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Journal : Economic Reviews Journal

Strategi Pemasaran Restoran Cucina dalam Meningkatkan Daya Saing di Industri Hospitality Premium Jasmin, Ni Putu Ari Aira; Antari, Ni Putu Bayu Widhi; Korry, Putu Dyah Permatha; Diatmika, I Nyoman Gede Arya
Economic Reviews Journal Vol. 5 No. 1 (2026): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i1.1100

Abstract

The development of the tourism industry in Bali has significantly contributed to the growth of the hospitality sector, particularly restaurants located in star-rated hotels. This situation has increased competition among restaurants in attracting both international tourists and local customers. Cucina Restaurant, located at Sofitel Bali Nusa Dua Beach Resort, is a fine dining restaurant that offers authentic Italian cuisine combined with premium service standards. In order to face the growing competition, restaurants need to implement effective marketing strategies to maintain their existence and improve their competitiveness in the premium hospitality industry. This study aims to analyze the marketing strategies implemented by the management of Cucina Restaurant in improving the restaurant’s competitiveness. This research uses a qualitative method with a descriptive approach. Data collection techniques include observation, interviews with management staff involved in operational and marketing activities, and documentation related to the restaurant’s marketing efforts. The collected data were analyzed using the marketing mix concept which includes product, price, place, promotion, people, process, and physical evidence. The results show that the marketing strategies implemented by Cucina Restaurant include developing high-quality food products with an authentic Italian concept, setting prices that align with the premium market segment, utilizing its strategic location in the Nusa Dua tourism area, and conducting promotional activities through social media, collaborations with influencers, and various culinary events. In addition, service quality, professional human resources, and an elegant restaurant atmosphere play an important role in creating a memorable dining experience for customers. Through the implementation of these marketing strategies, Cucina Restaurant is able to enhance its competitiveness within the premium hospitality industry.
Co-Authors AA Ayu Carnesya Cipta Resmi Bilton adi, I made guna Alifiah Hamidah Hakim Aprillia, Ni Ketut Kori Ariastuti, Ni Made Murni Arniti, Ni Ketut Ayu Mirayani Pradnyadari, Ni Luh Made Das, Angelistha Pranatha Desak Made Febri Purnama Sari Dewi, Putu Purnama Djarut, Adelia Dwipayanti, Kadek Diah Fajar Nugroho Farendra, Dewa Gede Dedy I Kadek Yogi Paramartha I Komang Riski Apriadi I Made Bayu Aditya Putra I Made Suidarma I Made Wirya Darma I Nyoman Gede Arya Diatmika I Nyoman Subanda I Wayan Joniarta I.G.G.A Dewi Sucitawathi Pinatih Ida Ayu Putri Triadnyani Indrayani, Luh Wulan Widi Intan Tiarani Koli Jasmin, Ni Putu Ari Aira Kartika, Gita Komang Ayu Puspita Dewi Komang Widhya Sedana Putra P Kurniawan, I Wayan Latupeirissa, Jonathan Jacob Paul Lestari, Ni Luh Yuni Lina Miftahul Jannah Made Kalpika Pradnyaswari Made Mulyadi Mahadewi, Ni Ketut Ayu Maheswari, Anak Agung Istri Agung Mulyadi, Felicia Ivonne Ni Ketut Arniti Ni Luh Putu Marsha Putri Aditya Ni Putu Yunita Anggreswari Ni Wayan Widhiasthini Ni Wayan Widhiastini Nuning Indah Pratiwi Nursina Nursina, Nursina Parasari, Nyoman Sri Manik Pertiwi, Ni Putu Sintya Dewi Pinathi, I.G.A.A. Dewi Sucitawati Pinatih, Dewi Sucitawathi Pinatih, I.G.A.A. Dewi Sucitawathi Pratiwi, Putu Ersa Citra Puspita, Rika Putri, Gusti Ayu Nadya Tamara Putri, Putu Calista Ardelia Ivana Putu Dyah Permatha Korry Putu Ratna Juwita Sari Requelmia Dezani da Fonseca Lopes Saputri, Ni Kadek Nolla Hari Sari, Putu Ratna Juwita Shinta Cantika Dewi Suarnitha, Ni Putu Early Pradnya Syauta, Angel Yonata Yuliastari, Komang Novi