PROMOTIONAL MIX GAJAH MADA CULLINARY CENTER SIDOARJO

Promosi merupakan salah satu aktivitas penting dalam kegiatan pemasaran suatu pelaku usaha dengan menggunakan berbagai model kegiatan penyampain informasi serta bertujuan menambah jumlah penjualan. Hal serupa juga dilakukan oleh sentra kuliner Gajah Mada di bawah naungan Dinas Koperasi dan Usaha Mikro (Dinkopum) Sidoarjo yang telah beroperasi sejak tahun 2019 lalu.

Namun, masih ditemukan beberapa fenomena tarkait ativitas promosi pada sentra kuliner Gajah Mada yang menarik minat peneliti untuk mengkaji lebih dalam lagi berdasarkan wawancara, penelitian sebelumnya serta rekomendasi dari pihak Dinkopum Sidoarjo dan beberapa komite sentra kuliner Gajah Mada Sidoarjo seperti jumlah pengunjung yang dirasa masih sepi, menurunya omset para pedagang dibanding saat berjualan di jalanan dan promosi yang kurang optimal.

Oleh karena itu, peneliti tertarik dalam pengkajian terkait bauran promosi yang dilakukan oleh sentra kuliner Gajah Mada dengan narasumber para komite yang terlibat dalam aktivitas promosi kolektif antara lain pihak Ketua, Humas dan Koordinator administratif. Ditemukan hasil dari penelitian yakni sentra kuliner Gajah Mada Sidoarjo telah melakukan beberapa kegiatan bauran promosi antara lain, pembenahan pelayanan penjualan personal, event rest area, pengadaan live music, mengundang influencer, memanfaatkan media sosial, menerapkan diskon, penanganan isu jam dagang dan sanitasi, serta pemasangan baliho menu informatif. Ditemukan juga kendala dalam menjalankan aktivitas promosi yakni, kurangnya daya saing SDM sentra kuliner dalam pemasaran digital dan diskon, evaluasi jam dagang, terjadi penipuan dan belum adanya audit data secara kolektif untuk satu sentra kuliner. 

Kata Kunci: Sentra Kuliner, Bauran Promosi, Kendala Promosi 

Promotion is one of the important aspects of marketing activities which commonly used by business actor using various communication models with one of the objectives being to increase the number of sales such as applied by Gajah Mada cullinary center under the auspices of Sidoarjo’s Cooperatives and Micro Enterprises Service (Dinkopum), which has been operating since 2019.

However, several interesting phenomena about promotion were still found that attracted researcher’s based on previous interviews, research and recommendations from Dinkopum and several Gajah Mada cullinary center committees that its number of visitors was still low, income obtained by traders was much lower than when they were selling on the street and the promotional activity were less than optimal.    

Therefore, researcher is interested in studying the issue of Gajah Mada cullinary center promotion activity (promotional mix) with the data gained from committee’s member that involved in collective promotional activities such as the Leader, Public Relations and Administrative Coordinator staff. The results of the research were the Gajah Mada cullinary center had implemented pseveral aspects in the promotional mix such as improving personal service, event rest areas, providing live music, inviting influencers, utilizing social media, implementing discounts, handling working hours and sanitation issues, as well as installing informative menu billboards. Obstacles were also found such as lack of competitiveness of culinary center human resources in digital marketing implemanting discounts and collective data audit for one culinary center, evaluation of disciplin working hours and getting digital fraud.

Key Words: Cullinary Center, Promotional Mix, Promotional Obstacles