Strategi Pemasaran Jasa pada Tahap Pra-Pembukaan Outlet Restoran Ayam Goreng Cepat Saji di Kawasan Perkotaan

Abstract

Persaingan restoran cepat saji di kawasan perkotaan menuntut pelaku usaha merancang strategi pemasaran sejak tahap pra-pembukaan outlet. Penelitian ini bertujuan merumuskan strategi pemasaran jasa pada tahap pra-pembukaan outlet restoran ayam goreng cepat saji dengan mempertimbangkan perilaku konsumen dan karakteristik pasar kawasan Jatiwaringin. Penelitian menggunakan pendekatan kualitatif deskriptif melalui observasi pada dua belas unit observasi restoran cepat saji dan wawancara semi-terstruktur terhadap lima informan konsumen serta satu informan investor. Data dianalisis melalui reduksi data, pengodean tematik, penyajian data, dan triangulasi sumber serta teknik. Hasil penelitian menunjukkan bahwa kecepatan layanan, kemudahan akses, promosi digital, kenyamanan pengalaman konsumsi, dan kesesuaian antara harga dengan manfaat yang diterima menjadi faktor utama yang memengaruhi preferensi konsumen. Temuan observasi juga menunjukkan adanya perbedaan pola konsumsi weekday dan weekend yang memengaruhi kebutuhan konsumen restoran cepat saji. Berdasarkan temuan tersebut, strategi pemasaran dirumuskan melalui integrasi segmentasi, targeting, positioning (STP), dan bauran pemasaran jasa 7P dengan fokus pada layanan cepat, value pricing, promosi digital, dan konsistensi pengalaman konsumsi. Penelitian ini menempatkan fase pra-pembukaan outlet sebagai fase strategis dalam pembentukan persepsi awal konsumen terhadap merek restoran cepat saji di kawasan perkotaan.

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Issue

Vol. 12 No. 1 (2026): Edisi Bulan Juni

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