ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN PENDAPATAN UMKM TAHU DAN TEMPE DI DESA GELAM SEI SARIMAH
DOI:
https://doi.org/10.54314/jssr.v6i3.6929Keywords:
Marketing Strategy, Micro And Small Enterprises, Tofu And Tempeh, Sales Revenue, Marketing MixAbstract
Abstract: This study aims to analyze the marketing strategy of tofu and tempeh business in Gelam Sei Sarimah Village, Bandar Khalipah District, Serdang Bedagai Regency, in improving sales revenue. The research employed a qualitative approach using observation, in-depth interviews, and documentation as data collection techniques. The research informants consisted of one business owner and six customers selected purposively. The findings indicate that the marketing strategy focused on product quality management, flexible pricing, distribution through intermediaries, and word-of-mouth promotion. Before the implementation of a more structured marketing strategy, the business relied heavily on traditional markets and had a limited market reach. After strengthening product quality, customer relationships, and distribution efficiency, the business was able to maintain customer loyalty and improve sales stability despite increasing raw material prices. However, the use of digital media for promotional activities remained limited, leaving considerable opportunities for market expansion. This study implies that integrating traditional marketing strategies with digital marketing can enhance the competitiveness and sustainability of tofu and tempeh micro and small enterprises.
Keywords: Marketing Strategy, Micro And Small Enterprises, Tofu And Tempeh, Sales Revenue, Marketing Mix.
Abstrak: Penelitian ini bertujuan menganalisis strategi pemasaran usaha tahu dan tempe di Desa Gelam Sei Sarimah Kecamatan Bandar Khalipah Kabupaten Serdang Bedagai dalam meningkatkan pendapatan penjualan. Penelitian menggunakan pendekatan kualitatif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Informan penelitian terdiri atas satu pengelola usaha dan enam pelanggan yang dipilih secara purposive. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan meliputi pengelolaan kualitas produk, penetapan harga yang fleksibel, distribusi melalui pengepul, dan promosi dari mulut ke mulut. Sebelum penerapan strategi pemasaran yang lebih terarah, jangkauan pasar masih terbatas dan penjualan sangat bergantung pada pasar tradisional. Setelah dilakukan penguatan pada aspek kualitas produk, hubungan pelanggan, dan efisiensi distribusi, usaha mampu mempertahankan pelanggan tetap dan meningkatkan stabilitas penjualan meskipun menghadapi kenaikan harga bahan baku. Namun, pemanfaatan media digital sebagai sarana promosi masih belum optimal sehingga peluang perluasan pasar masih terbuka. Penelitian ini memberikan implikasi bahwa integrasi strategi pemasaran tradisional dengan pemasaran digital dapat menjadi alternatif untuk meningkatkan daya saing dan keberlanjutan usaha tahu dan tempe.
Kata kunci: Strategi Pemasaran, Umkm, Tahu Dan Tempe, Pendapatan Penjualan, Bauran Pemasaran.
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