PENGARUH HARGA NASI PADANG BUNGO LAWANG TERHADAP DAYA TARIK PEMBELI

Sartika; Kamaruzzaman; Refi Zahara Putri; Khairunnisa; Irma  Yunita; Deanova Azzahra Dariatunfuaddah; Decky; Thio Ardiansyah; M Fahrezi Maulana; Dharmasetiawan

doi:10.32520/jam.v10i1.3683

Sartika Universitas Islam Indragiri
Kamaruzzaman Universitas Islam Indragiri
Refi Zahara Putri Universitas Islam Indragiri
Khairunnisa Universitas Islam Indragiri
Irma Yunita Universitas Islam Indragiri
Deanova Azzahra Dariatunfuaddah Universitas Islam Indragiri
Decky Universitas Islam Indragiri
Thio Ardiansyah Universitas Islam Indragiri
M Fahrezi Maulana Universitas Islam Indragiri
Dharmasetiawan Universitas Islam Indragiri

DOI: https://doi.org/10.32520/jam.v10i1.3683

Keywords: Padang Cuisine, Word of Mouth, Competitive Pricing, Marketing Strategy, Traditional Restaurant

Abstract

Padang cuisine is an essential part of Indonesia's cultural heritage, with rendang as one of its most internationally recognized dishes. Rumah Makan Padang Bungo Lawang, located in Batang Tuaka, Riau, has sustained its success for 12 years without relying on digital marketing strategies, instead using Word of Mouth (WOM) as its primary promotional tool. This research aims to analyze the marketing strategies of traditional restaurants that remain competitive despite minimal digitalization, as well as the role of WOM in building and maintaining customer loyalty. The methodology involves collecting primary data through questionnaires from 104 respondents, interviews with the owners, and on-site observations. A SWOT analysis was employed to evaluate the restaurant's strengths, weaknesses, opportunities, and threats. The study's findings reveal that affordable pricing is a key factor influencing consumer purchasing decisions. Competitive pricing has a positive and significant impact on purchasing behavior, supported by the authentic taste of the food. These findings align with previous studies highlighting the importance of pricing and WOM in the culinary sector. This research contributes to the development of marketing strategies for traditional culinary businesses in Indonesia, especially in the digitalization era.