Research Article
Development of "Chi Fry" Business in Gresik District Through Marketing Mix Strategy
@INPROCEEDINGS{10.4108/eai.1-8-2024.2354995, author={Imam Khoemeni and Hadi Ismanto and Vembri Aulia Rahmi and Aries Kurniawan}, title={Development of "Chi Fry" Business in Gresik District Through Marketing Mix Strategy}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={business development marketing mix}, doi={10.4108/eai.1-8-2024.2354995} }- Imam Khoemeni
Hadi Ismanto
Vembri Aulia Rahmi
Aries Kurniawan
Year: 2026
Development of "Chi Fry" Business in Gresik District Through Marketing Mix Strategy
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2354995
Abstract
This research aims to develop the "Chi Fry" business in Gresik through implementing a Marketing Mix strategy. The research method used is descriptive qualitative with data collection techniques in the form of interviews, observation and document study. Based on the results of research that has been carried out, several Marketing Mix strategies are recommended to be implemented in developing the "Chi Fry" business. The product diversity strategy is carried out by providing various flavors and levels of spiciness, as well as additional menu options such as side dishes and drinks. This aims to meet consumer demand who want more variety in the menu offered, as well as to increase monthly sales figures and product competitiveness. “Chi Fry” also considers consumer input to provide more diverse and interesting menu choices.
