S udies Managemen and Finance Economics, o Jou nal
0504-2644 (online): ISSN 0490,-2644 (p in ): ISSN
5202 Oc obe 10 Issue 80 Volume
8.317 Fac o : Impac ,12-i10-10.47191/je ms/ 8 DOI: A icle
8966 -6678 No: Page
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6678
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case
S udy: Saung Ranggon Res au an , Saung Gunung Ja i Res au an , and Liwe
Asep S obe i Res au an in Tasikmalaya)
E. Yuyun Kus ini1, Nu bae i2, Sap a ining Wulan3
1,2,3T isak i Tou ism Ins i u e
ABSTRACT: This s udy aims o analyze he ma ke ing s a egies and he de elopmen o Sundanese ood ma ke ing a he
es au an s Saung Ranggon, Saung Gunung Ja i, and Liwe Asep S obe i in Tasikmalaya. The me hod used in his esea ch is
quali a i e analysis h ough IFAS, EFAS ma ix analysis, and SWOT diag ams. The esea ch was conduc ed h ough in e iews based
on in e iew guidelines and documen a ion wi h he manage s o Saung Ranggon, Saung Gunung Ja i, and Liwe Asep S obe i in
Tasikmalaya. The conclusions o his s udy indica e ha Saung Ranggon, Saung Gunung Ja i, and Liwe Asep S obe i ha e
implemen ed he 4P ma ke ing mix s a egy (p oduc , p ice, place, p omo ion). Howe e , none o hese es au an s ha e
collabo a ed wi h dis ibu ion channels o deli e ies ou side he ci y. Recommenda ions o he de elopmen o Sundanese ood
ma ke ing om hese h ee es au an s include he need o mo e agg essi e p omo ions, one o which could be collabo a ing
wi h ou agencies o ou ope a o s o a ac ou is s o isi he es au an s and as e he dishes esh. Wi h a s a egic loca ion
(Place), Tasikmalaya can se e as a ansi poin , making hese es au an s one o he bes choices o ou is s isi ing he
su ounding a eas.
KEYWORDS: Ma ke ing S a egy, Local Food, Culina y Tou ism, Sundanese Food, Ma ke ing Mix, Tasikmalaya Ci y
I.
INTRODUCTION
Culina y ou ism in he ou ism indus y is conside ed an impo an ool in sa is ying ou is expe iences om he cul u al and
adi ional aspec s o ood (Cusack, 2000; Ha ing on & O enbache , 2010) which is seen in e ms o ood au hen ici y (Bjö k &
Kauppinen-Räisänen, 2016; Chang e al., 2010; Mak e al., 2012; Mkono, 2011), he use o ing edien s and p epa a ion me hods
ha ha e cha ac e is ics (Babolian Hendijani, 2016; Jalis e al., 2014). Ha ing on and O enbache (2010) s a ed ha ou is s who
consume local special ies will unde s and he iden i y and e hnici y o a des ina ion. Acco ding o Cusack in (Sukma e al., 2023),
culina y ou ism is an impo an pa o cul u al ou ism, he expe ience o culina y ou ism is ecognized as an exp ession o
iden i y and cul u e, whe e ou is s will assimila e when consuming he ood. Fu he mo e, consuming local ood allows ou is s
o expe ience joy, a di e en li es yle, knowledge, and sa is ac ion (Hall, 2019).
Rega ding culina y ou ism ma ke ing in Tasikmalaya Ci y, he local go e nmen and culina y en ep eneu s in Tasikmalaya
ac i ely p omo e local ood h ough culina y es i als, exhibi ions, and o he ou ism e en s. This helps aise public awa eness o
Tasikmalaya's culina y special ies. The exis ence o social media and he use o social media by es au an s and ood s alls in
Tasikmalaya also play a signi ican ole in p omo ing egional special ies, helping o each a wide audience.
