Analisis Strategi Pemasaran dalam Mempertahankan Keberlangsungan Usaha pada Rumah Makan Gemilang Rasa di Kelurahan Talang Bakung Kecamatan Jambi Selatan Analysis of Marketing Strategies to Maintain Business Continuity at Gemilang Rasa Restaurant in Talang Bakung Village, South Jambi District

Article Sidebar

Page Numbers: 744-759
Download PDF
Published: Jul 25, 2024
Digital Object Identifier: 10.58578/arzusin.v4i4.3456
Save this to:
Article Metrics:
Viewed : 37 times
Downloaded : 15 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (0.00)
Connected Papers:
Connected Papers

Please do not hesitate to contact us if you would like to obtain more information about the submission process or if you have further questions.

Authors:
Nursamsi Nursamsi1, Addiarahman Addiarahman2, Mohammad Orinaldi3
Copyright :

Authors retain copyright and grant the journal right of first publication.


Main Article Content

Nursamsi Nursamsi
UIN Sulthan Thaha Saifuddin Jambi
Addiarahman Addiarahman
UIN Sulthan Thaha Saifuddin Jambi
Mohammad Orinaldi
UIN Sulthan Thaha Saifuddin Jambi

Abstract

Marketing strategy is the operational planning of a company with a design of activities to achieve goals while still taking into account internal and external business factors. Marketing is a strategic effort that aims to maintain and develop a business in order to generate profits for the company in both the goods and services sectors. Business sustainability is a condition that allows a company to survive in a competitive environment. This research aims to determine the marketing strategy of the Gemilang Rasa restaurant in maintaining business continuity and why the Gemilang Rasa restaurant does not carry out an optimal marketing mix, especially in the promotion process. This research uses descriptive qualitative methods. The data collection technique in this research uses observation, interview and documentation techniques. The results of this research show that the marketing strategy used by Gemilang Rasa Restaurant is the 6P Marketing Mix and the reason why Gemilang Rasa Restaurant does not carry out an optimal marketing mix, especially in the promotion process, is a lack of understanding about digitalization and the existence of costs/profit sharing when partnering with online food. delivery. Apart from that, there are also obstacles faced in maintaining business continuity, namely: business competition constraints and instability in raw material prices.

Keywords:
Marketing Strategy; Business Sustainability; Marketing Mix
Share Article:

Citation Metrics:

Downloads

Download data is not yet available.

Article Details

How to Cite
Nursamsi, N., Addiarahman, A., & Orinaldi, M. (2024). Analisis Strategi Pemasaran dalam Mempertahankan Keberlangsungan Usaha pada Rumah Makan Gemilang Rasa di Kelurahan Talang Bakung Kecamatan Jambi Selatan. ARZUSIN, 4(4), 744-759. https://doi.org/10.58578/arzusin.v4i4.3456

Creative Commons License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

References

Aprianto, I., Andriyansyah, M., Qodri, M., & Hariyanto, M. (2020). Etika & Konsep Manajemen Bisnis Islam. Deepublish.
Ayodya, W. (2013). Kursus Singkat-Usaha Rumah Makan Laris Manis. Elex Media Komputindo.
Fadly, H. D., & Sutama, S. (2020). Membangun pemasaran online dan digital branding ditengah pandemi covid-19. Jurnal Ecoment Global, 5(2), 213–222.
Haque, A., Ahmed, K., & Irfath Jahan, S. (2010). Shariah observation: advertising practices of Bank Muamalat in Malaysia. Journal of Islamic Marketing, 1(1), 70–77.
Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., Koho, I., Wijoyo, H., Siagian, A., & Cahyono, Y. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224.
Ikhsan, R. F., Devi, A., & Kosim, A. M. (2021). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Rumah Makan Pecak Hj. Sadiyah Cilodong Depok. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(1), 22–47.
Maulani, F. N., & Najibullah, N. (2022). Analisis Strategi Pemasaran Restoran Simpang Raya Cempaka Putih. Jurnal Tadbir Peradaban, 2(3), 170–184.
Nurcholifah, I. (2014). Strategi marketing mix dalam perspektif syariah. Jurnal Khatulistiwa LP2M IAIN Pontianak, 4(1), 73–86.
Panggabean, F. Y., Dalimunthe, M. B., Aprinawati, A., & Napitupulu, B. (2018). Analisis Literasi Keuangan Terhadap Keberlangsungan Usaha Kuliner Kota Medan. Jurnal Manajemen Dan Keuangan, 7(2), 139.
Purbohastuti, A. W. (2021). Efektivitas bauran pemasaran pada keputusan pembelian konsumen Indomaret. Jurnal Sains Manajemen, 7(1), 1–17.
Riyanti, B., & Aini, N. A. N. (2022). Strategi keberlangsungan usaha UMKM kampung singkong pada masa pandemi covid-19. Among Makarti, 15(2).
Satriadi, S., Almaududi Ausat, A. M., Heryadi, D. Y., Widjaja, W., & Sari, A. R. (2022). Determinants of Entrepreneurial Intention: A Study on Indonesian Students. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 29(3), 3.
Sayyid, M. (2020). Strategi Pemasaran Bisnis Farmasi. Zifatama Jawara.
Setiawati, I., & Widyartati, P. (2017). Pengaruh strategi pemasaran online terhadap peningkatan laba UMKM. Proceedings, 1(1).
Suwarni, E., Sedyastuti, K., & Mirza, A. H. (2019). Peluang dan hambatan pengembangan usaha mikro pada era ekonomi digital. IKRAITH-EKONOMIKA, 2(2), 29–34.
Wijayanti, R. (2018). Membangun Entrepreneurship Islami dalam Perspektif Hadits. Cakrawala: Jurnal Studi Islam, 13(1), 35–50.
Yulianti, F. (2019). Manajemen Pemasaran. Yogyakarta: Cetakan pertama. Deepublish Publisher.