Analisis SWOT Pada J.Co Donuts & Coffe Dan Dunkin’ Donuts

Abstract

The development of fast-food franchise businesses in Indonesia continues to grow rapidly, supported by increasing income and the demand for practical food. J.CO Donuts & Coffee and Dunkin’ Donuts are companies engaged in food and beverage, offering donuts and beverages as their main products. This study aims to determine the influence of product quality, service quality, and price perception on purchasing decisions at J.CO Donuts & Coffee and Dunkin’ Donuts, as well as to analyze their strengths, weaknesses, opportunities, and threats using the SWOT approach. The results show that both companies possess strengths in product innovation, store expansion, and recognized product quality, while still facing challenges such as less affordable prices for lower-income consumers and service aspects that require improvement. The strategies that can be implemented include adding product variations, improving packaging, opening larger stores, enhancing store decoration, and providing promotions and sponsorships to expand the market and maintain competitiveness.