The cu en inc ease in he numbe o es au an s in Tasikmalaya Ci y is domina ed by ca es o e ing culina y p oduc s ha
o e mode n menus o inco po a e cul u al accul u a ion in o hei p oduc s. The implemen a ion o a ma ke ing mix s a egy in
his s udy aims o iden i y oppo uni ies o ma ke Sundanese ood in Tasikmalaya Ci y as a culina y ou ism des ina ion. Ma ke ing
Sundanese culina y ou ism in Tasikmalaya Ci y is ca ied ou conside ing he cu en culina y ou ism si ua ion in Tasikmalaya
Ci y, whe e se e al Sundanese es au an s s ill exis . The e a e se e al p e ious s udies ound in his ield wi h he aim o inding,
e alua ing, analyzing and de eloping he culina y ou ism po en ial in Tasikmalaya Ci y, so ha i can p oduce he igh ma ke ing
s a egy o Sundanese ood culina y ou ism in Tasikmalaya Ci y.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6679
II.
LITERATURE REVIEW
A.
Ma ke ing in he Tou ism and Hospi ali y Indus y
Acco ding o Ko le and Kelle (2012), ma ke ing is managing p o i able cus ome ela ionships. Ma ke ing aims o c ea e alue
o cus ome s and ecei e alue om hem ( eedback) in e u n (Ko le & Kelle , 2012).
Ma ke ing plays a c ucial ole in he es au an sec o and he hospi ali y indus y. Unde s anding cus ome s is c ucial, and
de eloping se ice deli e y sys ems is essen ial o p o iding he p oduc s hey desi e a p ices hey conside easonable (Ko le e
al., 2017).
B.
Ma ke ing Mix
Yodchim & Bous i (2022) s a e ha he ma ke ing mix is a con ollable a iable o ma ke ing ool. This ool is o en used by
many companies o mee he sa is ac ion and needs o a ge cus ome s. The ini ial concep o he ma ke ing mix had ou
dimensions (4Ps): p oduc , p ice, loca ion o p oduc dis ibu ion channel (Place), and ma ke ing p omo ion (P omo ion) (Yodchim
& Bous i, 2022). In gene al, he ma ke ing mix is a ma ke ing ool used by companies as a means o achie e hei goals. The
ollowing is an explana ion o he "4Ps" in he ma ke ing mix.
P oduc , which is some hing a company o e s o sale wi h he aim o gene a ing in e es in consuming o using a se ice,
he eby c ea ing cus ome sa is ac ion, p o iding u ili y o cus ome s, and p o iding cus ome s wi h alue om he p oduc
p o ided.
P ice, which e e s o he alue o a p oduc , se ice, o he cos o ecei e he se ice. This means ha consume s a e willing
o pay in exchange o he se ice.
Place, which is he dis ibu ion channel h ough which he se ice p o ide deli e s he p oduc o se ice o consume s, ei he
di ec ly o indi ec ly. The e ec i eness o a dis ibu ion channel (dis ibu o ) can be measu ed by he con enience and sa is ac ion
ecei ed by consume s.
P omo ion is a ma ke ing communica ion ool be ween selle s and consume s. The pu pose o sales p omo ion is o in o m and
encou age a i udes, needs, and beha io s ela ed o using he se ice.
C.
Local Food
Local ood is a ypical ood p oduc ypically only a ailable in a speci ic a ea and is a adi ional ood inhe i ed om ances o s
and consumed o gene a ions by he local communi y. Fu he mo e, adi ional ood is gene ally a p oduc wi h a dis inc i e
la o ha e lec s a egion's cul u e, namely a combina ion o c ea i e ood p ocessing using local esou ces wi h adi ional
spices ha ha e been passed down h ough gene a ions (Nga emin e al., 2019).
Local ood p oduc s can also be de ined as p ocessed p oduc s de i ed om ag icul u al commodi ies ha gene ally ha e
dis inc i e cha ac e is ics, including: pe ishabili y and sho shel li e, p oduc ion based on aw ma e ial a ailabili y, la ge olumes
bu ela i ely low nominal alue, and being locally speci ic o no eadily a ailable. Based on hese cha ac e is ics, p oduc ion
p ices o local ood a e o en unce ain, subjec o p ice luc ua ions, and p ices a e no s anda dized om one loca ion o
ano he . This can nega i ely impac p oduce s, necessi a ing insigh in o ma ke ing knowledge, bo h indi idually and collec i ely,
o enhance he ma ke ing capabili ies o local ood p oduc s (Nga emin e al., 2019).
D.
