STRATEGI PEMASARAN DIGITAL AYAM BAKAR PAPIN SEBAGAI KULINER KHAS YOGYAKARTA

Abstract

Yogyakarta besides having a lot of tourism and cultural potential, also has a very diverse culinary delights, so that tourists are always hunting for culinary delights in the city of Yogyakarta. At least from the many new culinary delights that have become a typical culinary icon in the city of Jogja. The culture of tourists who are usually looking for traditional food but are now looking for typical Jogja food that is currently viral. This development has made several researchers look at Jogja's typical culinary delights, including Ayam Bakar Papin which has only been established for 6 years and is still holding on to its Jogja Spicy Roasted Chicken concept. Even though there are many other typical culinary delights that are older, their names are not well known to tourists. With the concept created by them, Ayam Bakar Papin gets a special mind for tourists, one of which is because of its spicy food and in Jogja overall food is sweet recipe. Therefore researchers want to know how to find out their digital communication and marketing strategy so that they can retain customers who come from tourists. A qualitative analysis will be carried out on this matter.