eprintid: 133019 rev_number: 21 eprint_status: archive userid: 214999 dir: disk0/00/13/30/19 datestamp: 2025-06-04 08:18:08 lastmod: 2025-06-04 08:18:08 status_changed: 2025-06-04 08:18:08 type: thesis metadata_visibility: show creators_name: Eline Nuha Nurrohmah Gika, - creators_nim: NIM2107455 creators_nim: NIDN0015109009 creators_nim: NIDN0025069005 creators_id: elinenuha@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/AUT contributors_type: http://www.loc.gov/loc.terms/relators/AUT contributors_name: Btari Mariska Purwaamijaya, - contributors_name: Syti Sarah Maesaroh, - contributors_nidn: NIDN0015109009 contributors_nidn: NIDN0025069005 contributors_id: btarimariska@upi.edu contributors_id: sytisarah@upi.edu title: ANALYSIS OF CASCARA BUSINESS COMPETITION USING PORTER'S FIVE FORCES MODEL AT PT AGRITAMA SINERGI INOVASI ispublished: pub subjects: L1 divisions: BIDI_S1_TSK full_text_status: restricted keywords: Cascara, Porter's Five Forces, Health Beverages, Business Sustainability, Business Competition, Business Innovation. Cascara, Lima Kekuatan Porter, Minuman Kesehatan, Keberlanjutan Bisnis, Persaingan Bisnis, Inovasi Bisnis. note: https://scholar.google.com/citations?hl=en&user=w9wOM-oAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Syti Sarah Maesaroh: 6681118 Karya ini adalah tugas akhir setara dengan skripsi sesuai dengan SK Dekan Kampus Tasikmalaya Nomor: B-153/UN40.C3/TA.01.03/2025 abstract: The cascara market in Indonesia has great potential due to the increasing interest in health-oriented beverages. However, PT Agritama Sinergi Inovasi (AGAVI) faces competitive challenges in the form of high supplier bargaining power, lack of awareness of the domestic market, and threats from substitute products such as tisane and herbal tea. This study aims to analyze the level of competition in the cascara business of PT Agritama Sinergi Inovasi (AGAVI) using Porter's Five Forces model. The research method used is a qualitative approach through interviews, observations, and documentation to collect data. Data analysis was carried out descriptively with source triangulation to ensure the validity of the findings. The results of the analysis show that the bargaining power of suppliers is at a high level, while the bargaining power of buyers and the threat of newcomers are at a medium level. The threat of substitute products is at a low level, while the level of competition between competitors is at a medium level, providing innovation opportunities for AGAVI. This research contributes to enriching the understanding of business competition in the health-based beverage market, especially in the sustainability-based beverage industry. These findings provide insights for AGAVI to improve competitiveness by expanding markets, especially for customer loyalty in the B2C segment, market education, and strengthening partnerships with local coffee farmers, while creating additional income opportunities for coffee farmers and supporting industry sustainability. date: 2025-02-24 date_type: published publication: Analysis of Cascara Business Competition Using Porter’s Five Forces Model at PT Agritama Sinergi Inovasi volume: 17 number: 4 publisher: Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo pagerange: 652-666 institution: Universitas Pendidikan Indonesia department: KODEPRODI61209#Bisnis Digital_S1 thesis_type: other thesis_name: other refereed: TRUE issn: 2654-7856 official_url: https://journal.trunojoyo.ac.id/pamator/article/view/28772 related_url_url: https://perpustakaan.upi.edu related_url_type: org citation: Eline Nuha Nurrohmah Gika, - (2025) ANALYSIS OF CASCARA BUSINESS COMPETITION USING PORTER'S FIVE FORCES MODEL AT PT AGRITAMA SINERGI INOVASI. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/133019/1/TA_ART_S_BIDI_2107455_ART.pdf document_url: http://repository.upi.edu/133019/2/TA_ART_S_BIDI_2107455_SK.pdf