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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Restu Yuan Yoga Nugraha
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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MARKETING STRATEGIES TO INCREASE THENUMBER OF BUYERS AT JEJAMURANRESTAURANT IN SLEMAN REGENCY Restu Yuan Yoga Nugraha; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/x80fxx65

Abstract

This study aims to identify internal and external factorsinfluencing marketing strategies, formulate alternativestrategies, and determine priority strategies to increase thenumber of visitors to Jejamuran Restaurant in SlemanRegency. The study employed a descriptive method with aqualitative approach. Informants were selected using apurposive sampling technique, consisting of owners,managers, marketing staff, representatives from theSleman Regency Tourism Office, and consumers. Data werecollected through observation, interviews, documentation,and questionnaires, then analyzed using the IFAS, EFAS, IE,SWOT, and QSPM matrices. The results indicate thatJejamuran Restaurant has strengths and opportunities thatcan be utilized to increase competitiveness, althoughseveral weaknesses and threats remain that need to beaddressed. The SWOT analysis identified several alternativemarketing strategies, while the QSPM namely leveraging adiverse range of mushroom-based menu options and aunique restaurant concept to continuously innovate themenu in line with evolving trends and consumer tastes,thereby maintaining competitivenes.
Co-Authors Annisa Nugraheni Afridhianika Rahmawati Setiyani