Vol. 7 No. 2 (2023): Marine Tourism
Pryogo Susanto
Parahyangan Catholic University
Merin Sasmita
Parahyangan Catholic University
DOI: https://doi.org/10.19184/jtc.v7i2.39918
ABSTRACT
This study has a goal to find out the marketing mix strategy at the Lotek Ci Apang restaurant in Karawang Regency, West Java to improve local cuisine. The purpose of this study is in accordance with the formulation of the problem, this research uses qualitative methods by collecting data by means of triangulation, namely interviews, direct observation on the spot and carrying out documentation, data analysis techniques and drawing conclusions into a triangulation table to conclude information obtained from various parties. The results showed that the marketing mix strategy carried out by Lotek Ci Apang was based on the 7P marketing mix (Product, Price, Promotion, Place, People, Process, Physical Evidence) to develop local culinary delights, especially lotek. So the marketing mix strategy carried out at the Lotek Ci Apang restaurant can help and develop local cuisine based on marketing mix indicators
Keywords: Local Culinary, Marketing Mix, Strategy, Culinary Tourism, Lotek
