PENGARUH KUALITAS PRODUK TERHADAP PENINGKATAN PENJUALAN PADA PECEL LELE ARKHAN

Dian Paleri; Desiana Dewi; Jupita; Ramayana; Lutvi Rahayu Oktavia; Sri herlina; Siti Hawa; Wulandari Saputri; Muchlis

doi:10.32520/jam.v10i1.3682

Dian Paleri Universitas Islam Indragiri
Desiana Dewi Universitas Islam Indragiri
Jupita Universitas Islam Indragiri
Ramayana Universitas Islam Indragiri
Lutvi Rahayu Oktavia Universitas Islam Indragiri
Sri herlina Universitas Islam Indragiri
Siti Hawa Universitas Islam Indragiri
Wulandari Saputri Universitas Islam Indragiri
Muchlis Universitas Islam Indragiri

DOI: https://doi.org/10.32520/jam.v10i1.3682

Keywords: Product Quality, Sales Improvement, Pecel Lele, Food Stall,

Abstract

Pecel lele is a traditional Indonesian culinary dish that is popular among various demographics, especially in Tembilahan, due to its distinctive flavor and affordable price. Warung Pecel Lele Arkan, established six years ago, is known as a pioneer in serving this dish with its signature sambal and secret spices. However, the warung faces challenges from intense competition, unappealing food presentation, and inconsistent flavors. This study aims to analyze the impact of product quality on sales growth at Warung Pecel Lele Arkan from January to June 2024, with visitor and revenue data indicating an upward trend. The research method used is a survey conducted through interviews and questionnaires with customers. The SWOT analysis results show that the unique sambal quality plays a significant role in attracting customers and increasing loyalty, which in turn contributes to sales growth. This study indicates that improvements in product quality and service are essential to maintain competitiveness amidst the evolution of modern cuisine. Recommendations are provided to enhance menu variety and strengthen marketing strategies to attract more customers.