Post-Relocation Evaluation of Food Vendors at the Manahan Shelter in Surakarta From a Marketing Management Perspective
DOI:
https://doi.org/10.59890/ijels.v4i5.10Keywords:
Vendor Relocation, Marketing Management, Marketing Mix, Shelter Manahan, Food and Beverage BusinessesAbstract
This study is titled “Post-Relocation Evaluation of Food Vendors at the Manahan Shelter in Surakarta from a Marketing Management Perspective.” The objective of this study is to analyze the marketing conditions of food vendors following their relocation and to evaluate the implementation of the marketing mix (product, price, place, and promotion) in supporting business sustainability. The study employs a qualitative approach using a descriptive method. Data were collected through observation, in-depth interviews, and documentation involving food vendors, visitors, and government officials. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that vendors tend to retain existing products with limited innovation, adopt a defensive pricing strategy, and face a strategic yet suboptimal location in attracting visitors. Additionally, promotional activities remain individualistic and lack integration. Overall, the marketing mix has not been optimally implemented, resulting in unstable visitor numbers and vendor revenue following the relocation.
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