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This Author published in this journals
All Journal Indonesian Journal of Entrepreneurship & Startups
Vera Agustina
Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis, Universitas Nahdlatul Ulama, Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of 4P Marketing Strategy at Yonna Cake Shop in Sukadana, East Lampung Vera Agustina; Robi Santoso; Dina Nadiyah Faiqoh; Diki Angga Hendrawan
Indonesian Journal of Entrepreneurship and Startups Vol. 4 No. 2 (2026): July 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijes.v4i2.16962

Abstract

This study aims to analyze the marketing strategy implemented by Toko Kue Yonna, a culinary micro, small, and medium enterprise (MSME) located in Sukadana, East Lampung Regency, using the 4P marketing mix framework (product, price, place, and promotion), and to examine how the implementation of this strategy supports the improvement of business sales. A qualitative method with a case study approach was employed. The primary informant was the business owner, selected through purposive sampling, and the data were strengthened through direct observation and documentation. Data were collected through semistructured interviews, field observation, and documentation, and were analyzed using the interactive model of Miles and Huberman. The results indicate that Toko Kue Yonna has implemented all four elements of the marketing mix in an integrated manner, and that this integration has contributed to a consistent increase in daily revenue, an expanding customer base, and business growth from a home-based operation into a physical store with ten personnel. The study concludes that a well-integrated 4P marketing mix strategy plays a significant role in supporting the sales growth and competitiveness of culinary MSMEs
Co-Authors Diki Angga Hendrawan Dina Nadiyah Faiqoh Robi Santoso