TY - JOUR AU - Oktavia, Yolanda AU - Cecep Safa’atul Barkah, AU - Tetty Herawaty, AU - Lina Auliana, PY - 2021/12/21 Y2 - 2024/03/29 TI - STRATEGI ALTERNATIF PENETAPAN HARGA DENGAN PENDEKATAN DISKRIMINASI HARGA UNTUK MENINGKATKAN VOLUME PENJUALAN CAFÉ SEMANIS KAMU JF - Jurnal Bisnis Terapan JA - JBT VL - 5 IS - 2 SE - Articles DO - 10.24123/jbt.v5i2.4557 UR - https://journal.ubaya.ac.id/index.php/JIBT/article/view/4557 SP - 233 - 248 AB - This research was conducted at Café Semanis Kamu which aims to find out the right alternative strategy used to increase sales volume. This research was conducted with a descriptive qualitative method with sources of information obtained by interviews and literature study. The data analysis method uses an approach Internal Resources Based Analysis, VRIN Analysis (Valuable, Rare, Imitability, Non-Substitution), Sustainable Competitive Advantage (SCA) Analysis, and TOWS (Threats, Opportunities, Weakness, Strengths) Analysis. The results of data processing with this approach formed a price discrimination strategy with two program proposals, namely making package & reservation catalogs, and making special discounts. ER -