Comparison Of Marketing Mix Strategy (4p) In The Culinary Business Of Lodho Yolla Restaurant, Lodho Lissy Restaurant, And Lodho Bu Yayuk Restaurant In Tulungagung Regency

Eno Wahyu Endriansyah; Tutut Suryaningsih; Bayu Cahyoadi

doi:10.63922/ijebir.v5i05.6125

Eno Wahyu Endriansyah Economic Education Study Program, Faculty of Social Sciences and Humanities, Universitas Bhinneka PGRI, Tulungagung, Indonesia
Tutut Suryaningsih Economic Education Study Program, Faculty of Social Sciences and Humanities, Universitas Bhinneka PGRI, Tulungagung, Indonesia
Bayu Cahyoadi Economic Education Study Program, Faculty of Social Sciences and Humanities, Universitas Bhinneka PGRI, Tulungagung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6125

Keywords: Marketing Mix Strategy (4P), Culinary Business, Competitiveness, Lodho Restaurant, Tulungagung

Abstract

Despite the high economic potential of the culinary sector in Tulungagung Regency, many traditional food businesses struggle to sustain their competitiveness due to inconsistent marketing practices. This study aims to analyze and compare the implementation of the marketing mix strategy (4P), including product, price, place, and promotion, to enhance competitiveness in the chicken lodho culinary business. This study employs a qualitative approach with a multi-site study design at Lodho Yolla Restaurant, Ayam Lodho Lissy, and Ayam Lodho Bu Yayuk. Data were analyzed using interactive model analysis, consisting of data reduction, data display, and conclusion drawing. The results indicate that the success of these three restaurants lies in the integration of unique 4P strategies: authentic product quality, value-based pricing, integrated distribution channels, and electronic word-of-mouth (e-WoM) promotion. These findings confirm that marketing strategies must be adaptive to the characteristics of each market segment. This research implies the necessity for culinary entrepreneurs to synchronize their marketing mix elements as a foundation for building sustainable competitive advantage and contributing to local economic development.

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