ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA USAHA KANTIN SEKOLAH (Studi Kasus pada Usaha Kantin SMP IT Harapan Bangsa)

Abstract

This study aims to analyze the implementation of the marketing mix strategy (product, price, place, promotion) in recovering and increasing sales performance at the SMP IT Harapan Bangsa Canteen Business, as well as identifying the operational challenges faced and the optimization efforts undertaken by management. This research employs a descriptive qualitative approach with a case study method. Data were collected through semi-structured interviews with five key informants (the canteen owner, canteen staff, a teacher, a 7th-grade student, and a 9th-grade student), direct observation, and sales record documentation. The results indicate that management has implemented a 4P marketing mix tailored to the school environment: hygienic and varied menus (product), affordable prices suited to students' pocket money (price), a strategic in-school location (place), and conventional word-of-mouth promotion (promotion). Although sales declined during May-June 2026 due to monotonous menu variation, the introduction of menu innovations and ready-to-take portions successfully recovered sales in July 2026. The main challenges include short break times, limited seating capacity, and constraints in time and manpower for developing new menus. Optimization efforts include speeding up service with ready-to-take portions, maintaining product hygiene, and gathering customer feedback.