Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan)
Gurusinga, Louis Stevania Br
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Strategi Pemasaran Usaha Makanan Khas Batak Karo Kamikaze di Kota Manado Gurusinga, Louis Stevania Br; Mandei, Juliana Ruth; Maweikere, Audrey Julia Maria
Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) Vol. 8 No. 1 (2026): JOURNAL OF AGRIBUSINESS AND RURAL DEVELOPMENT (Jurnal Agribisnis dan Pengembang
Publisher : Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi, Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/agrirud.v8i1.66991

Abstract

This study aims to identify and evaluate the marketing strategies applied by the Kamikaze Batak Karo Traditional Restaurant in Manado City, an ethnic culinary business that introduces Batak Karo cuisine outside its cultural origin. The research employed a descriptive quantitative method with the 7P marketing mix framework, comprising product, price, place, promotion, people, process, and physical evidence. Data were collected from 39 respondents through closed-ended questionnaires and interviews with the business owner, analyzed using a three-point Likert scale. Findings indicate that all marketing aspects were rated “good” by consumers, except for pricing, which was considered “fair” due to the lack of direct-purchase discounts. The physical evidence aspect received the highest score, highlighting the role of visual appeal and ethnic ambiance in shaping a positive business image. With an average marketing score of 102 out of a maximum of 117, the marketing strategy of Rumah Makan Kamikaze is categorized as effective. These results affirm that culturally-based differentiation, when aligned with adaptive marketing strategies, can successfully engage cross-cultural consumers in the local agribusiness market.
Co-Authors Juliana Ruth Mandei Maweikere, Audrey Julia Maria