scholarly journals ANALYSIS OF BU HARTIN RESTAURANT COMPETITIVE STRATEGY IN THE DEVELOPMENT OF CULINARY IN WATES KULON PROGO

2020 ◽  
Vol 3 (1) ◽  
pp. 67-75
Author(s):  
T. Prasetyo Hadi Atmoko ◽  
Heni Widyaningsih
Keyword(s):  
Social Media ◽  
Competitive Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Food Prices ◽  
Product Price ◽  
Cooking Process ◽  
Analysis Technique ◽  
Place Promotion ◽  
Office Employees

ABSTRAKTujuan dari penelitian ini adalah untuk mengetahui kekuatan dan kelemahan, mengetahui peluang dan ancaman, mengetahui bauran pemasaran dan mengetahui strategi bersaing restoran Bu Hartin. Penelitian ini adalah penelitian kualitatif dengan kunci informan adalah pemilik restoran Bu Hartin dengan Teknik Analisis SWOT. Berdasarkan Analisis SWOT, dapat disimpulkan bahwa faktor kekuatan restoran Bu Hartin memiliki skor 2,36 dan faktor kelemahan memiliki skor 0,08. Faktor peluang memiliki skor 2,99 dan faktor ancaman memiliki skor 0,07. Bauran pemasaran restoran Bu Hartin mencakup tujuh elemen, seperti produk, harga, tempat, promosi, peserta, bukti fisik, dan proses. Hasil dari produk Bu Hartin restaurant adalah menu spesial untuk ayam kampung, iga bakar, dan sup iga. Harga makanan di restoran Bu Hartin terjangkau untuk siswa dan bahkan untuk karyawan kantor. Lokasi restoran Bu Hartin sangat strategis, dekat dengan pusat kota. Promosi untuk restoran Bu Hartin dilakukan melalui media sosial. Restoran Bu Hartin memiliki karyawan yang berpengalaman di bidangnya sehingga layanan kepada pelanggan sangat baik. Fasilitas fisik yang dimiliki oleh restoran Bu Hartin yaitu gazebo yang dapat digunakan sebagai tempat istirahat bagi pelanggan. Proses memasak di restoran Bu Hartin menggunakan bumbu spesial dan lezat sehingga cocok untuk semua tingkat pelanggan. Proses memasaknya cukup cepat, sekitar 10 menit sehingga pelanggan tidak menunggu lama. Berdasarkan diagram SWOT, restoran Bu Hartin berada pada strategi SO dengan meningkatkan promosi melalui media sosial dan memperluas cabang. Kata Kunci: Pengembangan Kuliner, Restoran, Strategi Kompetitif ABSTRACTThe purpose of this research is to find out the strengths and weaknesses, know the opportunities and threats, know the marketing mix and to know the competitive strategy of Bu Hartin restaurant. This research is qualitative research with the key of an informant is the owner of Bu Hartin restaurant with SWOT Analysis Technique. Based on SWOT Analysis, it can be concluded that the strength factor of Bu Hartin restaurant has a score of 2.36 and the weaknesses factor has a score of 0.08. The opportunity factor has a score of 2.99 and the threats factor has a score of 0.07. The marketing mix of Bu Hartin restaurant includes seven elements, such as product, price, place, promotion, participants, physical evidence, and process. The result of the product of Bu Hartin restaurant is a special menu for free-range chicken, grilled ribs, and ribs soup. The food prices at Bu Hartin restaurant are affordable for students and even for office employees. Location Bu Hartin restaurant is very strategic, close to the city center. Promotion for Bu Hartin restaurant is conducted through social media. Bu Hartin restaurant has employees who are experienced in their fields so that the services to the customers are very well. Physical facilities owned by Bu Hartin restaurant that is a gazebo that can be used as a resting place for the customers. The cooking process at Bu Hartin restaurant applies special and delicious spices so that it is suitable for all customers’ levels. The cooking process is quite fast, approximately 10 minutes so that the customers do not wait for a long period. Based on the SWOT diagram, Bu Hartin restaurant is on the SO strategy by increasing promotion through social media and expanding branches.   Keywords: Competitive Strategy, Culinary Development, Restaurant

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

scholarly journals Marketing Mix Factors that Influence Visitors Choose Aeon Mall as a Shopping Tourism Destination

2017 ◽  
Vol 1 (1) ◽  
pp. 22
Author(s):  
Cathy Naftali ◽  
Adinoto Nursiana ◽  
Himawan Brahmantyo
Keyword(s):  
Joint Venture ◽  
Hypothesis Test ◽  
Marketing Mix ◽  
Coefficient Of Determination ◽  
Validity And Reliability ◽  
Product Price ◽  
Analysis Technique ◽  
Place Promotion ◽  
Method Approach ◽  
Descriptive Method

