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All Journal J@TI (TEKNIK INDUSTRI) Sinergi Logistik JURMATIS : Jurnal Manajemen Teknologi dan Teknik Industri SPEKTA (Jurnal Pengabdian Kepada Masyarakat : Teknologi dan Aplikasi) Jurnal Agrifoodtech Jurnal Pengabdian Masyarakat dan aplikasi Teknologi Industrial & System Engineering Journals (ISEJOU) Spektrum Industri
Putri, Ade Aisyah Arifna
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Transportation Other

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Journal : Jurnal Agrifoodtech

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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 Afifah Ary Arvianto Azzahra, Faradhina Bambang Suhardi Candra Irawan Dzulfikar, Rifki Daris Eko Liquiddanu Fadli, Dinda Anggraini Fahira, Ayu Leuditya Gunawan, Mega Sri Hapsari, Chaterine Alvina Prima Haryanto , Zelania In Haryanto, Zelania In Irwan Irwan Jamil, Ahmad Malik, Anis Rohmana Maypemi, Niari Prittu Nur Irhamni Sabrina Okpri Meila Oryzanti, Parwa Pangestu, Winda Widya Rahmaniyah Dwi Astuti Rahmaniyah Dwi Astuti Ratna Purwaningsih Shintyastuti, Annisa Rahma Sri Hartini Suletra, Wayan Widharto, Yusuf Willis, Tito Bisma May