MARKETING STRATEGIES TO INCREASE THENUMBER OF BUYERS AT JEJAMURANRESTAURANT IN SLEMAN REGENCY
DOI:
https://doi.org/10.47701/x80fxx65Keywords:
Marketing strategy, SWOT, IFAS, EFAS, QSPM, Jejamuran RestaurantAbstract
This study aims to identify internal and external factors
influencing marketing strategies, formulate alternative
strategies, and determine priority strategies to increase the
number of visitors to Jejamuran Restaurant in Sleman
Regency. The study employed a descriptive method with a
qualitative approach. Informants were selected using a
purposive sampling technique, consisting of owners,
managers, marketing staff, representatives from the
Sleman Regency Tourism Office, and consumers. Data were
collected through observation, interviews, documentation,
and questionnaires, then analyzed using the IFAS, EFAS, IE,
SWOT, and QSPM matrices. The results indicate that
Jejamuran Restaurant has strengths and opportunities that
can be utilized to increase competitiveness, although
several weaknesses and threats remain that need to be
addressed. The SWOT analysis identified several alternative
marketing strategies, while the QSPM namely leveraging a
diverse range of mushroom-based menu options and a
unique restaurant concept to continuously innovate the
menu in line with evolving trends and consumer tastes,
thereby maintaining competitivenes.
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