Analisis Strategi Pemasaran untuk Meningkatkan Penjualan di Depot Sari Rasa Situbondo

Abstract

A marketing strategy is a series of planned efforts undertaken by business owners to introduce products to consumers, attract buyers, and retain customers. This study aims to identify and analyze the marketing strategies implemented by Depot Sari Rasa Situbondo. The approach used in this study is qualitative. Data were collected through direct observation and in-depth interviews with the business owner, employees, and several customers. The results indicate that consistent taste quality is the primary factor in attracting and retaining customers. This is supported by the business owner’s statement: “We have a distinctive local flavor that is difficult to imitate because this depot has passed down its food recipes from generation to generation.” “Prices are still adjusted to purchasing power and market rates.” This strategy demonstrates the application of market-based pricing aimed at maintaining the business’s competitiveness. In terms of promotion, there are still weaknesses because the use of digital media has not been maximized. Consistent product quality is a form of product excellence that lies at the heart of customer satisfaction. Sales growth at Depot Sari Rasa depends not only on product quality but also on an overall marketing strategy. The integration of product quality, appropriate pricing, and broader use of digital promotions is key to enhancing the business’s competitiveness.