MARKETING STRATEGIES TO INCREASE THENUMBER OF BUYERS AT JEJAMURANRESTAURANT IN SLEMAN REGENCY

Restu Yuan Yoga Nugraha (Universitas Duta Bangsa Surakarta)
Rahmawati Setiyani (Universitas Duta Bangsa Surakarta)
Annisa Nugraheni Afridhianika (Universitas Duta Bangsa Surakarta)

Proceeding of International Conference Health, Science And Technology (ICOHETECH)
2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)

This study aims to identify internal and external factorsinfluencing marketing strategies, formulate alternativestrategies, and determine priority strategies to increase thenumber of visitors to Jejamuran Restaurant in SlemanRegency. The study employed a descriptive method with aqualitative approach. Informants were selected using apurposive sampling technique, consisting of owners,managers, marketing staff, representatives from theSleman Regency Tourism Office, and consumers. Data werecollected through observation, interviews, documentation,and questionnaires, then analyzed using the IFAS, EFAS, IE,SWOT, and QSPM matrices. The results indicate thatJejamuran Restaurant has strengths and opportunities thatcan be utilized to increase competitiveness, althoughseveral weaknesses and threats remain that need to beaddressed. The SWOT analysis identified several alternativemarketing strategies, while the QSPM namely leveraging adiverse range of mushroom-based menu options and aunique restaurant concept to continuously innovate themenu in line with evolving trends and consumer tastes,thereby maintaining competitivenes.