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

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.