GOLDENRATIOGOLDENRATIO

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

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.

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.

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.

  1. Vol. 2 No. 05 (2023): September: Jurnal Ilmiah Multidisiplin | Jurnal Ilmiah Multidisiplin. vol jurnal... doi.org/10.56127/jukim.v2i05Vol 2 No 05 2023 September Jurnal Ilmiah Multidisiplin Jurnal Ilmiah Multidisiplin vol jurnal doi 10 56127 jukim v2i05
  2. Analysis of Disney’s Marketing Strategy and Competitiveness —— Based on 4Ps Theory... doi.org/10.54691/bcpbm.v34i.3048Analysis of DisneyAos Marketing Strategy and Competitiveness AiAi Based on 4Ps Theory doi 10 54691 bcpbm v34i 3048
  3. THE DIGITAL MARKETING TO INFLUENCE CUSTOMER SATISFACTION MEDIATED BY PURCHASE DECISION | Jurnal Aplikasi... jurnaljam.ub.ac.id/index.php/jam/article/view/7114THE DIGITAL MARKETING TO INFLUENCE CUSTOMER SATISFACTION MEDIATED BY PURCHASE DECISION Jurnal Aplikasi jurnaljam ub ac index php jam article view 7114
  4. Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Membeli Rumah | Jesya (Jurnal Ekonomi dan... doi.org/10.36778/jesya.v5i2.773Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Membeli Rumah Jesya Jurnal Ekonomi dan doi 10 36778 jesya v5i2 773
  5. IMPLEMENTASI STRATEGI PEMASARAN | Jurnal Kewirausahaan dan Inovasi. implementasi strategi pemasaran jurnal... jki.ub.ac.id/index.php/jki/article/view/85IMPLEMENTASI STRATEGI PEMASARAN Jurnal Kewirausahaan dan Inovasi implementasi strategi pemasaran jurnal jki ub ac index php jki article view 85
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