Aeon mall is company from Japan, and joint venture with Sinarmas Land for PT.AMSL Indonesia. Aeon mall grand opening in BSD, Tangerang 30 May 2015, after two years from the opening Aeon Mall has already many visitors from area in Jabodetabek.  Marketing mix approach is used from Morrison (2002) product, price, place, promotion, people, packaging and programming, also partnership. The aim of this study was to determine the effect of marketing mix based on Morrison theories to visitor decision of visiting Aeon Mall. This research used descriptive method approach. The population in this study is Aeon Mall visitors. The respondent was chosen by random sampling. The numbers of respondents are 218 people. The data was collected by distributing questionnaires. The analysis technique used validity and reliability, frequencies, mean, the classical assumption test, t-test, f-test, regression analysis, hypothesis test and coefficient of determination by using SPSS for windows 20.0. The study found that there was a positive and significant impact of product, promotion, and partnership to visitor’s decision of visiting Aeon Mall. But there wasn’t a positive and significant effect of price, place, people, packaging and programing to the visitor’s decision of visiting Aeon Mall.

scholarly journals STRATEGI PEMASARAN UPT MUSEUM BALANGA SEBAGAI WISATA EDUKASI DI KOTA PALANGKARAYA

2020 ◽  
Vol 3 (2) ◽  
pp. 126
Author(s):  
Inten Larasaty
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
Maximum Increase ◽  
Historical Collections ◽  
Physical Evidence ◽  
Place Promotion ◽  
The Right ◽  
Promotion Process

Keberadaan museum selama ini sering dianggap hanya sebagai tempat memamerkan koleksi budaya maupun sejarah saja, padahal sebenarnya dapat menjadi alternatif yang menarik untuk dikunjungi wisatawan. Kesan membosankan yang menjadi polemik di berbagai museum di Indonesia harus ditepis dengan melakukan strategi pemasaran yang tepat. Salah satunya yaitu UPT Museum Balanga yang merupakan museum budaya di Kota Palangkaraya. Museum Balanga selain memiliki tempat yang strategis juga memiliki keunikan dari berbagai koleksi yang menunjukkan siklus hidup suku Dayak. Kenyataannya dari data pengunjung yang dihasilkan pada setiap tahun ternyata masih belum mencapai peningkatan yang maksimal. Penelitian ini dilakukan dengan pendekatan kualitatif bersifat deskriptif dengan menggunakan analisis SWOT. Tahap penelitian dilakukan dengan mengumpulkan data, kemudian tahap analisis dengan membandingkan antara faktor eksternal peluang dan ancaman dengan faktor internal kekuatan dan kelemahan, dan yang terakhir yaitu tahap penetapan strategi berdasarkan marketing mix 7p yaitu product, price, place, promotion, process, people, dan physical evidence. Tujuan penelitian ini yaitu menganalisis kelebihan dan kekurangan pada UPT Museum Balanga serta memformulasikan strategi pemasaran yang tepat untuk meningkatkan daya tarik dan jumlah pengunjung lokal maupun mancanegara. Pada hasil penelitian ini menunjukkan bahwa UPT museum balanga perlu meningkatkan servis excellence dengan melakukan training dan menetapkan standar operasional pegawai, pembenahan terhadap interior dan eksterior desaign, melengkapi berbagai fasilitas penunjang seperti ruang multimedia, cafe dan lainnya, serta meningkatkan promosi dengan memanfaatkan berbagai media sosial dan bekerjasama dengan pihak-pihak terkait.The existence of museums has often been considered only as a place to display cultural and historical collections, when in fact it can be an interesting alternative place for tourists to visit. The boring impression that became polemic in various museums in Indonesia must be erased by carrying out the right marketing strategy. One of them is UPT Museum Balanga which is a cultural museum in Palangkaraya City. Besides having a strategic place, Balanga Museum also has uniqueness on various collections that shows the life cycle of Dayak tribe. But the fact is that the visitor data generated each year has not yet reached the maximum increase. This research was conducted with a descriptive qualitative approach using SWOT analysis. The research stage is carried out by collecting data, then the analysis phase by comparing the external factors of opportunity and threat with the internal factors of strengths and weaknesses. In the last step to support the SWOT analysis, the writer uses marketing mix 7p, which are product, price, place, promotion, process, people, and physical evidence. The purpose of this study is to analyze the strengths and weaknesses of the UPT Museum Balanga and formulate an appropriate marketing strategy to increase the attractiveness and the amount of local and foreign visitors. The results of this study indicate that the UPT Museum Balanga needs to improve service excellence by conducting training and establishing operational standards for employees, improving the interior and eksterior design, equipping various supporting facilities such as multimedia rooms, cafes and others, and increasing promotion by utilizing various social media and collaborating with related parties.

