PROPOSED DIGITAL MARKETING STRATEGIES FOR INCREASING SALES OF A BUSINESS CULINARY (CASE OF KONNICHIWA JAPANESE FOOD AND MORE)

• Main Author: Fikri Fahrurreza, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46760
• Institution: Institut Teknologi Bandung

Food is a primary need for survival for every human being and it is a cultural industry. Especially now in Indonesia, the food and beverage industry is developing very rapidly, especially Japanese food and other Asian foods. This increase was also triggered by the increasing needs of people in big cities that have difficulty sleeping, fast-paced, where citizens rarely have the time to cook for themselves and the convenience offered by the internet and the contribution of digital beginners in shipping and ordering services such as Gojek and Grab. Konnichiwa is a food stall that offers a variety of Japanese specialties and other Asian foods located in Bandung, West Java, which was established in 2017. However, total sales in the first and second years of Konnichiwa have not been able to reach the sales target set by the owner. Therefore this research was conducted to be able to find the cause of Konnichiwa's failure in achieving the sales target. This research uses a mixed-method, namely qualitative and quantitative methods. The qualitative method used to obtain primary data comes from interviews with Konnichiwa managers, while the quantitative method is used to obtain primary data about consumer analysis and consumer purchasing decision processes through questionnaires. The author also uses secondary data obtained from several sources such as websites, articles on the internet, BPS, and others to support this research. After the data is collected, the writer conducts several analyses such as internal analysis, external analysis, and consumer analysis. Internal analysis is used to obtain information about Konnichiwa's internal conditions, while external analysis is used to obtain information about the conditions and business environment of restaurants around the company. Consumer analysis is carried out to evaluate the company from a consumer perspective on the basis of the 4P marketing mix principle and to look for potential consumer habits on the basis of the consumer purchasing decision process. Based on the results of the analysis and use of the fishbone method, the root cause of Konnichiwa is in the promotion aspect, namely the weak marketing channel because it only uses social media as a promotion media and only sells offline. Therefore the author recommends a digital marketing strategy and strengthens the marketing channel that is selling online to solve these causes. Recommended marketing strategies are the new STP analysis, promotional strategies using Instagram, Facebook, restaurant review sites and partnering with GoFood. The author hopes Konnichiwa can implement recommendations and maintain positive trends so that Konnichiwa can achieve sales. targets every month.