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All Journal Daya Saing : Jurnal Ilmu Manajemen Jurnal Pendidikan Kewarganegaraan Dan Filsafat Jurnal Akuntansi Audit dan Perpajakan Indonesia (JAAPI) Jurnal Akuntan Publik Pusat Publikasi Ilmu Manajemen Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Cindy Fredicia Putri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Journal : Pusat Publikasi Ilmu Manajemen

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Analisis Strategi Pemasaran Sebagai Strategi Persaingan Bisnis: Studi Kasus Bisnis Kuliner Rumah Makan Talago Biru di Kota Pekanbaru Cindy Fredicia Putri; Atika Fitriani; Devinda Ramdani; Aisyah Rahmatul Fitri; Dian Puji Puspita Sari
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 2 No. 3 (2024): Juli : Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v2i3.427

Abstract

This study aims to analyze marketing strategies as an effort to increase the competitiveness of the Talago Biru restaurant business in Pekanbaru City. The research method used is descriptive with a qualitative approach. Data was collected through semi-structured interviews using an interview guide as the main tool for collecting information. The research results show that Talago Biru has succeeded in implementing effective marketing strategies to expand their target market and maintain business competitiveness. This strategy includes market segmentation based on geographic and demographic criteria, determining appropriate target markets, as well as using a comprehensive marketing mix (product, price, place and promotion). Supporting factors in implementing this strategy include consistent product quality, service that satisfies customers, and complete business licensing. However, there are also inhibiting factors such as limited raw materials and tight market competition. This study provides an in-depth understanding of how marketing strategies can be a crucial factor in increasing business competitiveness in the culinary industry.
Co-Authors Agum Murtaib Agustiawan Aisyah Rahmatul Fitri Atika Fitriani Devinda Ramdani Dian Puji Puspita Sari Dwi Fionasari Fitriani, Atika Hesti Juliani Ilham Hudi Putri Dasti S Harahap Rama Gita Suci Sarifah Aini Hasibuan siti rodiah Yolanda Citra