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Journal : Journal of Management

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Marketing Strategy to Increase Market Snack Sales in Street Vendor Businesses in the Penfui Area of Kupang City Rosmiati; Bahari, Syahrul; Rolaskhi, Shadli
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

Street vendors in Kupang City, particularly in the Penfui area, play a crucial role in the local economy through the sale of traditional market snacks. However, these micro-enterprises face significant challenges, including declining sales and low digital adoption rates. This study aims to develop and implement an effective marketing strategy to increase market snack sales for street vendors in the Penfui area. Employing a mixed-method approach, we collected data from 71 street vendors and 68 consumers through in-depth interviews, surveys, and field observations over a six-month period. The research identified key issues such as limited product innovation, suboptimal pricing strategies, and inadequate promotion techniques. Based on these findings and a comprehensive SWOT analysis, we developed an integrated marketing strategy focusing on product diversification, value-based pricing, strategic location optimization, and digital promotion. This strategy was implemented with 10 pilot vendors over a three- month period. Results show a 35% increase in average daily turnover (from IDR 500,000 to IDR 675,000), a 150% growth in social media followers, and an improvement in customer satisfaction from 65% to 82%. The study demonstrates that a hybrid approach combining traditional strengths with modern digital marketing techniques, tailored to local contexts, can significantly enhance the competitiveness and sustainability of street vendors in the traditional snack market. These findings provide valuable insights for policymakers and stakeholders in developing supportive ecosystems for micro-enterprises in urban areas, contributing to both economic development and the preservation of culinary heritage.
Co-Authors Abdul Qahar Zainal Abdul Wahab Abdy Saleh Harahap Achmad Fanani Adawiah, Najah Agus, Al Ihksan Ahadiah Agustina Ahmad Ahmad Syagif Aimmatul Aliyah Ajeng Khalifatun Wardani , Lale Akhlaqul Karimah Akhmad Syahid Alvian Tri Putra Darti Akhsa Alya Wulan Apriliyani Amelia Widya Hanindita Amelia, Laili Riski Ananta, Herdi Gilang Andi Annisa Anggie Ilmy Aulia Anggita Dewi Ilma Wulansari Anggita Noerma Ramadhani Anita Kuniawati Annisa Ashlihatul Akbar anusapati, Titin Windiasari Aolia, Jumatul ARI KURNIAWAN Arpizal Asnita, Dessy Aulia, Putri Azmy, Bahauddin Bahari, Syahrul Baharuddin, Suci Maulidya Bakhrul Huda Banna, Andi Bhisma Murti Cholifah Tur Rosidah Danang Fatkhur Razak Darmawan, Isar Dewi Nastiti, Alfishinta Dionisius Ronaldino Fernanandes Dugis Dwi Mulyani, Eva Ekawati Saputri Elma Wahidatun Nur Rohmah Farahdinny Siswajanthy Febrianti, Dwi Selfi Febrianti, Intan Fajrin Felix, Florian Fiantika, Feny Rita Fini Dardanili Fitri Julianty Florian Felix Fuji, Fuji Astuti Grace Harahap, Abdy Saleh Hariani Haris, Ferdiyani Harni, Harlina Hasibuddin, Hasibuddin Hasmaniah Hasriani, Andi Heni Marliany Henny Sari Artha Purba Hidayat , Ahmad Ridho Ichsan, Mochammad Irmawati Irpan Ali Rahman Irwandi Ismatus Sovia Nadila Istiharah Istiqomatul Afifah Iwan Putra Jafar, Armiyati Jajuk Jonial Julianty, Fitri Juniarso, Triman Jusmida Khaera Tunnisa, Khaera Kohar, Farida Kornelia, Karoline Lambertus Langga Lein, Eisteriano Remon Luthfiah Nurhuda Watri M Hasibuddin Madinatul Munawaro Mahipal Maratuttahirah Maria Helena Carolinda Dua Mea MARIAM MARTINI Mawaddatun Nur Lailiyah Mawadha, St Mayasari Mayasni, Yayuk Mira Muh. Azhar Muh. Azhar Burhanuddin Muh. Ichwan Kadir Muh. Ikhsan Amar Muhamad Guntur, Rizal Muhammad Arham Arsyad Muhammad Harish Rasyidi Muhammad Reski Mubarak Ranga Muhammad Syahrul Mustafa, Sitti Aisyah Mustamin Nabilah Salwa Robiah Nengsih, Ratika Ningsih, Era Wahyu Noel Ivander Pusung Norhayati Norhidayah, Siti Novia Sri Dwijayanti NUR ALAMSYAH Nur Annisa Nur Balqis Nur Fadillah Hakim Nuraini, Risfa Andriani Nurani Ma'rifat Nurfa Sri Alfiah Nurfayanti Nurlaelah Nurlelawati, Ella Nurmala Sari Nursafitri Nursuci Putri Husain Nurul Rahma, Nurul Pertiwi, Asih Putra, Dean Dwi Putra, Iwan Putri Dita Galih Pramesthi Putri Masyita Marjan Raehana, Syarifa Rahmat Hidayat Rakhmadi Rahman Rauf Assagaf Resty, Nathania Ridho Hidayat , Ahmad Riris Lestiowati Risa Firliana Robiah, Nabila Salwa Rofi’atul Maziyah Rolaskhi, Shadli Romadhona, Yefina Ronaldino, Ihda Safira Rosani Naim Rusmala Sa'diyah, Lailatus Said Syarifuddin Sam'ani Sam'ani Santoso Pakpahan, Herman Satriani Satriani Septiana, Rini Septiani Wicaksono, Itsna Sherly Jayanti Sherly Mayang Sari Siti Nurhalizah Soniatul Fitriyah Sri Redjeki Subaedah Sudarmono , Muh Aidil Sudarmono R, Muh Aidil Sudiono, Nola Sulastriningsih, Kursih Sulistiyanto Sulistyowati Sulistyowati Sulistyowati Suparno Suratno Susilowati, Lilik Suyitno Syafira Fatwa Syarifuddin Baco Tahir, Ilyas Titin Windiasari Titin Windiasari Triadi, Awal Triman Junarsiono Triman Juniarso3 Trimansyah Trimansyah Trimansyah Wahyu Susiloningsih, Wahyu WAHYUNI Widia Ayu Kusnul Khotimah Wulandari, Febriantika Yedithia, Fenroy