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Afifah
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Journal : Jurnal Agrifoodtech

 1 
MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS Putri, Ade Aisyah Arifna; Purwaningsih, Ratna; Afifah
Jurnal Agrifoodtech Vol. 4 No. 1 (2025): Juni : Jurnal Agrifoodtech
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/gy3spv72

Abstract

Micro, small, and medium-sized enterprises (MSMEs) producing tahu bakso face intense market competition and need efficient marketing strategies to maintain competitiveness. This study aims at developing strategy by identifyng criteria and selecting the optimal strategies. The research adopts the 4P marketing mix framework-product, price, place, and promotion-combined with the TOPSIS (Teqnique for Order Preference by Similarity to Ideal Solution) method. Five main criteria were identified: product price, retail location, product promotion, customer service quality, and product development. The weighting results show that produc price and customer service quality are the most importan factors, each with a weigh of 0.208. TOPSIS analisys indicates that stategy A8 - improving employee performance through targeted training and development-achieves the highest preference value. Improving employee performance is a strategyc priority, as it directly enhances service quality, customes satisfaction, and overall marketing effectiveness.  
Co-Authors Achmad Ahyar Muawwal Ainun Ajeng Safitri Alma Fitriyana Ananta Sanyningtyas Ananti Firdiana Sutopo Andri, Juli Andry Sartika Anis Ulfatul Kamilah Ardika, Petra Ardiyansah Ayu, Aulia Bagus Andrianto, Muhammad Bessek Tenri Ampa calvina wuysan Cici Fauzia Cornelius Yelgi Alfredo DANANG Darwis Said, Darwis Dea Syahnas Paradita Desiana Febi Dewi, Sofia Rhosma Dian Muhammad Rifai Dimas Nur Wahid Dina Sukma Dinda Pertiwi Busman Dio Cahyono Efie Woncharso Eka Chandra, Noor Emilia Novianti Eti Hadiati fadhilah, Nurul Fadhilah Fahmy, Rahmi Fajri Fatima Febrianti, Intan Fina Alaillah Firda Firman Fitri Adona Ganaia Laisya Shafyna Gigih Hananto Tutuko Gracezylia Todingrante Hadi, Danang Hafiz Rahman, Hafiz Haifa Wahyu Heri setiawan Herman Nirwana Ifadloh, Nur Ihsan Juanda Junaidi Junaidi Kamaruddin , Abdul Khadijah khusnul khotimah Langgeng Sri Handayani Lisa Handayani Mangerangi, Andi Ishak Mat Kurniawan Mega Suci Mohd Nazri Abdul Rahman Mudjiran Muhammad Basri Muhammad Ihsan Muhammad Imran Hamid Muhammad Kudhori muhammad_ferdy_setiawan Murniati Mutia Fitriyana N, Clara Nabila Azrina Naelati Tubastuvi Naena Suhailah Nasiri Naufal Jelang Ramdzaka Negoro, Rohmatullah Hadi Netrawati, Netrawati Neviyarni S Nikmati , Ainun Nindia, Nurul Fitri Nur Asmawati Nurul umrotullatifah Nuurun 'Alaa Nuurin Padila Putri, Ade Aisyah Arifna Qomariyah, Ani Rahma Adlya Zahra Rahmawati, Sindi Rahmi, Alyah Ranti Komala Dewi Rasman Ratna Ayu Damayanti Ratna Purwaningsih Rina Listia Rizky Maulana, Rizky Rochmatul Wachidah, Nor Rukmini, Afifah Rulyanti Susi Wardhani Ruzita Sumiati Rycardo Situmorang Salamah, Ika Salsa Indria Putri Seftianingsih, Dina Kristiana Seli Sentosa, Chintia Shaunaa, Roaini Sholeh , Muhammad Badrus Siti Humaeroh Stefanus Hendrawan, Wahyu Suci Amal Sudirman Sulfandri Suryaningsih, Yeni Susilawati Syahrani, Hilal Syarifuddin Tandiarny, Yessi Tri Marini Nasution, Meza Umi Bariroh WENI ROSDIANA Widya Dwi Juliyanti Willson Gustiawan Wulandari, Eka Yunita Yanti, Lussyefrida Yarmis Syukur Yeni Karneli Yeni Saharaeni Yopi Fatmawati Yuhefizar Yuhefizar Yurhani Riana Swita Yusril Fauzy Zadrian Ardi