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p-Index From 2021 - 2026
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All Journal Journal of Entrepreneur, Business and Management
Khaerul Amri
Universitas Lamappapoleonro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Navigating Competitive Markets: Marketing Strategies of MSMEs in Makassar, Indonesia Asmi Rahayu; Muchlis Abbas; Fitriyanti Fitriyanti; Riskayani Riskayani; Khaerul Amri; Bobur Sobirov
Journal of Entrepreneur, Business and Management Vol 4, No 2 (2026): Journal of Entrepreneur, Business and Management
Publisher : Entrepreneurship Undergraduate Program at Amkop Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/jebm.v4i2.243

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economic development of Makassar City, South Sulawesi Province. As the main trade and service hub in Eastern Indonesia, Makassar has experienced rapid growth in the number of MSMEs, particularly in the culinary, fashion, handicraft, and service sectors. This study uses a descriptive qualitative research method to obtain an in-depth understanding of marketing strategies implemented by MSMEs in Makassar City. A qualitative approach was chosen because it allows researchers to explore perceptions, experiences, and practices of MSME actors in a natural setting. The result showed that marketing strategies implemented by MSMEs in Makassar City are market segmentation, targeting, and positioning (STP, strong brand identity and consistent branding, optimization of digital marketing and social media, customer relationship management (CRM and service excellence, competitive and value-based pricing strategy, product quality improvement and innovation and performance evaluation and data-driven marketing.Keywords: MSMEs, Marketing Strategy, Descriptive Qualitative, Makassar City, digital marketing
Co-Authors Asmi Rahayu Bobur Sobirov Fitriyanti Fitriyanti Muchlis Abbas Riskayani Riskayani