Academia Open
Vol 9 No 2 (2024): December
Business and Economics

Revolutionizing Fast Food Marketing Strategy using Kotler's Approach
Merevolusi Strategi Pemasaran Makanan Cepat Saji menggunakan Pendekatan Kotler


View Article
  • Neni Dwi Riris Setyowati,
  • Kumara Adji Kusuma*
Neni Dwi Riris Setyowati
Universitas Muhammadiyah Sidoarjo, Indonesia
Kumara Adji Kusuma
Universitas Muhammadiyah Sidoarjo [https://ror.org/017hvgd88], Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.9.2024.8692
Published June 9, 2024
Keywords
  • Marketing strategy,
  • Service quality,
  • Consumer decisions,
  • Fast food industry,
  • Kotler's marketing mix
How to Cite
Setyowati, N. D. R., & Kusuma, K. A. (2024). Revolutionizing Fast Food Marketing Strategy using Kotler’s Approach. Academia Open, 9(2), 10.21070/acopen.9.2024.8692. https://doi.org/10.21070/acopen.9.2024.8692

Copyright (c) 2024 Neni Dwi Riris Setyowati, Kumara Adji Kusuma

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study investigates marketing strategies and service quality's impact on consumer decisions to purchase fast food at M2M, employing Kotler's marketing mix strategy. Using a qualitative approach, the research explores elements of the marketing mix—product, pricing, promotion, and distribution—influencing marketing success. Interviews with M2M managers and on-site observations provide insights. Findings highlight segmentation, targeting, and positioning processes, emphasizing mass marketing via social media. Key aspects include market penetration through affordable pricing and forward integration by collaborating with street food vendors. Implications suggest enhancing product innovation and understanding competitors' offerings. This research contributes to understanding effective marketing strategies in the fast-food industry, informing future business practices.

 

Highlight: 

Impact of marketing mix on consumer behavior.

Influence of service quality on purchase decisions.

Application of Kotler's strategy in fast food industry.

 

 

Keyword:  Marketing strategy, Service quality, Consumer decisions, Fast food industry, Kotler's marketing mix.

View Article

Downloads

Download data is not yet available.

References

  1. W. R. Putra Ade, “Manajemen Pemasaran,” 2014.
  2. D. J. Ringold and B. Weitz, “The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator,” J. Public Policy Mark., vol. 26, no. 2, pp. 251–260, 2007, doi: 10.1509/jppm.26.2.251.
  3. K. Kotler, “Marketing Management: An Asian Perspective - 5th Edition,” Marketing-Management, 2018.
  4. J. P. Peter, “To Marketing Management Fifteenth Edition”.
  5. Z. Nisak, “Analisis SWOT Untuk Menentukan Strategi Kompetitif,” J. Ekbis, pp. 1–8, 2004.
  6. R. Kriyanto, “Teori-Teori Public Relations Perspektif Barat & Lokal: Aplikasi Penelitian dan Praktik,” J. Ilmu Komun., vol. 15, no. 2, pp. 171–188, 2017, [Online]. Available: http://books.google.co.id/books?id=I-VNDwAAQBAJ&printsec=copyright&redir_esc=y#v=onepage&q&f=false
  7. W. Nuriyanti, “Segmentasi Pasar Berdasarkan Demografi Sepeda Motor Listrik di Wilayah Depok,” 2017.
  8. K. Dany, Interview informant, M2M restaurant branch manager, August 3, 2023.
  9. F. Abbas, "Pengaruh Marketing Mix terhadap Kepuasan Konsumen," 2015.
  10. Iskandar, "Metodologi Penelitian Pendidikan dan Sosial (Kuantitatif dan Kualitatif)," GP Press, 2018.
  11. C. L. Wangarry, A. Tumbel, and M. M. Karuntu, “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sepeda Motor Honda di PT. Hasjrat Abadi Ranotana,” J. EMBA, vol. 6, no. 4, pp. 2058–2067, 2018.
  12. C. L. Wangarry, A. Tumbel, and M. M. Karuntu, “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sepeda Motor Honda di PT. Hasjrat Abadi Ranotana,” J. EMBA, vol. 6, no. 4, pp. 2058–2067, 2018.
  13. A. W. Purbohastuti, “Efektivitas Bauran Pemasaran Pada Keputusan Pembelian Konsumen Indomaret,” J. Sains Manaj., vol. 7, no. 1, pp. 1–17, 2021.
  14. S. L. Malelak, B. Setiawan, and S. Maulidah, “Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product,” Int. J. Business, Technol. Organ. Behav., vol. 1, no. 3, pp. 160–168, 2021, doi: 10.52218/ijbtob.v1i3.88.
  15. T. Komala, “Strategi Pemasaran Dalam Meningkatakan Volume Penjualan Kerupuk Kulit Ikan Nila Pada UMKM KRULILA Desa Gunungjaya Kecamatan Belik Kabupaten Pemalang,” Repository.Uinjkt.Ac.Id, 2020, [Online]. Available: http://repository.uinjkt.ac.id/dspace/handle/123456789/52371.
  16. M. Haryanto, N. S. Saudi, M. A. Anshar, and M. Hatta, “Pengaruh Bauran Pemasaran Terhadap Peningkatan Volume Penjualan,” J. Manag., vol. 5, no. 1, pp. 222–237, 2022, doi: 10.37531/yume.vxix.436.