Culina y Tou ism
Culina y ou ism is a key componen o he a el expe ience a a des ina ion, encompassing he b oad concep o a symbio ic
ela ionship be ween ou ism and ood (Özdemi & Seyi oğlu, 2017). Acco ding o Hall & Mi chell (in So maz e al., 2016), culina y
ou ism is he ac i i y o isi ing ood p oduce s, ood es i als, es au an s, and o he special places associa ed wi h speci ic oods,
along wi h as ing special dishes, obse ing he p oduc ion and p epa a ion p ocess, o ea ing special dishes om he hands o
enowned che s and obse ing how ce ain dishes a e p epa ed.
Acco ding o he Uni ed Na ions Wo ld Tou ism O ganiza ion (UNWTO), in i s 2016 gas onomic ou ism su ey, he e a e h ee
(3) aspec s o Indonesian gas onomy, as p esen ed in Figu e 1.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6680
Figu e 1. The Concep o he Indonesian Gas onomic T iangle
Sou ce: (UNWTO Su ey on Gas onomy Tou ism, 2016)
Based on Figu e 1, i can be explained ha he concep o he Indonesian gas onomic iangle consis s o : (1) Food, which is he
in e media y aspec in gas onomic ou ism which is in luenced by cul u e and his o y; (2) Cul u e, which is he aspec ha explains
he his o y o a ood; (3) His o y, which is he aspec ha assesses he au hen ici y o Indonesian cuisine which makes ood a
cul u e in Indonesia.
E.
Ma ke ing S a egy
Acco ding o Va ada ajan (2010), ma ke ing s a egy is a pa e n o in eg a ed decisions in an o ganiza ion ha de e mines choices
ega ding p oduc s, ma ke s, ma ke ing ac i i ies and ma ke ing esou ces in he c ea ion, communica ion and deli e y o
p oduc s ha o e alue o cus ome s in exchange wi h he o ganiza ion and hus enable he o ganiza ion o achie e ce a in
goals (Mo gan e al., 2018).
Figu e 2. Ma ke ing S a egy Concep
Sou ce: (Mo gan e al., 2018)
Figu e 2 explains he mos impo an ca ego ies o phenomena ela ed o he ela ionship wi h: (1) inpu s o ma ke ing s a egy
including esou ces such as ma ke knowledge, b and po olio, inancial esou ces, e c., and capabili ies such as NPD, CRM, e c.;
(2) ou pu s o ma ke ing s a egy including he ou comes o cus ome mindse and beha io and ma ke and economic
pe o mance; and (3) en i onmen al ac o s ha a e di e en om ma ke ing s a egy bu can in luence he phenomena o
ma ke ing s a egy and i s ela ionship wi h o he phenomena including in e nal ac o s such as o ganiza ional cul u e, size, e c.
and ex e nal ac o s such as ma ke cha ac e is ics, echnological u bulence, compe i i e in ensi y, e c.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6681
III.
METHODOLOGY
The esea ch me hod used by he esea che was desc ip i e wi h a quali a i e app oach. The esea ch loca ion was Tasikmalaya,
a ci y in Wes Ja a P o ince. The esea che chose Tasikmalaya because i has signi ican ou ism po en ial, including cul u al
ou ism, na u e ou ism, special in e es ou ism, and ec ea ional ou ism. Culina y ou ism is closely ela ed o he ou ism
indus y, as i is included in special in e es ou ism. Th ough quali a i e in e iews, his me hod was deemed capable o answe ing
all he esea ch ques ions, including he analysis o ma ke ing s a egies and he de elopmen o Sundanese culina y ou ism a
Saung Ranggon, Saung Gunung Ja i, and Liwe Pak Asep S obe i es au an s in Tasikmalaya Ci y. I also p o ided sugges ions o
de eloping Sundanese culina y ou ism ma ke ing s a egies o Saung Ranggon, Saung Gunung Ja i, and Liwe Asep S obe i
es au an s in Tasikmalaya Ci y.
All esea ch objec i es we e based on he Miles and Hube man model in Sugiyono (2019) and he IFAS and EFAS ma ices.
These me hods we e used o ob ain weigh ed alues o in e nal and ex e nal ac o s. These esul s will be used in a SWOT analysis
diag am o de e mine he posi ion o a company/managemen .
A.
SWOT Analysis
A SWOT s a egic analysis is used in esea ch o sys ema ically iden i y a ious ac o s o de elop a s a egy (Rangku i, 2015). A
SWOT analysis is designed o de elop bo h sho - e m and long- e m s a egies o help make impo an decisions ega ding
a ious p oblems and issues. The SWOT ma ix is shown in Table 1.
