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Journal : Jurnal Ilmiah Edunomika (JIE)

 1 
ANALISIS STRATEGI PEMASARAN PADA WARUNG MAKAN TAKODO DALAM MENGHADAPI PERSAINGAN BERBASIS SWOT Andi; Isak Pasulu; Grace Sriati Mengga
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 3 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i3.18038

Abstract

ABSTRACT This study aims to analyze the marketing strategies implemented by Warung Makan Takodo in facing competition within the rapidly growing local culinary industry. The research employed a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews with the owner, employees, and customers, as well as observation and documentation, and analyzed using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The strengths identified include its strategic location in front of Pasar Baru Makale, authentic local menu such as kapurung and green bean porridge, cleanliness, comfortable atmosphere, friendly service, and high customer loyalty. Weaknesses comprise suboptimal operational management, limited staff during peak hours, lack of digital promotion, delays in raw material supply, and minimal innovation in modern menu items. Opportunities arise from the popularity of local and spicy food among young people, increasing economic activity around the market, positive impacts from Toraja cultural events and tourism, and the growth of social media and pre-order services. Threats include price competition, changing consumer preferences, rising raw material prices, dependency on market supplies, and the demand for digital services. The recommended strategies focus on optimizing strengths to seize opportunities, addressing weaknesses through opportunity utilization, using strengths to counter threats, and minimizing weaknesses while anticipating threats. Keywords: marketing strategy, SWOT analysis, food stall, competition, local culinary
Co-Authors Ahmad Lamsari Ahmad Muchlis Amries Rusli Tanjung Ani Heryani Anton Bahiroh, Eloh Bambang Sutejo, Bambang Basri, Halima Cecilia Chandra, Randy Brilliant Christina, Cindy Clara Devina Evangelina Dharma Putri, Asti Lintang Dian Andesta Bujuri Eddy, Pujiono Eloh Bahiroh Estu, Ahmad Zulkarnain Eulis Yulianti Faridah Fajar Pasaribu Fatika Andaristi Febri Pramudya Wardani Fernando, Edison Fitri Ginanjar, Seandy Grace Sriati Mengga HENDRA GUNAWAN B11211055 Henny Purnawa Dewi Hermansyah Hilda Nanda Priyatna Isak Pasulu Ismail Jeferson, Boling Jufrianto JUNAID GAZALIN Kariyani, Rina Kianto, Frisca Ariella Komardi, Dadi Kosasih, Denny Kudri, Wan Muhamad La ode Arwan La Ode Muhammad Arham Leo Kendrew Lian Ayu Kembarani Machfudoh Magfiratul Awalia Maulana Muhamad Sulaiman Maya Sidi Muammar Rinaldi Muhammad Aldo Muhammad Fauzan Azhmy MUHAMMAD YUSUF Mukhtar Muliyati Mulyani, Ana Susi Murlita Muthmainnah Mursidin Nadlifah, Hindun Khairotun Najla Indira Faradiva Nakata, Eko Niasari, Elva Nicholas Renaldo Nidia Rismania Dewi Ongsa Ong, Rezeki Paramawardhani, Herninanjati Purba, Jansaris Othniel Purnama, Intan Puteri, Cinderella Putri, Novita Yulia Rahmat Jaya Rodiatun Niswah Romaito Sasmita Siregar Roseline Rosita, Ita Sahlan Santosa, Aa Sawaluddin Siregar Soerono, Ayu Noorida Sri Ndaru Arthawati SUSI RAHMAWATI SUYONO Syahputra, Hidayat Syarifuddin Tri Nugraha Budi Santosa Wa Ode Suharni Wijaya, Evelyn Wilson, Vanness Yohana Theresia Maria Astuti Zeanette Tiarma Lisbet