scholarly journals Analisis SWOT Pada Strategi Pemasaran Produk Simpanan Kurban Di KSPPS BMT NU Sejahtera Cabang Jepara

2019 ◽  
Vol 1 (3) ◽  
pp. 69-80
Author(s):  
Muyassarah Muyassarah
Keyword(s):  
Qualitative Methods ◽  
Field Data ◽  
Swot Analysis ◽  
Analytical Techniques ◽  
Marketing Mix ◽  
Product Price ◽  
Research Results ◽  
The People ◽  
Excellent Service ◽  
Place Promotion

Purpose-The purpose of this research is to introduce the product to the people of Jepara to participate in the "kurban" saving product at BMT NU Sejahtera through SWOT Analysis. Methods-This study uses qualitative methods and applies analytical techniques from various theoretical references and field data to be analyzed and then concludes logically and critically. The data obtained with the approach of observation, interviews, and documentation. Findings-BMT NU who needs to pay attention to strategies to approach customers, networks, and excellent service. BMT NU Jepara also applies the marketing mix or marketing mix/product, price, place, promotion. Implications -Research results can be implemented in all BMT institutions in general and specifically for BMT NU Sejahtera

scholarly journals IMPLEMENTATION OF THE MARKETING COMPLEX IN THE FOOTBALL CLUB

2020 ◽  
pp. 132-141
Author(s):  
Oleksandr Onopko ◽  
Svitlana Polkovnychenko ◽  
Mykhailo Khomienok
Keyword(s):  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
Football Club ◽  
Complex Product ◽  
Place Promotion

The article adapts the marketing complex (product, price, place, promotion, people, process) to the football club. The components of the marketing mix of Football Club “Desna” are evaluated. Communications (online and offline) of FC “Desna” are studied. In order to make effective decisions regarding the use of the marketing complex in the activities of Football Club "Desna" SWOT-analysis is conducted. The main directions of improvement of realization of the marketing complex of FC "Desna" are generalized andsubstantiated. It is proposed to plan communications complex through annual compilation of a media plan developed on the basis of the SMM-strategy of the club.

scholarly journals ANALIS PENERAPAN BLUE OCEANS STRATEGY PADA SERVICE MARKETING MIX TERHADAP KEPUTUSAN PENGGUNAAN JASA GOJEK

JEMBATAN ◽  
2018 ◽  
Vol 14 (1) ◽  
pp. 1-12
Author(s):  
Abdul Qadir ◽  
Zakaria Wahab ◽  
Welly Nailis
Keyword(s):  
Sampling Method ◽  
Service Marketing ◽  
Marketing Mix ◽  
Coefficient Of Determination ◽  
Decision Variable ◽  
Product Price ◽  
Physical Evidence ◽  
Analysis Technique ◽  
Use Of Services ◽  
Place Promotion

The main objective of this research was to determine the effect of service marketing mix to the decision to use services of go-jek. The sample used in this study were 120 respondents from consumer Go-jek. The sampling method used is purposive sampling due to the homogeneity of the consumer. The coefficient of determination show that 53.9% indicates the use of services affected by the decision variable service marketing mix (product, price, place, promotion, people, process,and physical evidence). Data analysis technique used is multiple regression analysis. Results of research showed that service marketing mix decisions affect the use of the service simultaneously. Partially, only the variable price, people, and physical evidence that has a significant influence on the decision to use services of Go-jek. Keyword : service marketing mix, promotion, decision to use services.

scholarly journals STRATEGI BAURAN PEMASARAN DESA WISATA KAMPUNG EKOLOGI TEMAS DI KOTA BATU

BUANA SAINS ◽  
2019 ◽  
Vol 18 (2) ◽  
pp. 161
Author(s):  
Ninin Khoirunnisa ◽  
A. Yusuf Kholil
Keyword(s):  
Development Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Community Empowerment ◽  
Product Price ◽  
Marketing Department ◽  
Tourism Marketing ◽  
The Development Strategy ◽  
Building Area ◽  
Place Promotion