Table 1. SWOT Ma ix
In e nal
Ex e nal
S eng h (S)
Decide in e nal s eng h ac o
Weakness (W)
Decide in e nal weakness ac o
Oppo uni y (O)
Decide ex e nal oppo uni y ac o
SO (S eng h and Oppo uni y)
s a egy
OW (Oppo uni y and Weakness)
s a egy
Th ea (T)
Decide ex e nal h ea ac o
ST (S eng h and Th ea )
s a egy
TW (Th ea and Weakness)
s a egy
Sou ce: (Rangku i, 2015)
A SWOT analysis was used o o mula e se e al possibili ies o imp o ing sus ainable gas onomy in Tasikmalaya Ci y. The
SWOT componen s a e di ided in o: 1) SO s a egies, exploi ing oppo uni ies; 2) ST s a egies, a oiding h ea s; 3) OW s a egies,
in oducing new oppo uni ies and minimizing weaknesses; and 4) TW s a egies, a oiding h ea s and minimizing weaknesses.
B.
IFAS and EFAS Analysis
SWOT analysis has se e al analy ical ools, namely IFAS (In e nal S a egic Fac o Analysis Summa y) and EFAS (Ex e nal S a egic
Fac o Analysis Summa y). This analysis is a ool in SWOT analysis o compa e in e nal and ex e nal ac o s. The esul s o he IFAS
and EFAS analyses can be p esen ed in a quan i a i e model using he IFAS and EFAS ma ices. The IFAS ma ix abl e is p esen ed
in Table 2 and he EFAS ma ix able is p esen ed in Table 3.
Table 2. IFAS Ma ix (In e nal S a egic Fac o Analysis Summa y)
IFAS (In e nal S a egic Fac o Analisis Summa y)
Weigh
Ra ing
Sco e
S engh
Weakness
To al
Sou ce: (Rangku i, 2017)
The IFAS Ma ix, o In e nal S a egy Fac o s, consis s o s eng hs and weaknesses. Acco ding o Rangku i (2017), each ac o is
weigh ed om 1,0 ( e y impo an ) o 0,0 ( e y unimpo an ). Ra ings a e gi en on a scale om 4 (excellen ) o 1 (weak). The
sco e is hen calcula ed by mul iplying he weigh alue by he a ing.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6682
Table 3. EFAS Ma ix (Ex e nal S a egic Fac o Analysis Summa y)
EFAS (Ex e nal S a egic Fac o Analisis Summa y)
Weigh
Ra ing
Sco e
Opp uni y
Th ea
To al
Sou ce: (Rangku i, 2017)
The EFAS (Ex e nal S a egic Fac o s) ma ix consis s o oppo uni ies and h ea s. Acco ding o Rangku i (2017), each ac o is
weigh ed om 1,0 ( e y impo an ) o 0,0 ( e y unimpo an ). Ra ings a e gi en on a scale om 4 (excep ional) o 1 (weak). Sco es
a e hen calcula ed by mul iplying he weigh ed alues by he a ings.
Nex , based on he esul s o he IFAS and EFAS ma ix analyses, esea che s will analyze he esul s in a SWOT analysis diag am
o de e mine he s a egy o be implemen ed.
Figu e 3. SWOT Analysis Diag am Sou ce: (Rangku i, 2018)
Based on he esul s o he quad an s ha ha e been iden i ied in he SWOT analysis diag am, he esea che p oceeded o
he nex s age, namely p ocessing he esul s o he analysis diag am in o an app op ia e s a egy o ma ke ing Sundanese
culina y ou ism in Tasikmalaya Ci y using he SWOT ma ix as shown in Table 1.
IV.
RESULLT AND DISCUSSION
A.
Ma ke ing De elopmen S a egy o Saung Ranggon Res au an
1.
In e nal Fac o Analysis Using he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix a Saung Ranggon Res au an
The IFAS (In e nal S a egic Fac o Analysis Summa y) analysis in his s udy consis s o ou (4) s a emen i ems in he s eng h
s udy, and ou (4) s a emen i ems in he weakness s udy. The ollowing a e he esul s o he IFAS (In e nal S a egic Fac o
Analysis Summa y) ma ix analysis a he Saung Ranggon Res au an in Table 4.
