MARKETING STRATEGY TO INCREASE COSTUMER SATISFACTION AT KB RESTAURANT OF AYANA HOTEL

Abstract

The marketing mix is a key element in marketing strategy within the Food & Beverage (F&B) industry, encompassing product, price, place, and promotion (4P). This research aims to understand how these elements are applied at KB Restaurant, Rimba Ayana Hotel, to achieve customer satisfaction and boost sales. Using a qualitative approach, data was collected through in-depth interviews, direct observations, and internal documents related to the restaurant's marketing strategy. This research uses a qualitative approach with data collection techniques through in-depth interviews and direct observations at KB Restaurant, Rimba Ayana Hotel. The research respondents consist of the restaurant manager, staff, and several purposively selected customers. Additional data was obtained from the restaurant's internal documents related to the marketing strategies employed. Data analysis was conducted using thematic techniques to identify relevant patterns related to the application of the marketing mix. The findings reveal that KB Restaurant relies on high-quality F&B products that combine local flavors with international trends, regularly updating its menu based on customer feedback. The pricing strategy reflects the middle to upper market segment, focusing on the value perceived by customers. The restaurant's exclusive location within Rimba Ayana Hotel and its natural surroundings serve as a major attraction, while promotion is conducted through social media and collaborations with influencers to expand market reach. In conclusion, the application of the marketing mix at KB Restaurant has successfully improved the restaurant’s performance with innovative products, competitive pricing, a strategic location, and effective digital promotions. These elements of the marketing mix are interconnected and significantly impact the restaurant's ability to attract and retain customers within the hospitality industry.