STRATEGI PEMASARAN RUMAH MAKAN TRADISIONAL DI KABUPATEN SUMENEP PADA ERA DISRUPSI DIGITAL

Siti Saadah, Devi Mariska

Abstract


Examining effective marketing strategies for traditional restaurants in Sumenep in facing the era of disruption. The era of disruption is characterized by rapid changes in technology, consumer behavior, and increasingly fierce business competition. In this context, traditional restaurants in Sumenep are faced with the challenge of remaining relevant and competitive. The research methodology involves surveys, interviews, and data analysis to understand changing consumer behavior, technology trends, and the most effective marketing strategies. The research results show that traditional restaurants can adopt technology-based marketing strategies, such as digital marketing, to increase their visibility and appeal to modern consumers. Additionally, it is important for traditional restaurants to maintain elements of their cultural and culinary uniqueness in their marketing strategies. In this way, they can attract the attention of local and international tourists looking for authentic culinary experiences. This research provides an insight into how traditional restaurants in Sumenep can adapt to the era of disruption through appropriate marketing strategies. Traditional restaurants need to invest in technology and marketing creativity to remain competitive and maintain their culinary heritage in a rapidly changing market. This research was conducted at three traditional restaurants in Sumenep district which are legendary and have been around for a long time, namely Kartini Restaurant, Restaurant 17, and Satay Depot Restaurant 35.

Full Text:

PDF

References


Kominfo. Indonesia Akan Jadi Pemain Ekonomi Digital Terbesar di Asia Tenggara [Internet]. Available from: https://www.kominfo.go.id/content/detail/6441/indonesia-akan-jadi-pemain-ekonomi-digital-terbesar-di-asia-tenggara/0/berita_satker

Wardhani AK, Romas AN. Analysis of Digital Marketing Strategies in the Covid-19 Pandemic. EXERO J Res Bus Econ. 2022;4(1):29–53.

BPS. Jumlah Rumah Makan/Restoran di Provinsi Jawa Timur Menurut Kabupaten/Kota (Unit), 2014-2015 [Internet]. Available from: https://lumajangkab.bps.go.id/indicator/16/90/2/jumlah-rumah-makan-restoran-di-provinsi-jawa-timur-menurut-kabupaten-kota.html

Ugik Madyo. Rumah Makan Kartini Sumenep [Internet]. 2018. Available from: https://www.ugikmadyo.com/2018/02/rumah-makan-kartini-sumenep.html

Yummy Advisor. Rumah Makan 17 Agustus [Internet]. Available from: https://www.yummyadvisor.id/kabupaten-sumenep/restoran-rumah-makan-17-agustus-kabupaten-sumenep/review/

Sunandes A, Zamrodah Y, Puspitorini P, Lisaria Putri R. Pengembangan Digital Marketing Dalam Meningkatkan Komersialisasi Usaha Batik Kembang Turi. VIABEL J Ilm Ilmu-Ilmu Pertan. 2022;16(2):140–5.

Utari W, Darminta MY. Strategies To Maintain Customer Loyalty In Indonesia’s Pandemic. J Ekbis. 2022;23(1):285.

Sempati GPH, L B. pdf. persepsi dan perilaku remaja MT. MM. Univ Negeri Yogyakarta. 2017;1–9.

Mas’ud R. Marketing Digital di Era Disrupsi [Internet]. 2020. 1–23 p. Available from: http://repository.uinmataram.ac.id/1711/1/Marketing Digital di Era Disrupsi.pdf

Fadli MR. Memahami desain metode penelitian kualitatif. Humanika. 2021;21(1):33–54.

Yayan Supriyanto. Sate 35 Bluto Sumenep, Enggak Pernah Sepi Pengunjung Sampai Didatangi Presiden Jokowi [Internet]. Food. 2022. Available from: https://food.indozone.id/resep/amp/941258512/sate-35-bluto-sumenep-enggak-pernah-sepi-pengunjung-sampai-didatangi-presiden-jokowi-

Abdul Basri. Gubernur hingga Presiden Pernah Mencicipi Sate 35 Bluto. Radar Madura [Internet]. 2018; Available from: https://radarmadura.jawapos.com/sumenep/amp/74890096/gubernur-hingga-presiden-pernah-mencicipi-sate-35-bluto

Kusuma, D. F., & Sugandi MS. Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh Dino Donuts. J Manaj Komun. 2019;3(1).

Sururuddinn MLLSIN. Pola Pemasaran pedagang tradisional di era gangguan ritem moder. J Ris Tindakan Indones [Internet]. 2022;7 No. 4(4):213–24. Available from: https://jurnal.iicet.org/index.php/jrti/article/view/2529




DOI: https://doi.org/10.32897/sobat.2023.5.0.3083

Refbacks

  • There are currently no refbacks.


Published by:

Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM)
Universitas Sangga Buana
Bandung, Jawa Barat, Indonesia