Strategi Pemasaran Produk Café Batu Jimbar Sanur dalam Meningkatkan Kunjungan Wisatawan

Abstract

Based on this research, Cafe Batu Jimbar has a pretty good potential but tourists visiting the Cafe Batu Jimbar are still not optimal because of the intense competition in the culinary field, so that Cafe Batu Jimbar should be able to face competition by making superior product marketing strategies. So, this research aims to determine the marketing strategy of Cafe Batu Jimbar Sanur product in increasing tourist visits. The method used in this research is descriptive qualitative and quantitative descriptive methods using descriptive analysis or descriptive statistics. Data collected through observation, interviews, questionnaires, literature study, and documentation. Then the data were analyzed using IFAS and EFAS matrix analysis and SWOT analysis. The results of this study indicate that the products offered at the Cafe Batu Jimbar are quite diverse, the product marketing strategy used by the Cafe Batu Jimbar has disadvantages such as the products offered more to foreign tourists, besides that the strengths of Cafe Batu Jimbar have cooperation with the travel agent so that it helps in increasing tourist visits, as well as unfavorable tourist perceptions of the relatively expensive prices of food and beverage products. Therefore, the marketing strategy of Cafe Batu Jimbar Sanur products in increasing tourist visits is recommended using alternative strategies that have been formulated in this research. Keywords: Product Cafe, Marketing Strategy, Tourist Perception