Analisis Strategi Pemasaran Produk, Promosi dan Fasilitas Fisik Jasmine Cakery

Baitirahman, Anisa Nur and Rejeki, Marsudi Endang Sri (2024) Analisis Strategi Pemasaran Produk, Promosi dan Fasilitas Fisik Jasmine Cakery. [Artikel Dosen]

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Abstract

The food business was growing very rapidly and is in great demand by community in addition to its relentless needs. The increasing number of businesses engaged in food will result in competition for market share and consumers. Therefore, it is necessary tohave a marketing strategy to maintain and develop its business. This study aims to determine the implementation of the marketing strategy of Jasmine CakeryProducts, Promotions, and Physical Facilities. The method used descriptive qualitative research conducting interview, observation, and documentation. Sources of data obtained as primary data include marketing managers, outlite leaders and secondary data obtained from literature, books, articles, news and others. The data analysis performed data reduction, as well as data triangulation for validation. The results show Jasmine Cakeryhad implemented a marketing strategy of products, promotions, and physical facilities. The products produced are premium, hygienic, and halal-certified products, there are ± 200 product variants with best-selling products, namely choco bun, banana bread, and chocolate cake as well as Spotify cake as a signature product. The promotion used by Jasmine Cakeryis to use social media such as Instagram, tiktok, and use the services of an influencer. To establish customer loyalty, Jasmine Cakerylaunched a membership application, namely "Sahabat Jasmine". Jasmine Cakery's physical facilities include an interior design with a home sweet concept, dine-in facilities, delivery service, a large parking area, signage, and a billing method using Moka Pos as a support in the transaction process.Keywords: marketing strategy, physical evidence, product, promotion.ABSTRAKBisnis makanan berkembang sangat pesat dan banyak diminati oleh masyarakat disamping dengan kebutuhan yang tiada hentinya. Hal ini mengakibatkan persaingan pasar dan konsumen. Oleh karena itu, perlu adanya strategi pemasaran untuk mempertahankan dan mengembangkan bisnisnya. Penelitian ini bertujuan mengetahui penerapan strategi pemasaran produk, promosi, dan fasilitas fisik Jasmine Cakery. Metode penelitian ini menggunakan kualitatif deskriptif dengan wawancara, observasi, dan dokumentasi. Sumber data meliputi data primer dari manajer marketing, dan leader outliteserta data sekunder dari literatur buku, artikel, berita dan lainnya. Analisis data dengan reduksi data, serta triangulasi data sebagai uji keabsahan data. Hasil penelitian menunjukkan Jasmine Cakerymenerapkan strategi pemasaran produk, promosi, dan fasilitas fisik dengan baik. Produk yang dihasilkan merupakan produk premium, higienis, dan bersertifikasi halal dengan ± 200 varian produk dengan produk best seller, yaitu choco bun, roti pisang, dan chocolate cakeserta Spotify cake sebagai produk signature. Jasmine Cakerymengambil budaya Eropa dan Asia, Amerika, Prancis, Australia, Itali, Jepang dan Mesir. Jasmine Cakerymelakukan promosi dengan media sosial Instagram, tiktok, serta memakai jasa influencer. Untuk menjalin loyalitas pelanggan Jasmine Cakerymeluncurkan aplikasi membership yaitu “Sahabat Jasmine”. Fasilitas fisik Jasmine Cakery,yaitu desain interior dengan konsep home sweet, fasilitas dine in, delivery service,area parkir yang luas, papan nama, serta metode billingdengan menggunakan moka pos sebagai penunjang dalam proses transaksi.Kata Kunci:fasilitas fisik, produk, promosi, strategi pemasaran.

Item Type:	Artikel Dosen
Keyword:	marketing strategy, physical evidence, product, promotion
Subjects:	H Social Sciences > HB Economic Theory Z Bibliography. Library Science. Information Resources > ZA Information resources
Divisi / Prodi:	Faculty of Economics (Fakultas Ekonomi) > S1-Food Servicee Bussines (S1-Bisnis Jasa Makanan)
Depositing User:	Marsudi Rejeki
Date Deposited:	03 Sep 2024 08:50
Last Modified:	03 Sep 2024 08:50
URI:	http://eprints.uad.ac.id/id/eprint/71037

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