ANALISIS BAURAN PEMASARAN UNTUK MENINGKATKAN MINAT BELI PADA KEDAI RAMEN AA
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Abstract
The growth of the Japanese culinary industry in Indonesia, particularly ramen, has intensified competition in popular culinary areas such as Cihampelas, Bandung. Ramen AA, as one of the local businesses, faces challenges in maintaining and increasing consumer buying interest amidst this tight competition. A decline in customer visits and limited digital engagement indicates the need for a strategic evaluation of the current marketing approach, especially to appeal to digitally savvy Millennials and Gen Z.
This study aims to analyze the marketing strategies implemented by Ramen AA's Cihampelas branch, explore consumer perceptions of the 7P Marketing Mix elements, and identify the most dominant factors influencing purchase intention. The research uses a descriptive qualitative method, with data collected through interviews, observations, and documentation. Informants include the owner, staff, and selected consumers using purposive sampling techniques.
The results show that factors such as product quality, competitive pricing, attractive packaging, and digital promotions through online delivery platforms positively influence consumer buying interest. Bundling strategies, discounts, and friendly service also serve as key attractions. In conclusion, marketing strategies that are adaptive to local consumer characteristics and digital trends can enhance competitiveness and stimulate purchase intention in an increasingly saturated market.
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