Strategi Pemasaran Waktu Malam pada Usaha Martabak: Analisis Pendekatan Psikologis dan Ekonomi

This qualitative inquiry examines the deliberate operational timing adopted by street vendors selling martabak, a popular Indonesian snack, exploring why nocturnal hours are strategically favored over daytime. The research methodology combined in-depth interviews with ten vendors operating in urban centers like Jakarta and Bandung with a consumer survey of one hundred respondents. Analysis of the collected data identifies a dual strategic foundation. From a demand perspective, night-time aligns with consumer psychology, fostering a leisurely atmosphere conducive to social snacking and impulsive purchases. On the supply side, vendors benefit from diminished direct competition, reduced operational overheads, and tapping into peak demand for evening treats. This synergy effectively cements martabak’s market identity as a beloved night-time culinary ritual linked to socialization. Consequently, the study posits that this chrono-marketing approach represents a savvy adaptation to local socio-economic rhythms. The insights derived provide a framework for micro-entrepreneurs to optimize service timing, aligning business operations with ingrained cultural consumption cycles to enhance sustainability and customer loyalty.  

• Publication year

  2026

• Venue

  Jurnal Manajemen Bisnis Digital Terkini

• Publication date

  2026-01-17

• Fields of study

  Not labeled

• Identifiers
  DOI 10.61132/jumbidter.v3i1.1195
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Pengaruh Pendekatan Keras dan Lunak Pemimpin Organisasi terhadap Kepuasan Kerja dan Potensi Mogok Kerja Karyawan

  2016cited by this paper
• Marketing management 15th ed.

  2016cited by this paper
• Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran

  2015cited by this paper
• An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior

  2012influential reference
• The Experience of Nature: A Psychological Perspective

  1989cited by this paper

• No citing papers are available for this paper.