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<http://digilib.unila.ac.id/id/eprint/57175> <http://purl.org/dc/terms/title> "Analisis Strategi Pemasaran Rumah Makan Bebek Belur\r\n\r\ndi Kota Bandar Lampung"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/57175> <http://purl.org/ontology/bibo/abstract> "Tujuan penelitian adalah mengidentifikasi bauran pemasaran, mengidentifikasi\r\nfaktor internal yang meliputi kekuatan dan kelemahan, faktor eksternal meliputi\r\npeluang dan ancaman, dan menentukan strategi pemasaran paling tepat yang dapat\r\nditerapkan oleh Rumah Makan Bebek Belur. Metode yang digunakan dalam\r\npenelitian adalah wawancara dan penyebaran kuesioner. Terdapat dua jenis\r\nkuesioner yang digunakan yaitu kuesioner kinerja bauran pemasaran dan kuesioner\r\nanalisis SWOT. Hasil penelitian menunjukkan bahwa kinerja bauran pemasaran\r\n(4P) yang telah dijalani oleh Rumah Makan Bebek Belur untuk strategi produk\r\ndengan atribut penampilan produk, rasa, kualitas bahan baku dan porsi penyajian\r\nmenurut responden telah sesuai dengan keinginan dan kebutuhan konsumen\r\ndengan nilai rata-rata 4 sedangkan untuk atribut wadah penyajian menurut\r\nresponden biasa saja dengan nilai rata-rata 3. Startegi harga menurut responden\r\ntelah sesuai dengan keinginan dan kebutuhan konsumen dengan perolehan nilai\r\nrata-rata 4. Strategi tempat menurut responden telah sesuai dengan keinginan dan\r\nkebutuhan konsumen dengan perolehan nilai rata-rata 4. Strategi promosi\r\n\r\nmenghasilkan nilai rata-rata 3 yang menurut responden biasa saja. Hasil analisis\r\nSWOT yang telah dilakukan menghasilkan kekuatan faktor lingkungan internal\r\nyang mempengaruhi usaha Rumah Makan Bebek Belur adalah kualitas produk\r\ndan harga produk. Kelemahan yang dimiliki rumah makan adalah manajemen\r\nkeuangan dan keterbatasan modal. Peluang terbesar yang dimiliki Rumah Makan\r\nBebek Belur adalah kualitas hubungan baik dengan pelanggan. Ancaman yang\r\ndihadapi Rumah Makan Bebek Belur berupa kenaikan harga bahan produksi dan\r\npersaingan dengan rumah makan lain.\r\n\r\nKata Kunci : Bauran Pemasaran (4P), Rumah Makan Bebek Belur, Strategi Pemasaran, The purpose of this study is to discuss the marketing mix, discuss internal factors\r\nthat contain strengths and weaknesses, external factors contain opportunities and\r\nthreats, and determine the most appropriate marketing strategy that can be applied\r\nby the Bebek Belur Restaurant. The method used in the study are interviews and\r\nquestionnaires. There are two types of questionnaires, namely marketing mix\r\nquestionnaire and SWOT analysis. The results showed that the marketing mix\r\nresearch (4P) that had been done by Bebek Belur Restaurant in product strategies\r\nwith product attributes, taste, quality of raw materials and serving portion\r\naccording to respondents was in accordance with consumer demand and needs\r\nwith an average value of 4 for container attributes presentation according to\r\nordinary respondents with an average value 3. The initial price according to the\r\nrespondent is in accordance with the demands and needs of the customer with an\r\naverage value 4. The place strategy of respondent is in accordance with the needs\r\nand needs of consumers with an average added value 4. Strategy the promotion\r\nyields an average value of 3 according to normal respondents.The results of the\r\n\r\nSWOT the strengths of internal environmental factors that affect the business of\r\nBebek Belur Restaurant were product quality and product prices. The weakness\r\nof the restaurant were financial management and limited capital. The biggest\r\nopportunity owned by Bebek Belur Restaurant was the quality of customers good\r\nrelations. The threat is in the form of rising prices of production materials and\r\ncompetition with other restaurants.\r\n\r\nKeywords: Bebek Belur Restaurant, Marketing Strategy, Marketing Mix (4P), SWOT"^^<http://www.w3.org/2001/XMLSchema#string> .
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