Marketing strategy is a plan that is done to be able to capture the market, using the 7 P Marketing Mix strategy. This study aims to 1) analyze internal and external factors in the development of the Kampung Ekologi Batu (KEB). 2) Analyzing the development strategy that must be implemented by the Kampung Ekologi Batu (KEB) in increasing tourist visits. 3) Analyzing the development strategy is the most effective way to increase tourist visits of the Kampung Ekologi Batu (KEB). The sample used in this study is divided into 2, namely: Purposive Sampling and Accidental Sampling. Pursposive Sampling consists of: Tourism Marketing Department at the Tourism Office, Head of Community Empowerment and Development of Temas Village, General Chair of Kampung Ekologi Batu (KEB), Chair of KEB Development, and Chair of Rw 06. Accidental Sampling taken by 30 visitors. The analysis used in this study used SWOT Analysis, IFE Matrix and EFE Matrix to produce IE Matrix strategies. The results of this study indicate that the Kampung Ekologi Batu (KEB) has used 7 P Marketing Mix (Product, price, place, promotion, People, Process and Physical Evidence) on the Internal KEB. The results of the IE Matrix obtained based on the weight and rating obtained from IFE and EFE indicate the position of the IE KEB Matrix in the Growing and Building area, which means that the business KEB is developing and has excellent potential to be able to increase tourism, and Analysis Results The most effective SWOT in the research is on the S-O strategy, namely: Improving service quality, package quality or products offered and maintaining the beauty and cleanliness of the Ecology Village and the beautiful environment.

scholarly journals Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product

2021 ◽  
Vol 1 (3) ◽  
pp. 160-168
Author(s):  
Sonya Lisabel Malelak ◽  
Budi Setiawan ◽  
Silvana Maulidah
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Marketing Mix ◽  
Consumer Loyalty ◽  
Product Price ◽  
Local Product ◽  
Beef Products ◽  
Place Promotion ◽  
Product Control

The purpose of this study is to analyze the effect of marketing mix on local product consumer satisfaction, to analyze the effect of marketing mix on consumer loyalty of local products and to analyze the indirect effect of marketing mix on consumer loyalty. This study used 140 respondents and the data were processed using SEM-WarPLS analysis. The results showed that the marketing mix: variable product, price, place, promotion directly has a positive and significant effect on the variable customer satisfaction. Marketing mix: product, price, promotion variables directly have a positive and significant effect on consumer loyalty. place variable has a positive and insignificant effect on consumer loyalty. The importance of maintaining the quality of smoked beef products is emphasized in this study by paying close attention to the processed ingredients and packaging that are unique, as well as periodic product control. This is done so that the products produced can survive in the market and face competitors, as well as to establish more consistent pricing policies so that prices can be more competitive.

scholarly journals STRATEGI PEMASARAN WEDDING PACKAGES PADA MY WEDDING ORGANIZER

2020 ◽  
Vol 2 (1) ◽  
pp. 23-40
Author(s):  
Ni Nyoman Wulan Antari ◽  
Riza Wulandari
Keyword(s):  
Swot Analysis ◽  
Corporate Strategy ◽  
Marketing Mix ◽  
Hotel Management ◽  
Strategy Formulation ◽  
Product Price ◽  
Physical Evidence ◽  
Price Distribution ◽  
New Strategy ◽  
Swot Matrix

In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

scholarly journals THE IMPACT OF MARKETING MIX ON CUNSOMER SATISFACTION AND CUSTOMER LOYALTY ON AQUA PRODUCTS

2020 ◽  
Vol 4 (2) ◽  
pp. 83-103
Author(s):  
Primawati Hayuningtyas
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Marketing Mix ◽  
Water Industry ◽  
Product Price ◽  
Campus Environment ◽  
Bottled Drinking Water ◽  
Place Promotion ◽  
Water Companies ◽  
The Impact

Almost every company in Indonesia carries out a variety of strategies to be competitive. In the Bottled Drinking Water Industry, the result of a research carried out by Mandiri Industry Update (2015) indicated the existence of intense competition, with more than 500 bottled water companies, of which 60% were mostly local players. This should be a concern for Danone Group with the AQUA brand that currently still dominates the market. AQUA must continue to maintain its market share by finding ways to provide satisfying products to costumers in order to encourage loyalty so that AQUA can survive in the competition. This study was chosen based on the researcher's interest in the effect of satisfaction felt by costumers on costumer loyalty to AQUA products. In this case, the Marketing Mix (product, price, place, promotion) forms the factors that lead to costumer satisfaction and loyalty (Wahab et al, 2016). This study was conducted in the campus environment of Airlangga University with as many as 80 students. The results of this study using empirical data indicated that the marketing mix variables consisting of product, price, promotion, place had a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on costumer loyalty.

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