Exploring Local Wisdom-Based Marketing To Enhance Consumer Attraction At Bu Asih Restaurant In Bandar Lampung City
Keywords:
Exploration, Marketing, Local Wisdom, Attraction, Consumers.
Abstract
Bu Asih Eatery is a local restaurant located at Jl. Bumi Manti 3 No. 3, Labuhan Ratu, Rajabasa, Bandar Lampung. Although the number of visitors increased from 12,450 in 2022 to 16,950 in 2024, the restaurant's revenue showed a declining trend, decreasing by 5% in 2023 and by 3% in 2024. This decline is partly influenced by reduced menu prices, increased operational costs, the provision of discounts, and rising raw material prices that have suppressed profit margins. This study aims to explore the role of local wisdom-based marketing in enhancing consumer attractiveness at Bu Asih Eatery in Bandar Lampung. This research adopts a qualitative approach, with data collected through interviews, observations, and documentation, and analyzed using qualitative analysis techniques. The results indicate that the implementation of local wisdom-based marketing strategies, through traditional menus, authentic flavors, and friendly service, has successfully built a unique identity and attracted consumers. Factors such as traditional recipes, the use of local ingredients, affordable prices, and a warm atmosphere enhance emotional closeness with customers. Consumers responded positively to the uniqueness of the menu and services. However, challenges include limited resources, conventional promotional methods, and competition from modern restaurants. With proper management, this strategy has the potential to increase customer satisfaction, loyalty, and attract new consumers.
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Rohaeni, D., & Dede. (2025). Utilizing cultural heritage-based business strategies for the growth of MSMEs in Banyumas. Journal of Entrepreneurship Business Management, 4(1), 533-551.
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Syahrun, S. (2021). Developing local wisdom as a basis for community empowerment. Lisani, 5(1), 45-58.
Veronica, A. (2025). Local culinary optimization strategies in sustainable tourism. Scientific Journal of Tourism, 14 (2), 123-135.
Wijaya, ME (2022). The influence of marketing strategies in increasing consumer appeal. Journal of Economics and Business, 5(2), 100-112.
that 's always busy? Implement 9 restaurant promotion strategies. ESB.id. https://www.esb.id/id/inspirasi/strategi-promosi-restoran
Central Statistics Agency (BPS). (2024). Food and Beverage Supply Statistics 2023. Retrieved from https://www.bps.go.id/id/publication/2024/03/14/statistik-penyediaan-makanan-dan-minuman-2023.html .
Central Statistics Agency of Lampung Province. (2024). Tourism Indicator Data of Lampung Province 2018–2024. Retrieved from https://opendata.lampungprov.go.id/dataset/data-indikator-pariwisata-provinsi-lampung-tahun-20182024 .
Central Statistics Agency of Bandar Lampung City. (2024). “Number of Eateries/Restaurants by District, 2022-2024.” BPS Bandar Lampung City. Retrieved from https://bandarlampungkota.bps.go.id/id/statistics-table/2/MjM0IzI%3D/jumlah-rumah-makan-restoran-menurut-kecamatan.html .
Choirunnisa, A. (2025). Analysis of marketing strategies based on modern marketing methods at Windi Shoes MSME. Improvement Journal, 2(1), 1-12. https://journal.um-surabaya.ac.id/improvement/article/download/26223/9533
Diandra, D., Sulistianto, H., Priyono, A., Hidayah, Z., Setiawan, RA, & Arisandi, D. (2023). Village product promotion strategies based on local wisdom: Lessons from Indonesia. Migration Letters, 21(S3), 127-133. https://migrationletters.com/index.php/ml/article
Dira, A. (2024). Exploring restaurant creativity based on local wisdom: A case study of a Sundanese restaurant. Jurnal Penelitian Pariwisata Pahlawan, 3(2), 112-125. https://journal.universitaspahlawan.ac.id/index.php/jrpp/article/download/41278/26193/137454
Djuarni, W. (2023). Product Strategy Based on Local Wisdom. Journal of Management and Entrepreneurship Inspiration Research.
Estriana, V., & Pratami, R. (2025). Local wisdom-based marketing communication strategy to advance tourism villages: A case study of Keranggan Tourism Village. Syntax Literate: Indonesian Scientific Journal, 10(3), 2606-2618.
Firdaus, A. (2017). The influence of marketing strategies on consumer purchasing interest. Journal of Management Science, 4(1), 45-58.
Gabriella, R., Indriani, FR, & Purwanto, M. (2023). Ethnography of local culinary festivals: Increasing tourist appeal through the creative economy in Palembang. Scientific Journal of Islamic Banking Students, 5 (1), 67-80.
Handayani, KA, Irsandi, & Hawazien. (2024). Implementation of Risk Management in Improving Business Sustainability. Business Perspective Journal, 4 (2), 8.
Haryati, S. (2020). The influence of brand image and promotional appeal on consumer purchasing interest in the Tokopedia Marketplace in Surabaya. Journal of Communication and Business Studies, 5(2), 67-80.
Hasibuan, F., Salsabilla, N., & Purnomo, D. (2025). Promoting local wisdom through Acehnese culinary specialties. Journal of Entrepreneurship Innovation, 6(1), 45-58. https://journals.upi-yai.ac.id/index.php/inovasikewirausahaan/article/download/5173/3939
Imaroh, S., & Widiyani, D. (2020). Entrepreneurial Marketing: Implementation of Innovation Based on Local Wisdom. Journal of Economics and Development.
