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p-Index From 2021 - 2026
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All Journal Toba: Journal of Tourism, Hospitality, and Destination
Darryl Ezekiel Pratama
Universitas Pradita
Social Sciences

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Strategi Pemasaran Soto Ayam Ambengan Cak Arto di Gading Serpong Budi Setiawan; Aureldini Regita; Meylin Nadine Natasya; Darryl Ezekiel Pratama; Clarissa Alphiana Thomas
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i3.8212

Abstract

This study aims to analyze the marketing strategies implemented by the Soto Ayam Ambengan Cak Arto MSME in Gading Serpong through the use of social media and bundling promotional strategies to increase consumer interest. The study used a descriptive qualitative method with data collection techniques in the form of observation, interviews, and documentation conducted for one month in April 2026. Observations were made directly on marketing activities, interactions with customers, and the forms of promotion implemented by the business owner. The results of the study indicate that social media is the main marketing strategy used by MSMEs to promote products, build communication with customers, and increase business brand awareness. Digital platforms such as Instagram and TikTok are used to upload visual food content, promotional information, and customer testimonials. In addition, the bundling promotional strategy has proven effective in increasing the number of purchases because it provides a more economical price perception for consumers. The main target market of MSMEs consists of students, office workers, and young families in the Gading Serpong area. This study shows that the use of simple but consistent digital marketing can help MSMEs increase competitiveness amidst increasingly fierce competition in the culinary business.
Co-Authors Aureldini Regita Budi Setiawan Clarissa Alphiana Thomas Meylin Nadine Natasya