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All Journal Daya Saing : Jurnal Ilmu Manajemen
Mustafa Mustafa
Universitas Sembilanbelas November Kolaka
Decision Sciences, Operations Research & Management Other

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ANALISIS STRATEGI PEMASARAN UMKM PRODUK OLAHAN IKAN PADA IKM CAHAYA FAIZ DESA TERAPUNG KECAMATAN MAWASANGKA KABUPATEN BUTON TENGAH Mufayu Mufayu; Ismanto Ismanto; Mustafa Mustafa
Jurnal Daya Saing Vol. 11 No. 3 (2025): Transformasi Manajemen, Kepemimpinan, dan Pemasaran Digital di Era Ekonomi Mod
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/dayasaing.v11i3.2535

Abstract

This study aims to examine the implementation of marketing mix strategies, which include product, price, place, and promotion, in the SME IKM Cahaya Faiz in Desa Terapung, Mawasangka District, Central Buton Regency. The research method used is a descriptive qualitative method with data collection techniques through interviews, observation, and documentation with business owners and consumers. The research results indicate that in terms of products, IKM Cahaya Faiz has produced various local fish-based products such as Teri Balado, Teri Crackers, and Dry Sambal Goreng with Peanuts and Anchovies. One of the products has obtained BPOM certification, but product innovation and other certifications still need to be improved. In terms of pricing, the price setting has been adjusted to the community's purchasing power, although it is still constrained by fluctuations in raw material prices. In terms of place/distribution, the business location is fairly strategic and easily accessible, although the distribution reach is still limited. In terms of promotion, promotional activities are still simple and have not optimally utilized digital media. Overall, the implementation of marketing strategies at IKM Cahaya Faiz has been quite good, but improvements are needed in product innovation, price stability, distribution expansion, and digital promotion to enhance competitiveness and expand the market.
Co-Authors Ismanto Ismanto Mufayu Mufayu