Strategi Pemasaran Pada Usaha Kuliner Untuk Meningkatkan Pendapatan Pada Waroeng Syariah Kak Rose Di Kota Jambi

Abstract

This study examines marketing strategies in culinary companies to increase income in Worong Chiaria Kak Rose in Jambi City. The purpose of this study is to find out marketing strategies in the culinary sector and supporting/inhibiting factors in the implementation of marketing strategies to increase income in Worong Chiaria Kak Rose in Jambi City. The type of research is qualitative and descriptive with primary and secondary data types. Data collection techniques in this study include observation, interviews, and documentation, while the researcher uses domain analysis, classification, and component analysis. The results of the study show that marketing strategies in the culinary sector to increase income in Worong Chiaria Kak Rose in Jambi City can be seen through several marketing strategies that are implemented in an orderly manner, including business financial management strategies, raw material management strategies, different food pricing strategies, strategies to improve product quality and maximize promotion strategies because all strategies are interconnected with each other and Influence from one strategy to another. Supporting and inhibiting factors in implementing a culinary marketing strategy to increase revenue at Warong Chiaria Kak Rose in Jambi City include having loyal customers who survive and the evolution of social media as a way of doing business. At the same time, an inhibiting factor in implementing marketing strategies in the culinary business to increase income is the increase in commodity prices which leads to an increase in capital to be spent and affects income.