Peranan Diferensiasi Produk Dan Harga Dalam Meningkatkan Penjualan Pada Rumah Makan Ayam Bakar Sedulur Papat Pagedangan KabupatenTangerang
DOI:
https://doi.org/10.58174/jrm.Volume:2.No:1.2024.141.Hal:18-31Keywords:
Product differentiation; pricing; sales; SWOT analysis; strategy; competitive advantage.Abstract
The title of this research is "The Role of Product Differentiation and Pricing in Increasing Sales at Rumah Makan Ayam Bakar Sedulur Papat, Pagedangan, Tangerang Regency." The purpose of this research is to analyze the strategies of Rumah Makan Ayam Bakar Sedulur Papat. The research method used is descriptive qualitative research, which describes, explains, records, and analyzes the conditions that occur using data collection techniques in the form of triangulation (combination) from interviews, observations, and documentation. This research focuses on identifying the strengths, weaknesses, opportunities, and threats that affect the business. Based on sales data and customer surveys, this restaurant has strengths in food quality and service, as well as weaknesses in relatively higher prices. Opportunities found include increased customer interest in culinary products and the ability to expand presence in new markets. Threats found include strong competition from competitors and negative market changes. The conclusion of this research indicates that appropriate product differentiation strategies and pricing can enhance the competitiveness and sales of Rumah Makan Ayam Bakar Sedulur Papat. Recommendations provided include improving parking and ventilation facilities, as well as enhancing the sales data input system for more accurate analysis. SWOT analysis was conducted to identify the factors affecting the business and develop appropriate strategies to optimize strengths and address weaknesses and threats. Based on the analysis results, the strategies developed include product differentiation, more affordable pricing, and more effective marketing. Thus, Rumah Makan Ayam Bakar Sedulur Papat can increase its competitive advantage and sales.
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