DEVELOPMENT OF MARKETING STRATEGIES IN BUMIKAYU VILLA AND RESTAURANT FINAL PROJECT In partial fulfillment of the requirements for the master’s degree from Institut Teknologi Bandung By MUHAMMAD ISMAN Student ID: 29123278 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG DECEMBER 2024 i ABSTRACT DEVELOPMENT OF MARKETING STRATEGIES IN BUMIKAYU VILLA AND RESTAURANT By Muhammad Isman Student ID: 29123278 (Master of Business Administration Program) Tourism restaurants in West Java are experiencing rapid growth as the number of tourist visits increases and are faced with the challenge of maintaining their attractiveness amidst increasingly fierce competition. Intense competition between restaurants and the need for innovation in concept and service to remain relevant and attractive to tourists. Support from government programs, such as developing tourism infrastructure, will strengthen West Java's position as a leading tourist destination in Indonesia. Innovations in service, including the use of technology for digital ordering and promotions, are expected to help tourism restaurants reach more tourists and increase their contribution to the local economy. The problem that occurred in Bumikayu was that the sales target was not achieved, Bumikayu restaurant had to create a new marketing strategy, so that a new marketing strategy was created to increase restaurant sales. This research aims to help Bumikayu in formulating and implementing marketing strategies that will increase its sales targets and increase competitiveness in the restaurant industry in Garut. The approach used in this research is a qualitative and quantitative approach. The data collection technique was carried out using a survey method via questionnaires for a total sampling of 240 respondents. The data obtained in this research was processed statistically using Structural Equation Modeling Partial Least Square (SEM PLS). The results of hypothesis testing show that combining the elements of product, price, place, promotion, people, process, and physical evidence, when executed effectively, contributes significantly to customer attraction and retention. Thus, the results of this research, theoretically and practically, can be used to indicate the importance of a deep understanding of the target market and customer needs to create a resonant marketing strategy. Keywords: Marketing Strategy, Advertising, Sales Promotion, Public Relations, Personal Selling, Digital Marketing, Attitude, Purchase Intention, Internal and External Analysis. ii ABSTRAK PENGEMBANGAN STRATEGI MARKETING DI BUMIKAYU VILLA DAN RESTAURANT Oleh Muhammad Isman Student ID: 29123278 (Program Studi Magister Administrasi Bisnis) Restoran pariwisata di Jawa Barat mengalami pertumbuhan yang pesat seiring meningkatnya jumlah kunjungan wisatawan dan dihadapkan pada tantangan menjaga daya tarik mereka di tengah persaingan yang semakin ketat. Persaingan yang ketat antar restoran dan perlunya inovasi dalam konsep dan pelayanan untuk tetap relevan dan menarik bagi wisatawan. Dukungan dari program pemerintah, seperti pengembangan infrastruktur pariwisata, akan memperkuat posisi Jawa Barat sebagai destinasi wisata unggulan di Indonesia. Inovasi dalam pelayanan, termasuk penggunaan teknologi untuk pemesanan dan promosi digital, diharapkan akan membantu restoran pariwisata menjangkau lebih banyak wisatawan dan meningkatkan kontribusi mereka terhadap perekonomian lokal. Permasalah yang terjadi di Bumikayu tidak tercapainya target penjualan, bumikayu restaurant harus membuat strategi pemasaran yang baru, sehingga terciptanya strategi pemasaran baru untuk meningkatkan penjualan restauran. Penelitian ini bertujuan untuk membantu Bumikayu dalam merumuskan dan menerapkan strategi pemasaran yang akan meningkatkan target penjualannya dan meningkatkan daya saing di industri restoran di Garut. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif dan kuantitatif. Teknik pengumpulan data dilakukan oleh metode survey melalui kuesioner terhadap total sampling sebanyak 240 responden. Data diperoleh dalam penelitian ini diproses secara statistic menggunakan Struktural Equation Modeling Partial Least Square (SEM PLS). Hasil pengujian hipotesis menunjukkan bahwa penggabungan elemen produk, harga, tempat, promosi, orang, proses, dan bukti fisik, ketika dijalankan dengan efektif, berkontribusi signifikan terhadap penarikan dan retensi pelanggan. Dengan demikian, hasil penelitian ini, secara teoritis dan praktis dapat digunakan guna mengindikasikan pentingnya pemahaman mendalam tentang pasar target dan kebutuhan pelanggan untuk menciptakan strategi pemasaran yang resonan. Kata kunci : Strategi Pemasaran, Periklanan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Personal, Pemasaran Digita, Sikap, Niat Beli, Analisis Internal dan Eksternal. iii iv v This final project is dedicated to my father Hendra and my mother Nenden, my siblings Fida, my beloved nieces Natabella, and all my friends, and other