Marketing Strategy Based on Culinary Products in the Campus Environment

Pujiharto, Sri Wahyuni


This study sought to analyze marketing mix strategies on culinary products in the campus environment. The research method of surveys employed the participatory action research approach. The study was carried out on the campus environment of Universitas Muhammadiyah Purwokerto (UMP), Universitas Jenderal Soedirman (UNSOED), Institut Agama Islam Negeri (IAIN) Purwokerto, and Universitas Wijaya Kusuma (UNWIKU). Primary and secondary data were collected. The respondents were chosen through purposive sampling. Data was analyzed through a quantitative approach using descriptive statistical techniques and a qualitative approach with Interactive Model Analysis. The Quantitative Strategic Planning Matrix was conducted to analyze marketing mix strategies. The results showed that motivation affects the price, product, distribution, and promotion factors in the marketing strategy of culinary products. The attitude of traders towards marketing strategies affects product and distribution factors. While the level of education affects the price and product factors, promotion is influenced by the target audience’s income. The marketing strategy for culinary products lies in the aggressive quadrant I. The priority is to develop culinary marketing to attracting new customers and consumers.



Keywords: marketing strategy, marketing mix, culinary products, campus.



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