Analysis of Marketing Mix Strategy in Order to Increase Sales in MSMEs

Rahmat Cahyo Dinarso, Nursaid Nursaid, Nurul Qomariah, Muhammad Thamrin

Abstract


MSMEs are businesses that drive the national economy. Currently the government is focusing on developing these MSMEs to increase community economic activity. Marketing mix analysis linked to SWOT analysis is one strategy that can be used by business people to increase sales. This article aims to find out the marketing strategy carried out by "UMKM Kopi STMJ Bu Karno Jember" in increasing sales. The type of research is qualitative with a marketing mix strategy. Data collection methods are interviews, documentation and observation. The results of this research show that the strategic analysis carried out has been effective and the marketing mix strategy implemented to increase sales at "UMKM Kedai Kopi STMJ Bu Karno" is by adding facilities, promoting products, providing a variety according to the tastes of the people of Jember, and setting prices in accordance with community income.


Keywords


MSMEs; STMJ coffee culinary; marketing strategy; marketing mix; SWOT

Full Text:

PDF

References


Arianty, Nel. 2016. Manajemen Pemasaran. Mulya Sarana.

Asarin, RR Dyah et al. 2023. “Penerapan Marketing Mix Berbasis Digital Bagi Wirausaha Muda.” Dirkantara Indonesia Jurnal Pengabdian Kepada Masyarakat 2(1): 29–44. https://doi.org/10.55837/di.v2i1.71.

Buchari, Alma. 2012. Manajemen Pemasaran Dan Pemasaran Jasa. Bandung: Alfabeta.

Hurriyati, R. 2015. Bauran Pemasaran Dan Loyalitas Konsumen. Bandung: Alfabeta.

Jazilinni’am, Naili. 2022. “Analisis Strategi Marketing Mix Dalam Perspektif Ekonomi Syariah UMKM Hasma Jaya Lestari.” Nomicpedia: Journal of Economics and Bussiness Innovation 2(1): 19–22. https://journal.inspirasi.or.id/nomicpedia/article/view/129.

Karim, Djamaluddin, Jantje L Sepang, and Bode Lumanauw. 2014. “Marketing Mix Pengaruhnya Terhadap Volume Penjualan Pada Pt. Manado Sejati Perkasa Group.” Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 2(1): 421–30. https://doi.org/10.35794/emba.2.1.2014.4006.

Kotler, Philip. & Gary Armstrong. 2016. Principle Of Marketing, 15th Edition. New Jersey.

Kotler, Philip. 2019. Manajemen Pemasaran (Marketing Management). Edisi 13. USA: Prentice Hall Inc.

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran. Jakarta: Salemba Empat.

Poluan, Firna. M. A, Silvya L Mandey, and Imelda W J Ogi. 2019. “Strategi Marketing Mix Dalam Meningkatkan Volume Penjualan (Studi Pada Minuman Kesehatan Instant Alvero).” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 7(3): 2969–78. https://doi.org/10.35794/emba.v7i3.24043.

Qomariah, Nurul. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY.

Sinaga, Iin Angelin et al. 2022. “Peningkatan Penjualan Lokal Pada UMKM PT. Kreasi Lutvi Sejahtera Melalui Penerapan Laporan Keuangan Digital Dan Strategi Marketing Mix.” Bima Abdi: Jurnal Pengabdian Masyarakat 2(2): 274–85. https://doi.org/10.53299/bajpm.v2i2.236%0APeningkatan.

Sugiyono. 2016. “Metode Penelitian Kualitatif, Kuantitatif Dan R& D.” Alfabetha Bandung.

Tjiptono, Fandy. 2011. Strategi Pemasaran. Yogyakarta: Andi.

https://qontak.com/blog/perilaku-konsumen/

https://www.gramedia.com/literasi/strategi-pemasaran/




DOI: https://doi.org/10.33258/birci.v7i1.7837

Article Metrics

Abstract view : 8 times
PDF - 2 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.