WINDA MELISA, NPM 2008100104 (2026) STRATEGI PEMASARAN DIGITAL MELALUI GRABFOOD PADA RUMAH MAKAN PADANG KEMBANG LADO. Skripsi thesis, Universitas Labuhanbatu.
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Abstract
Perkembangan teknologi informasi telah mengubah perilaku konsumen dalam industri kuliner, dari pembelian konvensional menjadi pemesanan berbasis aplikasi. Rumah Makan Kembang Lado, sebagai salah satu pelaku usaha kuliner yang menyajikan masakan khas, beradaptasi dengan tren ini melalui kemitraan dengan platform Food Delivery Service (FDS), khususnya GrabFood. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh Rumah Makan Kembang Lado dalam meningkatkan visibilitas dan volume penjualan di era digital. Metode yang digunakan dalam kajian ini adalah deskriptif kualitatif. Data dikumpulkan melalui observasi langsung terhadap etalase digital toko, analisis fitur promosi yang digunakan, serta tinjauan terhadap ulasan konsumen. Analisis dilakukan dengan meninjau elemen bauran pemasaran digital (Digital Marketing Mix), yang meliputi optimalisasi profil menu, strategi penetapan harga khusus aplikasi, dan penggunaan fitur promosi berbayar (iklan) maupun potongan harga (diskon). Kata Kunci : Pemasaran Digital, Strategi Pemasaran ================================================================================================== Advances in information technology have transformed consumer behavior in the culinary industry, shifting from traditional purchasing to app-based ordering. Kembang Lado Restaurant, a culinary business serving signature dishes, has adapted to this trend by partnering with Food Delivery Service (FDS) platforms, particularly GrabFood. This study aims to analyze the digital marketing strategies implemented by Kembang Lado Restaurant to increase visibility and sales volume in the digital era. The study employed a descriptive qualitative method. Data were collected through direct observation of the store's digital storefront, analysis of promotional features, and a review of consumer reviews. The analysis was conducted by examining elements of the digital marketing mix, including menu profile optimization, app-specific pricing strategies, and the use of paid promotional features (advertising) and discounts. Keywords: Digital Marketing, Marketing Strategy
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Pemasaran Digital, Strategi Pemasaran==============Pemasaran Digital, Strategi Pemasaran |
| Subjects: | H Social Sciences > HF Commerce T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases |
| Divisions: | Fakultas Sains Dan Teknologi > Teknologi Informasi |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 06 May 2026 02:03 |
| Last Modified: | 07 May 2026 07:08 |
| URI: | http://repository.ulb.ac.id/id/eprint/2222 |
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