Penerapan Strategi Komunikasi Pemasaran Dalam Mempromosikan Produk Pedagang Kaki Lima (Studi Kasus: Kebab Farhan Pasar Gang Kancil)

Abstract

This study aims to explore how marketing communication strategies are applied by street vendors to promote their products, using a case study on Kebab Farhan at Pasar Gang Kancil. Employing a qualitative approach with a case study method, data were collected through interviews, observation, and documentation. The findings reveal that Kebab Farhan has implemented several communication strategies, such as word of mouth (WOM), limited use of social media, and consistent yet simple branding. These efforts are supported by direct personal selling from the owner, a strategic selling location, and product innovation through the unique “stir-fried kebab” cooking method. Brand identity is strengthened through business name, logo, and packaging, enhancing brand identity Despite operating on a small scale, Kebab Farhan's consistent and authentic approach successfully builds customer loyalty and sustains the business amid competition. This study illustrates that with proper understanding and application of marketing communication strategies, street vendors can compete effectively and grow their businesses.