Table 4. Resul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix Analysis Based on he Responses o In o man s
o he Saung Ranggon Res au an Manage
IFAS (In e nal S a egic Fac o Analysis Summa y)
Weigh
Ra ing
Sco e
S eng hs
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6683
1. The p oduc s a ailable a e mo e a ied compa ed o compe i o s.
0,3
3
0,9
2. P oduc p ices a e wi hin consume s' each.
0,3
3
0,9
3. The es au an 's s a egic loca ion acili a es dis ibu ion channels.
0,2
3
0,6
4. Nume ous p omo ions a e o e ed o consume s.
0,2
3
0,6
To al
1,0
12
3,00
Weaknesses
1. Lack o inno a ion in he p oduc s sold.
0,2
2
0,4
2. P ices o some p oduc s a e abo e ma ke p ices.
0,3
2
0,6
3. P oduc dis ibu ion is limi ed o he Tasikmalaya a ea and canno be shipped
ou side he ci y.
0,3
2
0,6
4. Lack o p omo ion o he es au an /p oduc s o e ed.
0,2
1
0,2
To al
1,0
7
1,8
S eng hs – Weaknesses Sco e = 3,00 – 1,8 = 1,2
Sou ce: Resul o Da a Analysis, 2024
2.
Ex e nal Fac o Analysis Using he EFAS (Ex e nal S a egic Fac o Analysis Summa y) Ma ix a Saung Ranggon Res au an
The EFAS (Ex e nal S a egic Fac o Analysis Summa y) analysis in his s udy consis s o ou (4) s a emen i ems in he oppo uni y
s udy, and ou (4) s a emen i ems in he h ea s udy. The ollowing a e he esul s o he EFAS (Ex e nal S a egic Fac o Analysis
Summa y) ma ix analysis a he Saung Ranggon Res au an in Table 5.
Table 5. Resul s o he EFAS (Ex e nal S a egic Fac o Analysis Summa y) Ma ix Analysis Based on he Responses o In o man s
a he Saung Ranggon Res au an Manage
EFAS (Ex e nal S a egic Fac o Analysis Summa y)
Weigh
Ra ing
Sco e
Oppo uni ies
1. The p oduc s o e ed (especially Sundanese dishes) a e well-known o
consume s ou side Wes Ja a.
0,4
3
1,2
2. Raw ma e ials a e eadily a ailable, allowing o lowe p ices.
0,2
3
0,6
3. Collabo a ion wi h shipping companies allows o p oduc deli e y ou side
Tasikmalaya.
0,2
2
0,4
4. Wo d o mou h p omo ion om exis ing cus ome s inc eases he numbe o
isi s.
0,2
4
0,8
To al
1,0
12
3,00
Th ea s
1. The
abundance
o
mode n
p oduc s/
oods
has
dec eased
in e es
in
pu chasing Sundanese ood.
0,3
3
0,9
2. P ices a o he Sundanese es au an s a e lowe .
0,2
2
0,4
3. A lack o shipping companies o ood p oduc s.
0,3
2
0,6
4. P omo ions a o he es au an s a e supe io .
0,2
2
0,4
To al
1,0
9
2,3
Oppo uni ies – Th ea s Sco e = 3,00 – 2,3 = 0,7
Sou ce: Resul o Da a Analysis, 2024
The esul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) ma ix analysis show a alue o 1,2 and an EFAS (Ex e nal
S a egic Fac o Analysis Summa y) alue o 0,7. These esul s will be depic ed in a SWOT analysis diag am o de e mine he
s a egy o be used a Saung Ranggon Res au an . The SWOT analysis diag am s a es ha Saung Ranggon Res au an is in quad an
I, meaning i is in a posi ion o ha e s eng hs and oppo uni ies ha can be u ilized o ma ke ing de elopmen a Saung Ranggon
Res au an . The app op ia e s a egy used o he Company is o use a g ow h-o ien ed s a egy o a s a egy ha suppo s an
agg essi e g ow h policy. The ollowing is he esul o he SWOT analysis diag am o Saung Ranggon Res au an in Figu e 4.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6684
Figu e 4. Resul s o SWOT Analysis Diag am Based on IFAS & EFAS Ma ix o Saung Ranggon Res au an
Sou ce: Resul o Da a Analysis, 2024
The esul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) ma ix analysis in Table 4 and EFAS (Ex e nal S a egic Fac o
Analysis Summa y) in Table 5 a e suppo ing ac o s o designing a ma ke ing de elopmen s a egy o Saung Ranggon
Res au an . The analysis esul s show ha he igh s a egy o Saung Ranggon Res au an , which is included in quad an I, is o
implemen a g ow h-o ien ed s a egy, by u ilizing he s eng hs and oppo uni ies ha exis a Saung Ranggon Res au an .
