Perumusan Strategi Marketing Pada Sate Cak Fai Dengan Metode Design Thinking

Pratama, Kresna Daffa (2025) Perumusan Strategi Marketing Pada Sate Cak Fai Dengan Metode Design Thinking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sate Cak Fais adalah sebuah usaha kuliner ternama di Surabaya, yang terkenal dengan sajian sate kambing dan ayamnya yang lezat. Dikelola oleh Bapak Faisal, rumah makan ini telah menjadi andalan dalam dunia kuliner lokal, menarik perhatian penduduk setempat maupun wisatawan. Meskipun populer, Sate Cak Fais menghadapi tantangan dalam memperluas jangkauan pasarnya dan meningkatkan daya saing di tengah lanskap kuliner Surabaya yang semakin padat. Hambatan utamanya meliputi strategi pemasaran yang terbatas, terutama dalam memanfaatkan media digital dan kegiatan promosi yang inovatif. Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang efektif bagi Sate Cak Fais dengan menggunakan pendekatan Design Thinking, yang mencakup tahap Empathize, Define, dan Ideate. Data dikumpulkan melalui wawancara dengan pelanggan serta pemilik usaha untuk mendapatkan wawasan mengenai preferensi konsumen dan tantangan operasional. Hasil penelitian menunjukkan bahwa metodologi Design Thinking memfasilitasi pengembangan strategi pemasaran yang kreatif dan dapat diterapkan yang disesuaikan dengan kondisi pasar saat ini. Strategi yang diusulkan berfokus pada peningkatan brand awareness Sate Cak Fais II melalui beberapa gagasan inovatif. Ini mencakup pengembangan program loyalitas pelanggan untuk mendorong rekomendasi dari konsumen lama, peluncuran kampanye digital interaktif di media sosial dengan hashtag unik seperti #SateCakFais, #KulinerSurabaya, #SateEnakSurabaya, serta penjajakan kolaborasi dengan komunitas lokal untuk memperluas jangkauan pasar. Strategi-strategi ini dirancang untuk mengatasi keterbatasan promosi digital dan visibilitas lokasi cabang kedua yang berada di dalam perumahan , dengan memanfaatkan kekuatan word-of-mouth dan pengalaman positif konsumen sebagai pilar utama pengenalan merek. Penelitian ini diharapkan dapat menjadi sumber daya yang berharga bagi Sate Cak Fais.
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Sate Cak Fais is a renowned culinary establishment in Surabaya, celebrated for its delectable offerings of goat and chicken satay. Managed by Mr. Faisal, this eatery has become a staple in the local food scene, attracting both residents and tourists alike. Despite its popularity, Sate Cak Fais faces challenges in expanding its market reach and enhancing its competitiveness amidst the increasingly saturated culinary landscape of Surabaya. The primary hurdles include limited marketing strategies, particularly in leveraging digital media and innovative promotional activities. This study aims to formulate effective marketing strategies for Sate Cak Fais by employing the Design Thinking approach, which encompasses the stages of Empathize, Define, and Ideate. Data were collected through interviews with customers and the business owner to gain insights into consumer preferences and operational challenges. The findings indicate that the Design Thinking methodology facilitates the development of creative and applicable marketing strategies tailored to the current market conditions. The proposed strategies focus on enhancing brand awareness for Sate Cak Fais II through several innovative ideas. This includes developing a customer loyalty program to encourage recommendations from existing customers, launching interactive digital campaigns on social media with unique hashtags such as #SateCakFaisExperience, and exploring collaborations with local communities to expand market reach. These strategies are designed to overcome the limitations of digital promotion and the low visibility of the second branch's location within a residential area , by leveraging the power of word-of-mouth and positive customer experiences as key pillars for brand recognition. This research is anticipated to serve as a valuable resource for Sate Cak Fais.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Marketing, UMKM, Design Thinking, Sate Cak Fais, Marketing Strategy, MSME, Design Thinking, Sate Cak Fais.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Kresna Daffa Pratama
Date Deposited:	19 Aug 2025 09:02
Last Modified:	19 Aug 2025 09:02
URI:	http://repository.its.ac.id/id/eprint/128127

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