STRATEGI PEMASARAN PADA INDRAYANTI RESTO GUNUNGKIDUL YOGYAKARTA

The purpose of this research is to identify the factors causing the marketing strategy of Indrayanti Resto Gunungkidul Yogyakarta to be less effective and to formulate an appropriate strategy to enhance competitiveness and increase visitor numbers. The study is motivated by the growing number of tourists in the Indrayanti Beach area and the increasing competition among culinary businesses, requiring a more adaptive and effective marketing approach. This study employs a descriptive qualitative method with data collected through in-depth interviews, observation, and documentation. The analysis uses the SWOT approach, including the identification of internal and external factors through IFAS and EFAS matrices, followed by strategy formulation using the SWOT Matrix. The main informant of the research is the owner of Indrayanti Resto, Mrs. Ratna Indrayanti. The findings reveal that Indrayanti Resto’s strengths lie in the freshness of its ingredients, strategic beachfront location, and friendly service. However, digital promotion remains limited, menu innovation is not optimal, and environmental challenges such as weather and high tides affect operations. Opportunities arise from the increasing number of tourists and collaborations with travel agencies. Based on the SWOT analysis, the recommended strategies include strengthening digital marketing, developing menu variations, and improving physical facilities to enhance customer experience.