Strategi Pemasaran Pondok Pesantren Miftahul Hikmah Parengan Tuban dalam Pengelolaan DCR (Drink Corner and Resto) di Jatirogo Tuban

Abstract

This research aims to find out the marketing strategy of the Miftahul Hikmah Parengan Tuban Islamic Boarding School in managing DCR (Drink Corner and Resto) in Jatirogo Tuban. This research uses qualitative research with data sources coming from interviews, observation, and documentation. The analysis used in this research is the Miles and Huberman analysis model, including data reduction, data presentation, as well as conclusions and verification. Meanwhile, in checking the validity of the data, researchers used the triangulation method. The marketing strategy of the Miftahul Hikmah Islamic Boarding School, Parengan District, Tuban Regency in Managing DCR (Drink Corner and Resto) in Jatirogo District, Tuban Regency, consists of two aspects, namely the use of a marketing mix, namely product, price, place and promotion. Promotions at DCR (Drink Corner and Resto) are carried out by means of online and offline promotions. The manager carries out an indirect (online) promotional strategy, namely through social media such as Instagram, Facebook and WhatsApp stories by uploading all the menus at DCR (Drink Corner and Resto) as well as new menu promos. The direct marketing strategy is to introduce and promote DCR (Drink Corner and Resto) products directly to customers. This is done by providing promos every Sunday. Apart from promotions, direct marketing is also carried out by introducing additions to the menu at DCR (Drink Corner and Resto). The current menu additions are seblak abah and kebab, as a form of product development for DCR (Drink Corner and Resto) from the previous and current owners.