Analisa Implementasi Strategi Pemasaran Untuk Meningkatkan Jumlah Pelanggan Di Waroeng Steak And Shake Cempaka Putih Jakarta Pusat

Authors

  • Wiwi Nurhayati Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Thamrin Thamrin Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta
  • Ghita Yasaningthias Institut Ilmu Sosial dan Manajemen STIAMI, Jakarta

DOI:

https://doi.org/10.31334/jambis.v1i6.2335

Keywords:

Implementation, Marketing Strategies, Marketing Mix

Abstract

Waroeng Steak and Shake is a steakhouse that stands with the concept of simplicity
and the principles of Halalan Thayyiban. However, in its business activities, the Waroeng Steak
and Shake menu is considered to have gradually increased and there are no bookings for
events. The purpose of this study was to analyze the implementation of the marketing strategy
to increase the customers at Waroeng Steak and Shake which was reviewed through the
Marketing Mix along with its obstacles and solutions. This research was conducted using a
descriptive qualitative approach with observation and interview techniques. The results
showed that Waroeng Steak and Shake experienced an increase in July to December but also
a decrease in the following six months in 2020, January to June. This was due to the Covid-
19 Pandemic that has caused a decline or even setback in business sectors. However, the
7P Marketing Mix strategy carried out by Waroeng Steak and Shake Cempaka Putih Central
Jakarta actually increased the number of customers. Started from May to June 2020 the
number of customers was stable, which means moving forward from the decline in the
previous months, considering the new normal situation with the health protocol enforced by
the government.

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Published

2021-12-31

Issue

Vol. 1 No. 6: Desember 2021

Section

Articles

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