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All Journal Journal Of Agribusiness, Social and Economic
Anggita Ekaningtyas Hermawan`
Universitas Pendidikan Muhammadiyah Sorong
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Strategi Pemasaran Produk Olahan Ubi Jalar pada UMKM Sumber Makmur Kabupaten Sorong Sitti Hadija Samual; Indra Irjani Dewijanti; Anggita Ekaningtyas Hermawan`; Aci Aprianto
Journal of Agribusiness, Social and Economic Vol. 6 No. 1 (2026): Journal of Agribusiness, Social and Economic (JASE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jase.v6i1.8546

Abstract

This study identifies and evaluates the marketing strategy of Sumber Makmur UMKM in marketing processed sweet potato products in Sorong Regency. A descriptive qualitative method was applied through observation, in-depth interviews, and documentation involving five purposively selected enterprise members. The data were analyzed using the 7P marketing mix and SWOT analysis. The results show that the enterprise is strengthened by quality local raw materials, a healthy product image, flavor variation, practical packaging, and affordable prices. Its main weaknesses are limited production capacity, uneven distribution, harvest-season dependence, and suboptimal digital promotion. Marketing strategy should therefore focus on production strengthening, digital promotion, wider distribution partnerships, and product differentiation
Co-Authors Aci Aprianto Indra Irjani Dewijanti Sitti Hadija Samual