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All Journal Jurnal Kemitraan Masyarakat
Ayu Maulida Aufi
Institut Teknologi dan Bisnis Semarang
Humanities Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health

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Strategi Pemasaran, Digital Marketing, dan Brand Image pada Pie Susu Cening Kabupaten Gianyar Bali Ayu Maulida Aufi; Dhimas Faqih Pangestu; Fita Syafrida; Lola Emi Liyana; Sulistiyanti Sulistiyanti; Teti Safari
Jurnal Kemitraan Masyarakat Vol. 3 No. 3 (2026): September: Jurnal Kemitraan Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/jkm.v3i3.3572

Abstract

This report examines the marketing strategy, digital marketing practices, and brand image formation of Pie Susu Cening, a culinary souvenir enterprise in Gianyar Regency, Bali. The report aims to describe how the company applies the marketing mix (7P) and digital marketing to sustain competitiveness. A descriptive qualitative method was used, combining direct field observation, interviews and a sharing session with the business owner, documentation, and supporting literature review conducted at PT Cening Bagus Sejahtera. The findings show that Pie Susu Cening integrates offline marketing, particularly strategic location and travel-agent partnerships, with online marketing through a company website, social media, and Google Business Profile. Application of the 7P marketing mix has proven effective in strengthening customer satisfaction and competitiveness. The brand image of Pie Susu Cening remains well known among tourists, positioned as an integrated cultural-tourism destination with an environmentally conscious, preservative-free production reputation. These findings imply that combining conventional and digital marketing can strengthen small and medium culinary enterprises' competitiveness in Bali's tourism industry.
Co-Authors Dhimas Faqih Pangestu Fita Syafrida Lola Emi Liyana Safari, Teti Sulistiyanti Sulistiyanti