B.
Ma ke ing De elopmen S a egy o Saung Gunung Ja i Res au an
1.
In e nal Fac o Analysis Using he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix a Saung Gunung Ja i Res au an
The IFAS (In e nal S a egic Fac o Analysis Summa y) analysis in his s udy consis s o ou (4) s a emen i ems in he s eng h
s udy, and ou (4) s a emen i ems in he weakness s udy. The ollowing a e he esul s o he IFAS (In e nal S a egic Fac o
Analysis Summa y) ma ix analysis a he Saung Gungung Ja i Res au an in Table 5.
Table 5. Resul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix Analysis Based on he Responses o
In o man s om he Managemen o he Saung Gunung Ja i Res au an
IFAS (In e nal S a egic Fac o Analysis Summa y)
Weigh
Ra ing
Sco e
S eng hs
1. A wide a ie y o p oduc s is a ailable compa ed o compe i o s.
0,3
3
0,9
2. P oduc p ices a e wi hin consume s' each.
0,3
2
0,6
3. The es au an 's s a egic loca ion acili a es dis ibu ion channels.
0,2
3
0,6
4. Nume ous p omo ions a e o e ed o consume s.
0,2
3
0,6
To al
1,0
11
2,7
Weaknesses
1. Lack o inno a ion in he p oduc s o e ed.
0,2
2
0,4
2. P ices o some p oduc s a e abo e ma ke p ices.
0,3
2
0,6
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6685
3. P oduc dis ibu ion is limi ed o he Tasikmalaya a ea and canno be shipped ou side
o Tasikmalaya.
0,2
2
0,6
4. Lack o p omo ion o he es au an /p oduc s o e ed.
0,3
2
0,2
To al
1,0
8
1,80
S eng hs – Weaknesses Sco e = 2,7 – 1,8 = 0,9
Sou ce: Resul o Da a Analysis, 2024
2.
Ex e nal Fac o Analysis Using he EFAS (Ex e nal S a egic Fac o Analysis Summa y) Ma ix a he Saung Gunung Ja i
Res au an
The EFAS (Ex e nal S a egic Fac o Analysis Summa y) analysis in his s udy consis s o ou (4) s a emen i ems in he
oppo uni y s udy, and ou (4) s a emen i ems in he h ea s udy. The ollowing a e he esul s o he EFAS (Ex e nal S a egic
Fac o Analysis Summa y) ma ix analysis a he Saung Gunung Ja i Res au an in Table 6.
Table 6. Resul s o he EFAS (Ex e nal S a egic Fac o Analysis Summa y) Ma ix Analysis Based on he Responses o
In o man s om he Managemen o he Saung Gunung Ja i Res au an
EFAS (Ex e nal S a egic Fac o Analysis Summa y)
Bobo
Ra ing
Sko
Oppo uni ies
1. The p oduc s o e ed (especially Sundanese dishes) a e well-known o consume s
ou side Wes Ja a.
0,3
3
0,9
2. Raw ma e ials a e eadily a ailable, allowing o lowe p ices.
0,3
3
0,9
3. Collabo a ion wi h shipping companies allows o p oduc deli e y ou side
Tasikmalaya.
0,2
2
0,4
4. Wo d o mou h p omo ion om exis ing cus ome s inc eases he numbe o
isi s.
0,3
4
1,2
To al
1,0
12
3,4
Th ea s
1. The abundance o mode n p oduc s/ oods has dec eased in e es in pu chasing
Sundanese ood.
