Strategi Bauran Pemasaran Ayam Zata Tahun 2023-2025
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Abstract
Penelitian ini merupakan penelitian terapan yang ditujukan untuk mengetahui masalah pemasaran yang dihadapi Ayam Zata dan menyusun strategi pemasaran baru yang tepat dan efektif sesuai dengan target pasar Ayam Zata. Penelitian ini menggunakan pendekatan kualitatif dan kuantitatif. Penelitian ini sendiri dilakukan pada gerai Ayam Zata cabang Cipinang Muara dan observasi yang dilakukan disekitar gerai sejauh 200 meter. Berdasarkan hasil penelitian, pelanggan telah memberikan persepsi bahwa Ayam Zata merupakan gerai aneka olahan ayam. Sambal bawang yang dimiliki Ayam Zata cukup disukai konsumen. Strategi pemasaran yang dilakukan Ayam Zata belum optimal karena masih sederhana. Promosi yang dilakukan sebatas melalui banner.
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