ANALISIS STRATEGI MARKETING MIX DALAM MENINGKATKAN PENJUALAN PADA RUMAH MAKAN KAMPUNG BAKAU KOTA KENDARI

Abstrak

ABSTRACT The research was conducted at the Kampong Bakau Restaurant Kendari City. This research aims to analyze the marketing mix strategy implemented by the Kampong Bakau Restaurant Kendari City in an effort to increase sales. The Marketing Mix consists of four main components, namely Product, Price, Channel Distribution/Place and Promotion. These four components are considered to have a strategic role in attracting consumer interest and building customer loyalty. The research method used is a qualitative descriptive approach with data collection techniques through observation, interviews and documentation. Informants in this study consisted of Managers, Admin, Supervisor, and Customer of Kampong Bakau Restaurant Kendari City. The result of the study indicate that the Marketing Mix Strategy implemented by Kampong Bakau Restaurant Kendari City is very effective in attracting consumers, especially in terms of product variety and unique place atmosphere. Especially in the consistent use of social media. Therefore, it is recommended that the Kampong Bakau Restaurant Kendari City make improvements to digital promotion strategies, stremhthen branding, and maintain product and service quality in order to increase competitiveness and sales volume sustainably.

Kata kunci

• Marketing Strategy
• Sales
• marketing mix