Publisher

GOLDENRATIOGOLDENRATIO

Journal Golden Ratio of Marketing and Applied Psychology of BusinessGolden Ratio of Marketing and Applied Psychology of Business Abstract

Small and Medium Industries (SMIs) in the food sector play an important role in Indonesias economic growth, but still face significant challenges in maintaining competitiveness amid increasingly fierce market competition and changes in consumer behavior. This study aims to analyze the implementation of the marketing mix (product, price, promotion, and distribution) at Sekotak Dari Dapur Bu Sarhan SMI in Palu City, which is known for its innovative fishball products. The research method used is descriptive qualitative with a case study approach, involving participatory observation, in-depth interviews, and documentation with the primary informants, the owner and employees. The results show that local fish-based product innovation, cost-based pricing, and promotion through social media are the main factors in building the uniqueness and competitiveness of this SME. However, digital audience engagement is still low, and product distribution is limited to certain areas, so more creative promotion strategies and logistics partnerships are needed to expand the market. This research confirms the importance of adaptive and innovative marketing mix management. It provides practical recommendations for food SMEs to improve competitiveness through product innovation, price optimization, strengthening digital promotion, and expanding distribution networks. The findings are expected to be a reference for developing sustainable food SME marketing strategies in the digital era.

Conclusion

This study concludes that the implementation of the 4P marketing mix strategy – product, price, promotion, and distribution – is crucial for maintaining competitiveness and business sustainability in the face of increasing market competition.Product innovation, particularly the development of fish-based products, differentiates the SME from competitors.While cost-based pricing is effective, the study recommends adjusting pricing strategies to cater to a wider range of consumers and enhancing digital promotion through creative content to improve audience engagement and expand market reach.

Future Research

Berdasarkan temuan penelitian ini, beberapa saran penelitian lanjutan dapat diajukan. Pertama, penelitian lebih lanjut dapat dilakukan untuk menganalisis secara komparatif efektivitas berbagai model bauran pemasaran pada UMKM makanan di berbagai wilayah Indonesia, dengan mempertimbangkan perbedaan karakteristik pasar dan budaya lokal. Kedua, studi mendalam mengenai dampak integrasi teknologi digital, seperti kecerdasan buatan (AI) dan platform e-commerce, terhadap peningkatan efektivitas pemasaran dan pertumbuhan bisnis UMKM makanan perlu dilakukan. Ketiga, penelitian dapat difokuskan pada pengembangan model bauran pemasaran yang berkelanjutan, yang tidak hanya mempertimbangkan aspek ekonomi, tetapi juga dampak sosial dan lingkungan, serta bagaimana model tersebut dapat membantu UMKM makanan beradaptasi dengan perubahan tren konsumsi yang semakin sadar lingkungan dan sosial. Penelitian-penelitian ini diharapkan dapat memberikan wawasan yang lebih komprehensif dan praktis bagi pengembangan UMKM makanan di Indonesia, serta berkontribusi pada peningkatan daya saing dan keberlanjutan sektor ini.

References

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