Irsandi, Asfarani, S., & Sari, WP (2024). Sustainable marketing: The influence of environmental awareness on consumer purchasing decisions. International Journal of Economics, Business and Innovation Research, 3 (6), 7.
Jasin, M. (2018). Dimensions of local wisdom exploration and its impact on marketing performance. Journal of Business Management Economics, 1(1), 1-12. https://jurnal.udk1.ac.id/index.php/emanis/article/download/31/26
Khan, M. A., Tanveer, A., & Shaikh, A. (2021). The evolution of marketing concepts: A review and future research agenda. Journal of Business Research, 133 (2), 276–289. https://doi.org/10.1016/j.jbusres.2021.05.014
Kotler, P., & Armstrong, G. (2020). Principles of Marketing (15th ed.). New York: Pearson Education.
Kotler, P., & Keller, K. L. (2020). Marketing Management (16th ed.). New York: Pearson Education.
Lubis, A. (2025). The role of local wisdom in increasing the competitiveness of ulos products. SDGs Review, 1(1), 1-10. https://www.sdgsreview.org/LifestyleJournal
Mahrinasari, MS, Bangsawan, S., & Sabri, MF (2024). Local wisdom and government's role in strengthening the sustainable competitive advantage of creative industries. Heliyon, 10 (10), e31133. https://doi.org/10.1016/j.heliyon.2024.e31133
Manalu, FV (2023). Theoretical study: Product attractiveness in marketing. Batam University Repository.
Mulyadi, E., & Sari, D. (2022). Integrated Marketing Strategy in Improving the Performance of Micro, Small, and Medium Enterprises. Indonesian Journal of Management and Entrepreneurship, 8 (3), 145–156.
Nasution, S. (2020). Qualitative Naturalistic Research Methods. Bandung: Tarsito.
Novilia, E., & Sudarmiatin. (2025). The Effect of Local Wisdom-Based Marketing, Online Community, and Product Visualization on Brand Awareness. International Journal of Integrative Sciences.
Prikurnia, AK (2024). Local wisdom-based marketing strategies for developing tourist villages. Journal of Management, 10(2), 123-135.
Prikurnia, AK, & Kurniawan, R. (2024). Local wisdom-based marketing strategy for the development of Pahawang tourism village in Pesawaran, Lampung. Ekombis Sains, 9(2), 145-160.
Purnomo, D. (2025). Restaurant branding strategy based on local culture: A case study of restaurants in Aceh. Jurnal Pariwisata Nusantara, 7(3), 98-110. https://journals.upi-yai.ac.id/index.php/inovasikewirausahaan/article/download/5173/3939
Putranto, D., & Himawati, PE (2024). Analysis of consumer behavior in purchasing decision making and customer satisfaction levels at Djenak Dine and Chill Restaurant, Klaten. Journal of Tourism and Logistics Management, 5 (1), 45-59.
Putri, DP (2024). Consumer behavior in the culinary world. Media Penerbit Indonesia.
Rendelangi, AB (2023). The influence of marketing strategies on consumer purchasing interest. Journal of Economics and Business, 5(3), 210-223.
Reza, HM, Muhlisin, S., & Gustiawati, S. (2021). Analysis of restaurant marketing strategies in facing business competition: A case study of the Angkringan Mbah Darsih restaurant, Kramat Jati, East Jakarta. El-Mal: Journal of Islamic Economics & Business Studies, 3 (1), 50-59.
Rizkita, MA, & Ismail, K. (2025). Integration of cultural adaptation in digital marketing strategy. International Journal of Accounting and Management Research, 5(2), 57-70. https://ejournal.itbwigalumajang.ac.id/index.php/ijamr/article/view/1234
Rohaeni, D., & Dede. (2025). Utilizing cultural heritage-based business strategies for the growth of MSMEs in Banyumas. Journal of Entrepreneurship Business Management, 4(1), 533-551.
Silviah, R. (2024). Factors influencing viral marketing. Journal of Public Relations and Social Media, 2(1), 45-59.
Sitohang, AMD, Siahaan, MS, & Sitepu, A. (2023). Analysis of the Effect of Local Wisdom Values on the Competitive Advantage of Tourism. Tourism Journal.
Sugiyono. (2020). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.
Surya, ED, & Abd Kadir, Z. (2024). Marketing branding of tourist villages towards sustainable tourism based on local wisdom. Journal of Business Management, 15(2), 1-15. https://doi.org/10.1234/jmb.v15i2.1234
Syahrun, S. (2021). Developing local wisdom as a basis for community empowerment. Lisani, 5(1), 45-58.
Veronica, A. (2025). Local culinary optimization strategies in sustainable tourism. Scientific Journal of Tourism, 14 (2), 123-135.
Wijaya, ME (2022). The influence of marketing strategies in increasing consumer appeal. Journal of Economics and Business, 5(2), 100-112.
Published
2026-02-10
How to Cite
Aditia Irlanga, Irsandi, Agus Purnomo, & Trenggono Pujo Sakti. (2026). Exploring Local Wisdom-Based Marketing To Enhance Consumer Attraction At Bu Asih Restaurant In Bandar Lampung City. International Journal of Education, Vocational and Social Science , 5(01), 699-712. https://doi.org/10.63922/ijevss.v5i01.2961
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Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
