MANAJEMEN KOMUNIKASI PEMASARAN RUMAH MAKAN 17 PROPINSI CABANG ABDULLAH DAENG SIRUA MAKASSAR
Keywords:
Marketing Communication Strategy, Marketing Mix (7P), Padang Restaurant, Personal Selling, Word of Mouth, Communication Barriers.Abstract
This study analyzes the marketing communication strategies of Rumah
Makan 17 Propinsi, Abdullah Daeng Sirua branch, Makassar, using the Marketing
Mix (7P) concept and identifies the barriers encountered in its implementation. A
qualitative approach with descriptive analysis was employed, with data collected
through interviews, observations, and documentation from five informants, including
the owner, employees, and customers. The findings reveal that the marketing
communication strategies encompass high-quality products, affordable pricing,
strategic location, promotion through personal selling and word of mouth, friendly
service, efficient processes, and authentic physical evidence. However, the
implementation faces challenges such as message delivery errors, environmental
noise, misunderstandings of local menu terms, and customers’ psycho-social factors.
The study recommends adopting digital technologies like social media and employee
training to enhance marketing communication effectiveness. These findings provide
insights into the relevance of traditional strategies in the digital era and the need for a
hybrid approach to improve competitiveness.
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