IMPLEMENTATION OF MARKETING MIX AT BUMI SUNDA RESTO BANDUNG
IMPLEMENTATION OF MARKETING MIX AT BUMI SUNDA RESTO BANDUNG
DOI:
https://doi.org/10.60038/jpv.v7i1.155Keywords:
Marketing Mix, Promotion, Customer Visits, RevenueAbstract
The restaurant industry in West Java has experienced rapid growth in line with the increasing demand for ready-to-eat food. Business competition among restaurants has intensified, especially in major cities such as Bandung. One restaurant facing this challenge is Bumi Sunda Resto, which has operated for four years with a traditional Sundanese dining concept. Despite various marketing strategies implemented, both online and offline, most visitors come based on word-of-mouth recommendations rather than the restaurant's direct marketing efforts. Observations and customer data indicate that Bumi Sunda Resto's marketing effectiveness remains low, leading to a decline in revenue over a certain period. This study aims to evaluate the implementation of the marketing mix, which includes five key elements: product, price, place, promotion, and physical evidence, also known as the Five Pillars of Marketing. The results of this research are expected to provide recommendations for improving Bumi Sunda Resto’s marketing strategies and enhancing its competitiveness within Bandung’s growing culinary industry.
Keywords: Marketing Mix, Promotion, Customer Visits, Revenue,References
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa. Salemba Empat.
Nugroho, M. A. (2021). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen pada Restoran Cepat Saji di Kota Bandung. Jurnal Ilmu Manajemen Terapan, 13(2), 112–120. https://doi.org/10.31294/jimt.v13i2.12345
Putri, A. D., & Sari, D. P. (2020). Analisis Strategi Pemasaran 5P dalam Meningkatkan Daya Saing UMKM Kuliner. Jurnal Ekonomi dan Bisnis, 9(1), 45–55. https://doi.org/10.21009/jeb.009.01.05
Ramadhani, R., & Yuliana, E. (2022). Pengaruh Bauran Pemasaran terhadap Loyalitas Pelanggan pada Industri Kuliner. Jurnal Pemasaran Kompetitif, 6(3), 78–89. https://doi.org/10.22225/jpk.6.3.2022.78-89
Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2018). Metode Penelitian Bisnis. Alfabeta.
Astuti, A. D., & Putra, A. H. P. K. (2020). Analisis Strategi Pemasaran dalam Meningkatkan Penjualan Produk Makanan pada UMKM. Jurnal Ekonomi dan Bisnis, 23(2), 145–158. https://doi.org/10.31219/osf.io/xxxxx
Ramadhan, R., & Sari, M. (2021). Pengaruh Strategi Bauran Pemasaran terhadap Loyalitas Konsumen di Restoran Cepat Saji. Jurnal Manajemen dan Pemasaran Jasa, 14(1), 32–45. https://doi.org/10.9744/jmp.14.1.32-45
Lestari, N. P. D., & Supartha, W. G. (2019). Peran Bauran Pemasaran dalam Meningkatkan Kepuasan Pelanggan di Industri Kuliner. E-Jurnal Manajemen Unud, 8(5), 3212–3230. https://doi.org/10.24843/EJMUNUD.2019.v08.i05.p15
Wahyuni, S., & Prasetyo, A. (2022). Evaluasi Strategi Pemasaran Digital dalam Usaha Mikro Kuliner Tradisional. Jurnal Administrasi Bisnis, 60(1), 23–30. https://doi.org/10.1016/j.jab.2022.01.004
Yuliana, M., & Handayani, L. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Restoran Lokal. Jurnal Ilmu Ekonomi dan Sosial, 11(3), 190–199. https://doi.org/10.21009/jies.113.05
