Strategi Pemasaran dan Operasional Warung Pecel Lele 51

Abstrak

This study aims to analyze the marketing and operational strategies implemented by Warung Pecel Lele 51 in order to enhance business competitiveness and sustainability. The research employs a descriptive qualitative approach, with data collected through direct observation, in-depth interviews with the owner and employees, and documentation. The findings indicate that the marketing strategy of Warung Pecel Lele 51 primarily relies on direct marketing through word of mouth, affordable pricing, and a strategically chosen business location. From an operational perspective, efficient raw material management, consistency in taste quality, fast service, and operating hours tailored to customer needs are key factors supporting business performance. Although the utilization of digital marketing remains limited, Warung Pecel Lele 51 has successfully maintained customer loyalty through consistent product quality and reliable service. This study is expected to provide practical insights for small and medium-sized culinary enterprises in developing effective marketing and operational strategies