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All Journal Prospera: Journal of Economics, Management and Business Studies
Annisa Rohmatul Hidayah
Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia

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Marketing Mix Strategy in Increasing the Competitiveness of Bluder Mbah Tjokrat Ponorogo Alfi Noor Rohmah; Aliya Zahra Anas Tasya; Alviolita Limas Asifa; Annisa Rohmatul Hidayah; Arlinda Estiningrum; Nur Kasanah
Prospera: Journal of Economics, Management, and Business Studies Vol. 1 No. 2 (2026)
Publisher : Avicenna Litera Edutech

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67918/prospera.v1i2.32

Abstract

Local culinary MSMEs play an important role in strengthening regional identity and supporting community economic growth. Bluder Mbah Tjokrat Ponorogo is a local souvenir-based MSME that develops bluder bread products by combining traditional taste with distinctive local flavor innovations. This study aims to analyze the implementation of the 7P marketing mix strategy, identify the obstacles encountered, and explain its impact on sales improvement. This study used a descriptive qualitative method, with data collected through observation, interviews, and documentation. The data were analyzed through data reduction, data display, and conclusion drawing, while data validity was strengthened through source and method triangulation. The results show that Bluder Mbah Tjokrat has implemented the 7P marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence. This strategy is reflected in flavor innovation, varied pricing, a strategic location, online and offline promotion, friendly service, standardized production processes, and neat store displays and packaging. However, several obstacles remain, particularly in price perception and inconsistent digital promotion. The implementation of the 7P marketing mix has had a positive impact on increasing sales and expanding market reach. This study concludes that the 7P marketing mix is fairly effective in supporting MSME competitiveness, but further strengthening is needed in digital branding and price positioning.
Co-Authors Alfi Noor Rohmah Aliya Zahra Anas Tasya Alviolita Limas Asifa Arlinda Estiningrum Nur Kasanah