Main Article Content
This research begins from a phenomenon that describes the condition of restaurants in Indonesia as inseparable from problems related to marketing strategies, so that it can affect the existence of restaurants in competition and survival. This was a real reflection that cannot be avoided by a business. The research objective was to formulate the most appropriate marketing strategy in accordance with the applied marketing mix by looking at the internal and external conditions that are owned by Pecak Hj. Sadiyah Restaurant. This research was a qualitative descriptive study using marketing strategy theory. Data technique used observation, interviews, documentation, and questionnaires. Data analysis performed was data reduction, data presentation, data lever, and SWOT analysis. These research results have identified the marketing mix, such as product, price, place, and promotion. Then identified indicators in the internal environment as legality, agile operational managers, increasing income every year, quality food, strategic location, halal certification, good cooperation between workers, low prices with high taste, effective distribution channels, and leadership relationships with employees. good. Weaknesses include no offering motivation, no meetings, poor work management, minimal human resources, parking areas, and limited distribution areas. The external environment was able to take advantage of opportunities from abundant raw material sources, developing technology, consumptive culture of society, online delivery services, and high consumer loyalty. Related threats include unstable raw material prices, unstable public interest, shifting of consumers to competitors, and developments since Covid-19, so that the most appropriate marketing strategy was formulated for the development of Pecak Hj. Sadiyah Restaurant in minimizing the weaknesses and threats that threaten.