ANALISIS KELAYAKAN BISNIS WARUNG MAKAN "NIKMATI" DENGAN PENDEKATAN MARKETING MIX 4P

Abstrak

This study analyzes the feasibility of the “NIKMATI” Food Stall business using the 4P marketing mix approach (Product, Price, Place, Promotion). It uses a qualitative method with data gathered through direct observation, a consumer survey of 30 respondents, and a literature review related to the culinary business marketing. The findings show that the “NIKMATI” Food Stall has good market potential with quality food products, unique flavors, competitive and affordable prices, a strategic location in a busy area, and effective promotion through digital media and offline marketing. The 4P analysis suggests that this food stall is feasible to develop further. Recommendations include diversifying the menu to attract more customers, optimizing digital services to reach a wider audience, and strengthening the brand for long-term sustainability. These results can be used as a reference for other small and medium-sized culinary businesses (UMKM) in creating effective and sustainable marketing strategies for further business growth.