STRATEGI BAURAN PEMASARAN DI RUMAH MAKAN THE CRABBYS MARKETING MIX STRATEGY IN THE CRABBYS DINING HOUSE

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui: (1) Pelaksanaan strategi bauran pemasaran 7P yang diterapkan di rumah makan The crabbys. (2) Tanggapan konsumen terhadap strategi bauran pemasaran 7P di rumah makan The Crabbys. Penelitian ini menggunakan metode penelitian deskriptif kuantitatif. Teknik pengumpulan data menggunakan wawancara, observasi, angket, dan Dokumentasi. Populasi penelitian sebanyak ± 300 orang pengunjung. Sampel yang diambil sebanyak 75 responden dihitung menggunakan rumus slovin dengen menggunakan taraf kesalahan 10%. Teknik pengambilan data diambil dengan teknik insidental. Hasil penelitian menunjukkan bahwa (1) Pelaksanan strategi bauran pemasaran yang diterapkan di rumah makan The Crabbys pada aspek product, price dan physical evidence dinilai sangat baik dan pada aspek lain yaitu aspek place, promotion, people, dan procces dinilai sudah baik (2) Tanggapan konsumen terhadap pelaksanaan strategi bauran pemasaran di rumah makan The Crabbys pada aspek product, price, place, people dan procces sangat baik, pada aspek promotion dan physical evidence dinilai kurang baik.

Abstract
The purpose of this research are (1) To know the implementation of the marketing mix strategy ( product, price, place, promotion, people, physical evidence and process ) that is applied in the Crabbys restaurant . (2) To know costumer responses to 7P marketing mix strategies ( product, price, place, promotion, people, physical evidence and process ) at The Crabbys restaurant.This research uses quantitative descriptive research methods. The research data were collected by interviews, observation, questionnaires, and documentation. Sampling using incidental techniques with 75 respondents calculated using slovin formula with 10% level of error. Data retrieval using incidental technique. The results reveal that (1) In aspects product, price and physical evidence, application of mix strategy techniques rated very well, and other aspects such as place, promotion, people, and procces is considered good (2) Results of consumer responses to the implementation of marketing strategies at The crabbys restaurant in aspect product, price, place, people and procces is very well, but in aspect promotion and physical evidence considered not really good.