0,4
2
0,8
2. P ices a o he Sundanese es au an s a e lowe .
0,2
2
0,4
3. A lack o shipping companies o ood p oduc s.
0,3
1
0,3
4. P omo ions a o he es au an s a e supe io .
0,2
1
0,2
To al
1,0
9
1,7
Oppo uni ies – Th ea s Sco e = 3,4 – 1,7 = 1,7
Sou ce: Resul o Da a Analysis, 2024
The esul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) ma ix analysis show a alue o 0,9 and an EFAS (Ex e nal
S a egic Fac o Analysis Summa y) alue o 1,7. These esul s will be depic ed in a SWOT analysis diag am o de e mine he
s a egy o be used a Saung Gunung Ja i Res au an . The SWOT analysis diag am s a es ha Saung Gunung Ja i Res au an is in
quad an I, meaning i is in a posi ion o ha e s eng hs and oppo uni ies ha can be u ilized o ma ke ing de elopmen a Saung
Gunung Ja i Res au an . The app op ia e s a egy used o he Company is o use a g ow h-o ien ed s a egy o a s a egy ha
suppo s an agg essi e g ow h policy. The ollowing is he esul o he SWOT analysis diag am o Saung Gunung Ja i Res au an
in Figu e 5.
Sundanese Food Culina y Tou ism Ma ke ing S a egy in Tasikmalaya Ci y (Case S udy: Saung Ranggon Res au an ,
Saung Gunung Ja i Res au an , and Liwe Asep S obe i Res au an in Tasikmalaya)
JEFMS, Volume 08 Issue 10 Oc obe 2025 www.ije m.co.in Page 6686
Figu e 5. Resul s o SWOT Analysis Diag am Based on IFAS & EFAS Ma ix o Saung Gunung Ja i Res au an
Sou ce: Resul o Da a Analysis, 2024
The esul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) ma ix analysis in Table 5 and he EFAS (Ex e nal S a egic
Fac o Analysis Summa y) in Table 6 a e suppo ing ac o s o designing a ma ke ing de elopmen s a egy o Saung Gunung Ja i
Res au an . The analysis esul s indica e ha he app op ia e s a egy o companies in quad an I is o implemen a g ow h-
o ien ed s a egy, by u ilizing he s eng hs and oppo uni ies ha exis a Saung Gunung Ja i Res au an .
C.
Ma ke ing De elopmen S a egy o Liwe Asep S obe i Res au an in Tasikmalaya
1.
In e nal Fac o Analysis Using he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix a he Liwe Asep S obe i
Res au an in Tasikmalaya
The IFAS (In e nal S a egic Fac o Analysis Summa y) analysis in his s udy consis s o ou (4) s a emen i ems in he s eng h
s udy, and ou (4) s a emen i ems in he weakness s udy. The ollowing a e he esul s o he IFAS (In e nal S a egic Fac o
Analysis Summa y) ma ix analysis a he Liwe Asep S awbe y Res au an in Tasikmalaya in Table 7.
Table 7. Resul s o he IFAS (In e nal S a egic Fac o Analysis Summa y) Ma ix Analysis Based on he Responses o In o man s
om he Manage o he Liwe Asep S obe i Res au an in Tasikmalaya
IFAS (In e nal S a egic Fac o Analysis Summa y)
Weigh
Ra ing
Sco e
S eng hs
1. A wide a ie y o p oduc s is a ailable compa ed o compe i o s.
0,3
3
0,9
2. P oduc p ices a e wi hin consume s' each.
0,3
3
0,9
3. The es au an 's s a egic loca ion acili a es dis ibu ion channels.
0,3
3
0,9
4. Nume ous p omo ions a e o e ed o consume s.
0,1
2
0,2
To al
1,0
11
3,1
Weaknesses
1. Lack o inno a ion in he p oduc s o e ed.
0,2
2
0,4
2. P ices o some p oduc s a e abo e ma ke p ices.
0,3
3
0,6
3. P oduc dis ibu ion is limi ed o he Tasikmalaya a ea and canno be shipped ou side
o Tasikmalaya.
0,4
3
1,2
4. Lack o p omo ion o he es au an /p oduc s o e ed.
0,1
2
0,2
To al
1,0
10
2,4
S eng hs – Weaknesses Sco e = 3,1 – 2,4 = 0,7
Sou ce: Resul o Da a Analysis, 2024
2.
Ex e nal Fac o Analysis Using he EFAS (Ex e nal S a egic Fac o Analysis Summa y) Ma ix a he Liwe Asep S obe i
Res au an in Tasikmalaya
