ANALISIS STRATEGI PEMASARAN DAN POTENSI PASAR WARUNG LESEHAN MAHARRANI SEBAGAI DESTINASI KULINER DI JALUR WISATA SONGGON BANYUWANGI

This study analyzes marketing strategies and market potential of Warung Lesehan Maharrani as a culinary destination along the Songgon tourist route in Banyuwangi. Using approaches such as STP (Segmentation, Targeting, Positioning), Marketing Mix 7P, Resource Based View (RBV), and Business Model Canvas (BMC), this research aims to identify appropriate development strategies to improve competitiveness and attract tourists. Data were collected through direct observation, documentation, and literature review. The results show that Maharrani is positioned as a family-friendly culinary destination with authentic Banyuwangi dishes, supported by a natural and Instagramable atmosphere. The application of STP and 7P strengthens its marketing efforts, while RBV and BMC provide long-term business sustainability. This study concludes that innovation, digital promotion, and service quality play crucial roles in increasing customer satisfaction and business growth.