PENERAPAN STRATEGI BAURAN PEMASARAN USAHA FOOD TRUCK DI CHIC CHOP YOGYAKARTA

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui: 1) Strategi bauran pemasaran yang diterapkan oleh
pengusaha; dan 2) Tanggapan konsumen terhadap penerapan strategi bauran pemasaran usaha food truck di
Chic Chop Yogyakarta yang terdiri dari product, price, place, promotion, people, process, dan physical
evidence. Penelitian ini adalah penelitian deskriptif. Sumber data penelitian yaitu pengusaha dan konsumen
Chic Chop. Waktu penelitian bulan Februari – Juni 2017. Tempat penelitian di Kabupaten Sleman dan Kota
Yogyakarta. Populasi penelitian adalah seluruh konsumen selama satu bulan sebanyak 352 orang kemudian
dihitung sampel dengan teknik nonprobality sampling sebanyak 188 orang. Metode pengumpulan data dengan
kuesioner dan wawancara. Uji validitas instrumen dilakukan dengan mengujikan 66 butir pernyataan kepada
expert judgement dan 30 konsumen dengan hasil 8 pernyataan gugur dan 58 pernyataan valid. Teknik analisis
data menggunakan Skala Likert. Penyajian data menggunakan tabel, grafik, dan penarikan kesimpulan. Hasil
penelitian menunjukkan bahwa: 1) Penerapan strategi bauran pemasaran oleh pengusaha pada aspek product
dan physical evidence sangat baik, sementara pada aspek price, place, promotion, people, dan process baik;
dan 2) Tanggapan konsumen terhadap penerapan strategi bauran pemasaran pada aspek product, place,
promotion, people, process, dan physical evidence baik, sementara pada aspek price kurang baik.
Kata Kunci: Strategi Bauran Pemasaran, 7P, Food Truck, Chic Chop

Abstract
This study aims to know: 1) Marketing mix strategy implemented by entrepreneurs; And 2) Consumer
response to the implementation of marketing mix strategy of food truck business at Chic Chop Yogyakarta
consisting of product, price, place, promotion, people, process, and physical evidence. This research is
descriptive research. Sources of research data are Chic Chop entrepreneurs and consumers. The time of the
research is February - June 2017. Place of research in Sleman and Yogyakarta. The population of the study
were all consumers for one month as many as 352 people then counted samples with nonprobality sampling
technique as many as 188 people. Methods of data collection with questionnaires and interviews. Instrument
validity test is done by testing 66 item statements to the expert judgment and 30 consumers with the result of 8
statements of fall and 58 valid statements. Data analysis technique using Likert Scale. Presentation of data
using tables, graphs, and conclusions. The result of the research shows that: 1) The implementation of
marketing mix strategy by the entrepreneur on the product and physical evidence aspects is very good, while in
the aspect of price, place, promotion, people, and process well; And 2) Consumer responses to the
implementation of marketing mix strategy in product, place, promotion, people, process, and physical evidence
aspects, while in the price aspect is not good.
Keywords: Marketing Mix Strategy, 7P, Food Truck, Chic Chop