STRATEGI KOMUNIKASI PEMASARAN STREET FOOD DI JALAN LENGKONG KECIL KOTA BANDUNG DALAM MENARIK PERHATIAN PENGUNJUNG

Abstract

Street food sells food and beverages, prepares and serves them on the roadside or

other public places for immediate or short-term consumption. Street food helps develop small

businesses with very low capital investment. Many street foods are found in Bandung, but only

a few are known by the public, this is due to a lack of communication. This research aimed to

explore the marketing communication strategy of street food in Jalan Lengkong Kecil, Bandung

City. The research used a qualitative-descriptive approach. The research subjects were street

food vendors on Jalan Lengkong Kecil, Bandung City. The research was conducted from

September 2022 to December 2022. Data collection techniques were carried out through

interviews with several street food traders and administrators of Jalan Lengkong Kecil

Bandung City, to explore information about 1) History, 2) Condition, and 3) Strategy. The

results of the study found that street food traders and visitors on Jalan Lengkong Kecil

Bandung City worked together to promote the street food, so that it can be better known by the

public, such as by promoting on social media, recommending to friends, and making

innovations so that the street food remains crowded with visitors. These findings showed that

the marketing communication strategy in street food on Jalan Lengkong Kecil, Bandung City

had been carried out well.