PROPOSED MARKETING STRATEGY OF RESTO AND RUMAH SENI NEK RAHA IN TOURISM REGION BELITUNG

• Main Author: Rizal, Abu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38736
• Institution: Institut Teknologi Bandung

The direct contribution of Travel and Tourism to Indonesia GDP is 1.8% of Total GDP Indonesia in 2016 and is forecast to rise by 5.6% pa, from 2017-2027. The direct contribution is matter relating with tourist activities such as hotel, travel agent, restaurants, and that deal directly with the tourist. It is show that create business related with tourist activities in tourism region is a great opportunity. Resto and Rumah Seni Nek Raha was established in 2018 to provide traditional food and antiques object from Belitung. However, Resto and Rumah Seni Nek Raha is new comer in this industry faces some problem, one of them is marketing strategy to attract the customers. The purpose of this research is proposed marketing strategy for Resto and Rumah Seni Nek Raha to attract more customers. The research method that used are quantitative and qualitative method. For quantitative method, the author spread questionnaire to visitors who has ever been visit Belitung to get their perspective about Resto and Rumah Seni Nek Raha. For qualitative method, the author conduct interview to the owner and person holding the important part of the Belitung area to analyze the current situation. In this research, conceptual framework used to analyze external and internal conditions of the market. For external analysis consisting of PEST Analysis, porter five forces, and competitive analysis. While the internal analysis consisting of STP and 7P’s, marketing mix, VRIO analysis, and porter value chain. After the method, internal and external analysis completed, SWOT of Resto and Rumah Seni Nek Raha obtained. The result of SWOT will determine marketing strategy to attract new customer. There recommendations are new STP and marketing mix to be guidance for marketing activities of Resto and Rumah Seni Nek Raha