Evaluasi Strategi Pemasaran Donat Bomboloni Dalam Menghadapi Persaingan Pasar Kuliner

Abednego Ketaren (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Bunga Van Dwi (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Desi Khairani (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Dwi Jayanti (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Dwiva Afrilia (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Rakhmawati Purba (Sekolah Tinggi Ilmu Ekonomi Bina Karya)

Management and Business Progress
Vol. 5 No. 1 (2026): Management and Business Progress Edisi Juni 2026

This study aims to evaluate the marketing strategy implemented by the Bomboloni Donut business in facing increasingly tight competition in the culinary market. Using a descriptive qualitative approach, data was collected through interviews, observations, and documentation studies of business actors and consumers. The results of the study indicate that the marketing strategies used include the use of social media, price promotions, and product innovation. Although these strategies are able to increase brand awareness and consumer purchasing interest, competition with similar products that offer differentiation and competitive prices remains a major challenge. Therefore, it is necessary to refine the strategy by paying attention to consumer trends, improving product quality, and strengthening brand identity to maintain and increase competitiveness in the dynamic culinary market.