matrix. The results of the analysis show that Kedai Kopipayu is in hold and maintain position. The SWOT matrix analysis produces six alternative marketing strategies with priority strategies on Kedai Kopipayu, namely maintaining and improving Kedai Kopipayu's facilities and services to maintain customer loyalty generated using the QSPM matrix.
Keyword: Coffee shop, marketing strategy, priority strategy

Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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