Analysis of Traditional Menu Promotion Case Study: The City of Pagar Alam

Authors

  • Samuel Hamonangan Politeknik Pariwisata Palembang
  • Pelliyezer Karo Karo Politeknik Pariwisata Palembang
  • gus Setiawan Politeknik Pariwisata Palembang

DOI:

https://doi.org/10.33649/pusaka.v4i2.177

Keywords:

Promotion analysis, Traditional menu, Pagar Alam, Important Performance Analysis

Abstract

This study compares traditional menu promotion efforts' expectations and reality in Pagar Alam, South Sumatra. The focus of attention of food and beverage industry players is customers and competitors. By generating and offering value to their customers, food and beverage industry players can bind a customer, a food and beverage player who has succeeded in presenting superior value. In order to achieve this goal, every industry player must be able to produce and deliver the goods and services desired by consumers, in this case, tourists, according to the needs and desires of these tourists. The data analysis method uses Important Performance Analysis (IPA) on primary data obtained from 83 consumer respondents. The results showed strategies to improve product branding to introduce and improve the specific menu products of natural fences so that tourists more widely knew them. The results showed that labeling was in quadrant D (low expectation and perception values) at an IPA value of 5.40.

References

Darmawan, R., & Wibisono, S. (2019). Sistem Pakar

Resep Minuman Tradisional Menggunakan

Metode Case-Based Reasoning. Jurnal Dinamika

Informatika, 11(1).

https://doi.org/10.35315/infKaro Karo, P. (2020). Analysis of Experiential Marketing

Effect on Tourist Satisfaction Levels at The Tourist

Restaurant in Belitung District. Tourism Scientific

Journal, 5(2). https://doi.org/1 0.32659/tsj.v5i2.79

Karo Karo, P., Harahap, Z., & Hamonangan, S. (2020).

Persepsi dan Ekspektasi Wisatawan Terhadap

Kualitas Pelayanan Rumah Makan Wisata di Desa

Terong, Kabupaten Belitung. Jurnal Akademi

Pariwisata Medan, 8(1).

https://doi.org/10.36983/japm.v8i1.63

Karo Karo, P., & Rahman, A. (2020). Analisis Pengaruh

Experiential Marketing Terhadap Tingkat

Kepuasan Peserta Sports Event Jakabaring

Wonderful Run Palembang. PUSAKA (Journal of

Tourism, Hospitality, Travel and Business Event),

(2), 127–135.

https://doi.org/10.33649/pusaka.v2i2.32

Kopalle, P. K., & Lehmann, D. R. (1995). The Effects of

Advertised and Observed Quality on Expectations

about New Product Quality. Journal of Marketing

Research, 32(3).

https://doi.org/10.1177/002224379503200304

Kotler, Philip; Keller, K. L. (2020). Manajemen

pemasaran : Jil. 1 / Philip Kotler, Kevin Lane

Keller ; Alih Bahasa Bob Sabran. Jurnal

Manajemen Dan Enterpreneurship, 6(3).

Lubis, Z. (2021). Statistika Terapan untuk Ilmu-Ilmu

Sosial dan Ekonomi. In Penerbit Andi.

Manaf, S., Hasan, L. D., Musawantoro, M., & Zainal, F.

A. (2020). Pengaruh Kegiatan Pemasaran Online

(E-Commerce) terhadap Keunggulan Bersaing

Produk Kuliner Tradisional Di Sulawesi Selatan.

PUSAKA (Journal of Tourism, Hospitality, Travel

and Business Event), 2(1).

https://doi.org/10.33649/pusaka.v2i1.47

Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The

long-term impact of promotion and advertising on

consumer brand choice. Journal of Marketing

Research, 34(2). https://doi.org/10.2307/3151862

Micheaux, A., & Bosio, B. (2019). Customer Journey

Mapping as a New Way to Teach Data-Driven

Marketing as a Service. Journal of Marketing

Education.

https://doi.org/10.1177/0273475318812551

Pahwa, A. (2021). Sales Promotion: Definition ,

Strategies & Examples. Feedough.

Reza, F. (2016). Strategi promosi penjualan. Jurnal

Kajian Komunikasi, 4(1).

Rivaldy, B. F. (2021). Pengaruh Strategi Promosi,

Kualitas Produk dan Kualitas Layanan terhadap

Kepuasan Pelanggan. Value Added| Majalah

Ekonomi Dan … .

Sasongko, S. R. (2021). Faktor-faktor kepuasan

pelanggan dan loyalitas pelanggan ( Literature

Reviiew Manajemen Pemasaran ). Jurnal Ilmu

Manajemen Terapan, 3(1).

Sukatmadiredja, N. R., & Rosita, W. M. (2019). Strategi

Pemasaran Melalui Analisis Swot Pada Perusahaan

Kopi Lokal. Ecopreneur.12, 2(2).

https://doi.org/10.51804/econ12.v2i2.497

Sulartiningrum, S., Syaltut Abduh, M., & Saputra, W.

(2018). Analysis of Traditional Food Promotion in

South Sulawesi. https://doi.org/10.2991/ictgtd-

2018.41

Tresyanto, C. A. (2016). Strategi Pemasaran Untuk

Menarik Minat Masyarakat Pada Menu Tradisional

Semanggi - Surabaya. BIP’s Jurnal Bisnis

Perspektif, 8(2).

https://doi.org/10.37477/bip.v8i2.5ormatika.v11i1.8147

Downloads

Published

2024-06-07

How to Cite

Samuel Hamonangan, Pelliyezer Karo Karo, & gus Setiawan. (2024). Analysis of Traditional Menu Promotion Case Study: The City of Pagar Alam. Pusaka : Journal of Tourism, Hospitality, Travel and Business Event, 4(2), 125–133. https://doi.org/10.33649/pusaka.v4i2.177

Issue

Section

Articles

Similar Articles

1 2 3 4 5 6 7 > >> 

You may also start an advanced similarity search for this article.