Impelementation of Marketing Strategies as an Effort to Increase Costumer Loyalty at Dapur Cita Rasa Berkah Sukorejo

Authors

  • Lusi Oktaviani Universitas Ibrahimy
  • Moh Hafid Universitas Ibrahimy

DOI:

https://doi.org/10.38035/dijefa.v5i6.3737

Keywords:

Consumer Loyalty, Marketing Strategies, Marketing Mix.

Abstract

The culinary business is a crisis-resistant business because food is a basic human need. With the growth of the culinary business, Kopontren Musa’adah owned by Pondok Pesantren Salafiyah Syafi’iyah Sukorejo seized this opportunity by opening a culinary venture named Dapur Cita Rasa Berkah. To increase consumer loyalty, Dapur CRB uses the 7P marketing mix strategy, including product, price, place, promotion, people, process, and physical evidence. Using a qualitative descriptive research method, this study found that Dapur CRB utilizes members of Kopontren Musa’adah for promotions, offers a varied menu selection, is located in a densely populated residential area with an attractive layout for dining, relaxing, and meetings, provides Cash On Delivery (COD) service, and despite having many close competitors, conducts price comparisons directly in the field. They also offer packaging options tailored to the price for take-away purchases, and all tasks are carried out by 10 employees. The challenge faced is that the number of employees at Dapur Cita Rasa Berkah is only 10 people, divided into 2 work shifts, which is not proportional to the orders received, and the lack of understanding among employees regarding marketing strategies.

References

Al Arif, M. Nur Rianto Dasar-dasar Pemasaran Bank Syariah, 2010, Bandung: Alfabeta.

Alma, Buchari, Kewirausahaan Cetakan ke-12, 2008, Bandung: Alfabeta

Arikunto, Suharsimi, Prosedur Penelitian Suatu Pendekatan Praktek, 1993, Jakarta: Rineka Cipta,

Assauri, Sofjan, Manajemen Pemasaran, 2007, Jakarta: PT. Raja Grafindo Persada

Basu Swasta, Manajemen Pemasaran Modern, 1997, Yogyakarta : Liberti

Dharmmesta, Swastha dan Irawan, Manajemen Pemasaran Modern, 2005, Yogyakarta: Liberty

Egan, J. Relationship Marketing: Exploring Relational Strategies in Marketing, 2008, Pearson education.

Gitosudarmo, Indriyo, Manajemen Pemasaran,1994, Yogyakarta : BPFE UGM

Griffin, J. Customer Loyality: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan, 2005, Jakarta: Erlangga

Hurriyati, R, Bauran Pemasaran dan Loyalitas Konsumen, 2010, Bandung: Alfabeta

Indriyo, Gitosudarmo, Manajemen Pemasaran, 1994, Yogyakarta: BPEE Yogyakarta

Kasmir, Kewirausahaan, 2007, Jakarta: Raja Grafindo

Kotler and Gary Amstrong, Dasar-dasar Pemasaran Jilid ke-1, alih bahasa Alexander Sindoro, 1997, Jakarta : Prehallindo

Lofland, Yvona S., & Lyn H. Lofland, Analyzing Social Settings: A Guide to Qualitative Observation and Analysis, 1984, Belmont, Cal.: Wads worth Publishing Company

Moleong, Metode Penelitian Kualitatif, 2013, Bandung: Remaja Rosdakarya

Nur Afandi, Adiska, Implementasi Pemasaran Syariah Sebagai Upaya Peningkatan Kepuasan Anggota Pada Baitul Maal Wattamwil Sinar Amanah, Boyolangu Tulungagung, 2018, Skripsi

Penalosa, Mugiono, Pengarih Marketing Mix pada Keputusan Pembelian di KL Express Café Tidar Malang, Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Rambat Lupiyoadi, Manajemen Pemasaran Jasa: Teori dan Praktik, 2001, Jakarta: PT Salemba Emban Patria

Rangkuti, Freddy, Analisis SWOT Teknik Membedah Kasus Bisnis, 1997, Jakarta: Gramedia Pustaka Utama

Sholiha, Luthfi Rian, Strategi Bauran Pemasaran di Rumah Makan The Crabbys, Jurnal Pendidikan Teknik Boga

Subana, Muhammad, Dasar-Dasar Penelitian Ilmiah, 2005, Bandung: Pustaka Setia

Tjiptono, Fandy, Pemasaran Jasa, 2011, Yogyakarta : Bayumedia Publishing.

Utami, C.W, Manajemen Ritel Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia, 2010, Jakarta: Salemba Empat

Yusriadi, Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Loyalitas Konsumen pada Restoran Cepat Saji O’Chiken di Pekanbaru, Jurnal Ilmiah Ekonomi dan Bisnis, Vol.5 No.1

Downloads

Published

2024-12-30

How to Cite

Oktaviani, L., & Hafid, M. (2024). Impelementation of Marketing Strategies as an Effort to Increase Costumer Loyalty at Dapur Cita Rasa Berkah Sukorejo. Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(6), 5617–5624. https://doi.org/10.38035/dijefa.v5i6.3737