ANALYSIS OF THE 4P MARKETING MIX STRATEGY TO INCREASE SALES VOLUME AT SUNDAY BARBECUE RESTAURANT

Abstract

Sunday Barbecue restaurant faces challenges in increasing sales volume. In the midst of changing consumer tastes and the number of new competitors, an in-depth analysis of the 4P marketing mix strategy is needed. The purpose of this study is to analyze whether the 4P marketing mix strategy can increase sales volume in Sunday Barbecue restaurants. This type of research uses a methodological approach with a descriptive approach. The researcher collected research data through observation and interviews. The results of this study show that the marketing strategy applied to increase sales volume in Sunday barbecue restaurants is a 4P marketing mix strategy which includes product, price, place, and promotion strategies. Product strategy: offering diverse products, product innovation, as well as offering quality products. Pricing strategy: Sunday Barbecue restaurant implements relatively high prices but is proportional to the quality of the products, which can increase customer confidence. This means that customers no longer have a problem with the price so that it can have a positive impact on increasing sales volume. Place or channel strategy: less strategic direct distribution and indirect distribution that can reach more customers. Promotion strategy: Sunday Barbecue restaurant initially promoted its business through its connections, this restaurant also markets its products through social media namely on Instagram, Facebook and WhatsApp. This restaurant also applies discounts during certain events on direct and indirect purchases. By implementing the 4P marketing mix strategy, Sunday Barbecue Restaurant experienced an increase in sales volume which had a positive impact on Sunday Barbecue Restaurant.