Marketing Mix Strategy (4P) and Its Impact on Sales Volume of Angkringan Taman Kota Situbondo Products

This study aims to analyze in depth the marketing strategy implemented by Angkringan Taman Kota in Jember using the 4P marketing mix concept, which includes elements of product, price, location, and promotion. In an effort to understand the implementation of this marketing strategy, this study uses interview methods and direct observation with the owner. The results of the analysis show that Angkringan Taman Kota has succeeded in offering high-quality products, with a taste that makes every consumer feel like eating home-cooked food. In addition, the prices offered are quite competitive, comparable to the quality of the products provided, and can compete amidst many other culinary businesses. The results of this study are expected to provide broader insights for culinary entrepreneurs in designing more effective and adaptive marketing strategies to market changes, as well as being a reference in increasing the competitiveness of culinary businesses in this era of globalization.