Strategi Pemasaran dalam Meningkatkan Pendapatan Es Coklat Berdua di Kota Bukittinggi Marketing Strategy in Increasing the Revenue of Es Coklat Berdua in Bukittinggi City
Article Sidebar
Page Numbers:
3151-3167
Digital Object Identifier:
10.58578/arzusin.v6i4.10129
Viewed: 36 times
Downloaded: 29 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Lativa Aisya1*, Indika Juang Putra2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Marketing strategies in the microenterprise sector, particularly contemporary beverage businesses, have received attention in various studies, but research that specifically integrates the 4P marketing mix, SWOT analysis, and the perspective of sharia marketing in increasing business income remains limited. This study aims to analyze the implementation of marketing mix strategies covering product, price, place, and promotion, as well as to identify internal and external factors that influence income growth in the Es Coklat Berdua business in Bukittinggi City. This study used a qualitative approach with a case study design, involving five participants consisting of one business owner and four consumers selected through purposive sampling and snowball sampling techniques. Data were collected through observation, semi-structured interviews, and documentation, and were then analyzed using the interactive analysis model of Miles and Huberman combined with SWOT analysis through the IFAS and EFAS matrices. The results showed that the implementation of marketing strategies was not yet optimal, as indicated by limited product innovation, uncertainty regarding business location, and low utilization of digital marketing, although the business had strengths in product quality and competitive pricing. The SWOT analysis showed that the business position was in the Strength–Opportunity quadrant, indicating considerable development potential. The conclusion of this study affirms that the integration of marketing mix strategies, SWOT analysis, and sharia marketing principles needs to be implemented more comprehensively to increase business income. These findings contribute to the development of MSME marketing studies through an integrative approach and provide practical implications for business actors in designing more adaptive, competitive, and sustainable marketing strategies.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Anggito, A., & Setiawan, J. (2018). Metodologi Penelitian Kualitatif. CV Jejak.
Anggraini, D. (2023). Pengaruh Marketing Mix terhadap Peningkatan Penjualan UMKM. Jurnal Manajemen Bisnis, 12(2), 123–135.
Antonio, M. S. (2019). Bank Syariah: Dari Teori ke Praktik. Gema Insani.
Badan Pusat Statistik. (2025). Statistik Industri Makanan dan Minuman Indonesia 2025. Badan Pusat Statistik.
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative Research Journal, 9(2), 27–40. https://doi.org/10.3316/QRJ0902027
Budianto, A. (2020). Strategi Bauran Pemasaran dalam Meningkatkan Penjualan Produk UMKM. Jurnal Ekonomi dan Bisnis, 8(1), 45–56.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Chakti, A. G. (2019). The Book of Digital Marketing. Celebes Media Perkasa.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2018). The SAGE handbook of qualitative research (5th ed.). SAGE Publications.
Dwivedi, Y., Ismagilova, E., Hughes, L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M., Raman, R., Rauschnabel, P., Rowley, J., Salo, J., Tran, G., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Flick, U. (2018). An introduction to qualitative research (6th ed.). SAGE Publications.
Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 994–1006. https://doi.org/10.17719/jisr.2017.1832
Hafizaa, N. (2025). Tren Industri Minuman Kekinian di Indonesia. Jurnal Ekonomi Kreatif, 10(1), 45–60.
Hassan, M. K., & Lewis, M. K. (Eds.). (2007). Handbook of Islamic banking. Edward Elgar Publishing.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis: Where are we now? Journal of Strategy and Management, 3(3), 215–251. https://doi.org/10.1108/17554251011064837
Hollensen, S. (2020). Marketing management: A relationship approach (4th ed.). Pearson.
Kementerian Perindustrian. (2025). Laporan Industri Makanan dan Minuman Indonesia. Kementerian Perindustrian.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.
Kvale, S., & Brinkmann, S. (2015). InterViews: Learning the craft of qualitative research interviewing (3rd ed.). SAGE Publications.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Mardiyansyah, M., et al. (2025). Pemasaran Syariah dalam Perspektif Bisnis Modern. Jurnal Ekonomi Syariah, 14(1), 55–70.
Marshall, C., & Rossman, G. B. (2016). Designing qualitative research (6th ed.). SAGE Publications.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Naderifar, M., Goli, H., & Ghaljaie, F. (2017). Snowball sampling: A purposeful method of sampling in qualitative research. Strides in Development of Medical Education, 14(3), Article e67670. https://doi.org/10.5812/sdme.67670
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling. Administration and Policy in Mental Health, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.
Pickton, D. W., & Wright, S. (1998). What’s SWOT in strategic analysis? Strategic Change, 7(2), 101–109. https://doi.org/10.1002/(SICI)1099-1697(199803/04)7:2%3C101::AID-JSC332%3E3.0.CO;2-6
Portal UMKM Bukittinggi. (2025). Data UMKM Kota Bukittinggi.
Rangkuti, F. (2016). Analisis SWOT: Teknik Membedah Kasus Bisnis. Gramedia.
Ryan, D. (2020). Understanding digital marketing: A complete guide to engaging customers and implementing successful digital campaigns (5th ed.). Kogan Page.
Safitri, N. (2023). Faktor Eksternal dalam Peningkatan Pendapatan UMKM. Jurnal Ekonomi, 11(2), 78–90.
Saunders, M. N. K., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Statista. (2024). Food and Beverage Industry Statistics. Statista.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tjiptono, F. (2019). Strategi Pemasaran (4th ed.). Andi.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.