Abstract
This research aims to find out how marketing strategy is implemented at JeKo. JeKo is classified as a restaurant, but the term "restaurant" is not implied directly in the name. JeKo serves food and beverages for customers but has different ways of managing it. It is different from the other restaurants. It is located at Jalan Lettu Wayan Sutha II, Batuan, Sukawati, Gianyar, Bali. Data is collected by observation, documentation, and interviews. This research finds that JeKo has already applied marketing strategies in some aspects of marketing, especially to attract and maintain its customers.
Keywords:
customer retention customer engagement innovative practices marketing strategy restaurant managementReferences
Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC Journal, 29(1).
Amri, S. (2020). Facilities and Location of Purchase Decisions at Supermarkets in Aceh.
Angela, N. M. U. T., Wajdi, M., Sanjaya, I. B., & Arbainah, S. (2022). Implementasi green marketing pada FiPuA. Journal of Commerce, Management, and Tourism Studies, 1(1), 21–35. https://doi.org/10.58881/jcmts.v1i1.1
Banbury, C. M., & Mitchell, W. (1995). The effect of introducing important incremental innovations on market share and business survival. Strategic management journal, 16(S1), 161-182.
Barnham, C. (2015). Quantitative and qualitative research: Perceptual foundations. International journal of market research, 57(6), 837-854.
Ella, G.S. (2019). Marketing strategies and sales performance in the commercial banks in Bujumbura, Burundi (Doctoral dissertation, Kampala International University).
Fuadi, F., Susanto, B., & Aryana, I. N. R. (2022). Implementation of direct marketing in an effort to increase MICE customer loyalty. Journal of Commerce, Management, and Tourism Studies, 1(1), 14–20. https://doi.org/10.58881/jcmts.v1i1.5
Hernon, P., Nitecki, D. A., & Altman, E. (1999). Service quality and customer satisfaction: An assessment and future directions. The journal of academic librarianship, 25(1), 9-17.
Hitchcock, M. (2023). Tourism, development and terrorism in Bali. Routledge.
Kotler and Keller. (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.
Kotler, Amstrong. (2016). Principle Of Marketing, 15th Edition. New Jersey: Person Prentice Hall.
Kotler, Philip and Kevin Lane Keller. (2009). Manajemen Pemasaran. Edisi ketig abelas. Jilid 1. Cetakan keempat. Jakarta: PT. Indeks. Alihbahasa: Benyamin Molan.
Meyer, D. F., & Meyer, N. (2015). The role and impact of tourism on local economic development: a comparative study and leisure. African Journal for Physical Health Education, Recreation and Dance, 21(1.1), 197-214.
Naga, A. (2011). Strategic management. Vikas Publishing house.
Ogu, S. J. (2024). Evaluating the extend of marketing plan in Nigerian business organization. Journal of Commerce, Management, and Tourism Studies, 3(1), 23–32. https://doi.org/10.58881/jcmts.v3i1.167
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing, 9(2), 204-224.
Soewarno, N., Tjahjadi, B., & Anmariska, F. (2022). Does PMS influence the strategy pillars: OPP relationship? Evidence from HEIs in Indonesia. International Journal of Productivity and Performance Management, 71(1), 1-24.
Susanto, B., Wardhani, Y. K., Sutiarso, M. A., Muhartoyo, M., & Sadjuni, N. L. G. S. (2023). The role and use of social media as a medium for marketing tourist attractions and increasing tourist visits. Journal of Commerce, Management, and Tourism Studies, 2(1), 48–55. https://doi.org/10.58881/jcmts.v2i1.93 (Original work published April 8, 2023)
Swarnawati, A., Sinaga, A. B., Mudzamil, D., & Setiawati, I. B. (2023, December). Check for updates Instagram as a Promotion Media for Waste Bank in Tangerang Selatan. In Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021) (Vol. 729, p. 50). Springer Nature.
Tjiptono, Fandy. (2008). Strategi Pemasaran. Yogyakarta: Andi.
Zeithaml, V.A., Bitner, M.O., and Gremler, D.E. (2009). Services Marketing: Integrating Customer Focus Across the Firm, Mcgraw-Hill/Irwin, New York.
License
Copyright (c) 2024 Ridho Maulana Putra, Mian Ivany Banjar Nahor, I Kadek Dwi Suastika , Maria Mayasari Tinu, Mawar Indah, Ni Kadek Rhiska Lesthari Ardhika, I Kadek Bagus Pramoedia Sananta
This work is licensed under a Creative Commons Attribution 4.0 International License.