parties who I cannot mention one by one, who always supported me in writing this thesis. vi ACKNOWLEDGEMENTS I am profoundly grateful to Allah SWT for granting me the convenience, health, and opportunity to complete this thesis on time and without any obstacles. It is a remarkable privilege to have pursued a Master of Business Administration program at one of Indonesia's most prestigious universities. This thesis fulfills a critical requirement of the MBA program at the Bandung Institute of Technology's School of Business and Management. My MBA studies have enriched me with valuable knowledge and experiences. I would like to express my deepest gratitude to the people who have supported me throughout this journey, including those whose names are listed on the accompanying list. 1. My parents and family who always provide support and prayers so that this thesis can be completed. 2. Mrs. Atik Aprianingsih, S.T, MM, DBA. as a supervisor on my thesis who has provided input and direction during the thesis completion process. 3. All lecturers and academic teams of MBA ITB for the knowledge and knowledge provided during my education program at MBA ITB. 4. All my friends from class ENTRÉE 69 who accompanied me in completing my studies at MBA ITB. 5. All my friends in Garut who always cheer me on in working on this thesis. 6. And others that I certainly can't mention one by one. It is hoped that this thesis will yield substantial benefits for its readers and serve as a valuable contribution to the advancement of education and the fashion industry in Indonesia. vii TABLE OF CONTENTS ABSTRACT .............................................................................................................1 ABSTRAK ..............................................................................................................2 DECLARATION OF NON-PLAGIARISMKesalahan. Bookmark tidak ditentukan. ACKNOWLEDGEMENTS ...................................................................................6 TABLE OF CONTENTS .......................................................................................7 LIST OF FIGURES ...............................................................................................9 LIST OF TABLES ...............................................................................................10 I. Chapter I Introduction ..................................................................................1 I.1 Background ...............................................................................................1 I.2 Company Profile ........................................................................................2 I.3 Business Issue ............................................................................................4 I.4 Research Questions and Research Objectives ...........................................6 I.4.1 Research Questions ................................................................................6 I.4.2 Research Objectives ...............................................................................7 I.5 Research Scope and Limitation .................................................................7 II. Chapter II Literature Review ........................................................................9 II.1 Theoretical Foundation ..............................................................................9 II.1.1 Definition of Marketing Strategy ...........................................................9 II.1.2 Analisis Internal ...................................................................................10 II.1.2.1 Marketing Mix (7p) ......................................................................10 II.1.2.2 STP ...............................................................................................11 II.1.3 External Analysis .................................................................................12 II.1.3.1 Porters 5 Forces Analysis .............................................................12 II.1.3.2 Competitor Analysis .....................................................................14 II.1.3.3 Customer Analysis .......................................................................14 II.1.3.3.1 IMC ..........................................................................................15 II.1.3.3.2 Attitude ....................................................................................16 II.1.3.3.3 Purchase Intention ....................................................................16 II.1.4 PESTEL ...............................................................................................17 II.1.5 SWOT Analysis ...................................................................................19 II.1.6 TOWS ..................................................................................................19 II.2 Conceptual Framework ...........................................................................20 III.