Strategi Pemasaran Produk Makanan Khas Melayu Natuna, Rumah Makan dan Pusat Oleh-oleh Adelio Perspektif Ekonomi Islam

Abstract

This study aims to determine the marketing strategy used by the Adelio Restaurant and Gift Center, East Bunguran District. The research used is descriptive qualitative research in the form of research with a case study method or approach. The results of the study show that, based on the results of the IFE matrix, it is known that the internal factor of the Adelio Restaurant and Souvenir Center has a value of 3.50. A total value far below 2.5 indicates a weak organization internally. Meanwhile, a total value far above 2.5 is a sign of a strong organization internally. Aedlio's Restaurant and Souvenir Center with a total average score of 3.50 indicates the company's strategy in exploiting strengths and minimizing weaknesses is above average and the internal conditions of this company tend to be strong. Based on the results of the EFE matrix assessment, it is known that the external factor of the Adelio Restaurant and Souvenir Center has a value of 2.20. As in the IFE matrix, regardless of the number of main opportunities and threats included in the EFE matrix, the total weighted average score ranges from a low of 1.0 to a high of 4.0 with an average of 2.5. The external factor value of the Adelio Restaurant is below 2.5, so the Adelio Restaurant and Souvenir Center must continue to make maximum efforts to take advantage of external opportunities and avoid threats that could affect the company. In the position of quadrant I, namely positive internal and external factors, it shows that the business environment faced by Adelio Restaurant and Souvenir Center has relatively greater opportunities than threats, and strengths are relatively superior to weaknesses. In this position, Adelio's restaurant and souvenir center has the ability to turn potential into better performance. The strategy that Adellio Restaurant should apply in this condition is an aggressive growth strategy. by taking advantage of existing opportunities, overcoming internal weaknesses, and avoiding threats