Analisis Bauran Pemasaran Usaha Makanan Tradisional Studi Kasus Usaha Rengginang Ibu Sisu di Sidodadi Kecamatan Kinali Analysis of the Marketing Mix of a Traditional Food Business Case Study of Ibu Sisu's Rengginang Business in Sidodadi Kinali District
Article Sidebar
Page Numbers:
1941-1956
Digital Object Identifier:
10.58578/arzusin.v6i3.9738
Viewed: 70 times
Downloaded: 56 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:Lusia Rohima1*, Cahya Agung Mulyana2
Copyright :Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Marketing mix analysis in traditional food businesses has become a focus in various previous studies, but research that specifically discusses the implementation of marketing strategies in MSME-scale rengginang businesses in Sidodadi, Kinali Subdistrict, remains limited. This study aims to analyze the implementation of the marketing mix and its role in the sustainability and development of Mrs. Sisu’s rengginang business in Sidodadi, Kinali Subdistrict. This study employed a qualitative approach with a case study design. The main informant of the study was the business owner, selected through the purposive sampling technique. Data were collected through interviews, observations, and documentation and were then analyzed using qualitative descriptive analysis techniques. The results show that the implementation of the marketing mix, which includes product, price, place, and promotion, has not been carried out optimally, particularly in the aspects of promotion and the use of digital technology. The rengginang product has good quality and continues to maintain its traditional taste, but pricing and distribution strategies are still limited to the local market. The promotion aspect is the main weakness because digital media have not been utilized optimally. These findings contribute to the development of marketing studies, particularly the concept of the marketing mix in the context of traditional food MSMEs, and broaden understanding of small business adaptation strategies amid market changes. The conclusion of the study emphasizes the importance of optimizing the marketing mix to improve business competitiveness. The practical implication is that MSME actors need to improve digital-based promotional innovation, while the government can strengthen support for the development of traditional food businesses through marketing assistance and expanded market access.
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
Angrosino, M. V. (2016). Naturalistic observation. Routledge. https://doi.org/10.4324/9781315423616
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2020). Marketing: An introduction (14th ed.). Pearson Education.
Blythe, J. (2013). Principles and practice of marketing (3rd ed.). SAGE Publications.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Clandinin, D. J., & Connelly, F. M. (2000). Narrative inquiry: Experience and story in qualitative research. Jossey-Bass.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2018). The SAGE handbook of qualitative research (5th ed.). SAGE Publications.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & 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.
Guest, G., Namey, E. E., & Mitchell, M. L. (2013). Collecting qualitative data: A field manual for applied research. SAGE Publications. https://doi.org/10.4135/9781506374680
Kementerian Koperasi dan UKM Republik Indonesia. (2023). Laporan Perkembangan UMKM Indonesia.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Merriam, S. B., & Tisdell, E. J. (2016). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y
Riessman, C. K. (2008). Narrative methods for the human sciences. SAGE Publications.
Suryani, & Hendryadi. (2018). Metode Riset Kuantitatif: Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam (Edisi ke-2). Kencana.
Tambunan, T. T. H. (2021). UMKM di Indonesia: Perkembangan, Kendala, dan Tantangan. Prenada Media.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE Publications.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.