Abstract
This research conducted at Gudeg Jogja Bu Roto Restaurant in Mustika Jaya Bekasi which discussed matters related to the 7P Marketing Mix. The purpose of this study is to analyze the application of 7P Marketing Mix at Gudeg Jogja Bu Roto Restaurant. This research used qualitative methods which are the subjects of this study are its owners, employees and customers at Rumah Makan Gudeg Jogja Bu Roto with data collection methods namely interviews, observations and documentation, so that they can dig deeper into the findings. For data analysis consists of data collection, data reduction, data presentation, and verification of findings. The results of this study showed that the quality of raw materials, product variants, location, price and promotion, determines and plays an important role in determining marketing strategies.
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