STRATEGI MENINGKATKAN PENJUALAN MAKANAN MENU SATE BABI SEBAGAI POTENSI WISATA KULINER DI KAWASAN DESA WISATA SANGEH KABUPATEN BADUNG BALI

Abstract

By performing analysis to menu offered periodically, it is expected company be able to obtain optimal revenue can be used for business development in the future. Based on the problem background, the main problem of this paper are: 1) What is the process of making the types of pork satay offered by the restaurant manager in The Sangeh Tourist Village, Badung Regency, Bali; 2) How is marketing mix strategy to pork satay menu at The Sangeh Tourist Village, Badung Regency, Bali. Aim of this research are : 1) To know the process of making the types of pork satay offered by the restaurant manager in The Sangeh Tourist Village, Badung Regency, Bali; 2) To know marketing mix strategy to pork satay menu at The Sangeh Tourist Village, Badung Regency, Bali. Aim of this report was formulated of marketing strategy with several of marketing programs. Datas was collected by observation, interview, and bibliography study, and later use 4P (marketing mix) there are 1) Product they are sate babi bumbu kacang, sate babi sambel matah, sate babi bumbu rujak, sate babi bumbu kencur, sate babi bumbu kemiri and sate babi bumbu ketumbar; 2) Price which each menu have each price; 3) Place is by method using direct distribution; 4) Promotion composed of advertising, personal selling, promotion sale and publicity. Afterwards with used menu engineering analyzis. Datas sample is used purposive sampling technique. Pursuant to research result, it can be known from menu offered by restaurant at The Sangeh Village area has 4 menu or 53,77% classified star, means popular and profiting, 2 menu or 46,23% classified plowhorse, means popular not too profit, aim of this result there is no menu classified puzzle means less popular but profiting, and classified dog, means less popular and less profit. Based on result of solution earns in giving suggestions that is increases quality of human resources and quality of food and beverage so the restaurant at The Sangeh Village area will have profit.

Key Word : Pork Satay Menu, Marketing Mix and Menu Engineering