STRATEGI PEMASARAN DAYA TARIK WISATA KAMPUNG TAHU SUKAMAJU, KOTA BINJAI DALAM MENINGKATKAN EKSISTENSI PASAR UMKM LOKAL MELALUI PENDEKATAN SEGMENTING, TARGETING, POSITIONING (STP) DAN MATRIKS ANSOFF
Abstract
This study aims to analyze the conditions of the tourist attraction Kampung Tahu Sukamaju in Binjai City from the aspects of attraction, accessibility, and amenity; to examine the characteristics of the market visiting the Kampung Tahu Sukamaju tourist attraction; and to formulate marketing strategies to enhance its existence as a community-based culinary tourism destination. The method used is descriptive quantitative, with data collected through observation, interviews, and questionnaires involving 83 respondents determined using the Slovin formula. Data analysis was carried out using the 3A model (Attraction, Accessibility, Amenity), STP (Segmenting, Targeting, Positioning), and the Ansoff Matrix. The results show that the current condition of the Kampung Tahu Sukamaju tourist attraction, viewed from the aspects of attraction, accessibility, and amenities, indicates that the attractions are still less varied and lack uniqueness, access to the location remains difficult, and the supporting facilities (amenities) such as toilets, parking areas, and dining spaces are not yet adequate. The market characteristics visiting the Kampung Tahu Sukamaju tourist attraction in Binjai City are dominated by productive adult tourists (aged 36–44 years) with a balanced gender distribution, mainly formal workers and entrepreneurs. Most visitors fall into the first-time visitor category, and they exhibit strong educational and consumptive motivations toward local culinary experiences. The marketing strategies that can be formulated to enhance the existence of Kampung Tahu Sukamaju as a tourist attraction in Binjai City include market penetration strategies (such as increasing digital promotion, implementing tourist loyalty programs, and organizing regular culinary and local educational events) and product development strategies (such as developing educational tourism activities and innovating culinary products).
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