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All Journal Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Nanda Setya Pralampita
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

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Analisis Strategi Pemasaran 4P Pada Produk Risoles Premium “Risoulmate” Nanda Setya Pralampita; Eni Setyowati
Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi Vol. 4 No. 3 (2026)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/determinasi.v4i3.657

Abstract

The rapid growth of the culinary industry in Indonesia has created significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to innovate, including through premium risoles products. This study aims to analyze the 4P marketing strategy (Product, Price, Place, Promotion) implemented by Risoulmate, a premium risoles product developed by young entrepreneurs, in an effort to enhance consumer appeal. The research employs a qualitative descriptive approach, with data collected through documentation, participatory observation, and relevant literature review. The results indicate that Risoulmate applies innovation in product aspects by offering modern flavor variations and attractive packaging, sets competitive prices aligned with the target market segment, utilizes flexible distribution through a pre-order system and social media, and conducts intensive promotion via digital marketing and endorsements. These strategies have proven effective in building a premium product image and increasing consumer purchase interest. The appropriate and integrated application of the 4P marketing strategy is a crucial key to improving the competitiveness of culinary MSMEs in a competitive market.
Co-Authors Eni Setyowati