Year: 2024
Type: article
Abstract: JP Cafe is a relaxing place in Sunset Land, Sekarbela District, Mataram City. JP Cafe has a very strategic place to visit for tourists. The purpose of this research is the Implementation of JP Cafe's Marketing Strategy in Attracting Customer Visit Interests. The method used in this study is a qualitative descriptive method. Data collection techniques used in this study were interviews, observation, and documentation. The analysis technique used in this research is SWOT analysis. The results of this study indicate that the marketing strategy carried out by JP Cafe owners is very influential in attracting customer visits. Whereas in the SWOT analysis, the main strength of JP Cafe is that the products owned by JP Cafe have low prices. Meanwhile, the opportunity for JP Cafe is the wide variety of products on offer. The threat that JP Cafe has is competition with other cafes in attracting customer visits. It can be concluded that the strategy used by cafe owners in marketing is enough to have a big influence on JP Café.
Source: Journal Of Responsible Tourism
Authors: Alievia Putri Namira, Siluh Putu Damayanti, I Ketut Purwata
Institution: Sekolah Tinggi Pariwisata Mataram
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7085665783
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