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Safitri, Nur
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Journal : Economic Development Progress

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Analisis Strategi Marketing Mix dalam Penguatan Daya Saing Produk UMKM Roti Kacang Mpok Atik di Kota Tebing Tinggi Pratami, Eggi Indriani; Safitri, Nur; Manalu, Ricki Steven
Economic Development Progress Vol. 4 No. 2 (2025): Economic Development Progress Edisi Desember 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/edp.v4i2.283

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy. Roti Kacang Mpok Atik is a culinary MSME specializing in traditional peanut bread from Tebing Tinggi. Established more than eight years ago, this business continues to grow by maintaining its authentic taste and consistent product quality, making it one of the most popular local food products among consumers. This study aims to analyze the implementation of the marketing mix strategy in strengthening the product competitiveness of the Roti Kacang Mpok Atik MSME in Tebing Tinggi City. The research applies a descriptive qualitative method with data collected through interviews, observations, and documentation. The analysis focuses on four key elements of the marketing mix (product, price, place, and promotion) as essential factors for improving business competitiveness. The results indicate that the marketing mix implementation positively impacts the competitiveness of Roti Kacang Mpok Atik. Product quality and pricing strategies serve as the main strengths in building customer loyalty, while distribution and promotion aspects still require improvement through packaging innovation and digital marketing optimization. Overall, the consistent and adaptive integration of the four marketing mix elements creates added value and strengthens the sustainable competitive advantage of MSMEs in local markets.
Co-Authors Adi Saputra, David Afriyadi , Hery Ahmad Bukhari Muslim Ahmad, Nardin Alfaridzi, Andi Muhammad Alfizi, Alfizi Alim, Nurmaranti Alisa, Alisa Amara, Erin Taula Andi Febri Herawati Andria Arifin, Ilfiana Firzaq Artistya, Balqis Mega Asmuruf, Evelin Marlin Aurelius Rofinus Lolong Teluma Azizah, Nadia Bafadal, Adiba Bria, Aprinda Pricilia Citra Prasiska Puspita Tohamba, Citra Prasiska Puspita Dahniar Dessy Damayanti, Dessy Dinawati, Nabila Chazima Dwi Prasetyaningtyas , Fitira Erwan Efendi Evizia, Evizia Fafaisa, Roihatus Faizal Rizky Yuttama Febriana, Annisa Felawati, Fatima Fitri, Safama Fuady, Rifqy Novandi Putera garno, Garno Gunawan, Revina Febryani Gustiani, Windi H, Nurhikmah Hadma Yuliani Hafidz Hafidz Hakim , Abdul Hamsi, Saida Harisca, Rodhy Hasan Sazali Ilyas Lampe Imran Imran Indah Permata Sari Intan Kusumawati Irawan, Randi Ade Is Susiloningtyas Iwan Ramadhan Karinda, Putri Khaerul Fahmi Kumaini, Iqbal Kurniatullah Kumila, Ais Kusnadi, Putri Aulia Kusuma, Reihan Dwi lahallo, fensca fenolisa M. Yusuf Mahfud Ifendi Maidawati, Anisa Maizah, St Maja, Apriyadi Manalu, Ricki Steven Manik, Berliandy Haposan Maria Ulfah Maulana Andinata Dalimunthe Miftakhurahmat, Moh. Aulia Miptah, Miptah Muh. Arhim Muhammad Basri Muhammad Riza Mutmainnah Mutmainnah NANA ALDRIANA Nastiti, Luvia Ranggi Ningrum, Fatya Angesti Novita Ambarsari, Novita Nugroho, Angeline Duana Yashintia Nur Fitriana, Rufaida Parera, Anggelia Pernanda, Berlian Pertiwi, Rahni Andeka Praditha, Azzahra Ayu Pratami, Eggi Indriani Pudjowati, Utami Retno Putri , Shakira Putri Anjeli, Shakira Rahmadana, Nia Rahmatia, Sitti Rahmawati, Risma Dwi Ratna Ratna Rombon, Semuel Rozikin, Chaerur sagala, Alpi syahrin Saini, Sukma Salam, Agung Surya Saori, Umi Sari, Ni Made Arnanda Sarisuta, Made Grace Ayu Sholihah, Baqiyatus Siregar, Rahman Sofi Defiyanti Sri Wulandari Suhali, Muhammad Fadil Surya, Muhammad Dianku Suryandari, Dewi Syafri Harto Syah, Juhrika Wulan Syahdina, Aang Tafida, Adam Alhaji Tarigan, Ferjie Aurora Br Temmy Setiawan, Temmy Tiara, Wan Ulfa, Nasya Utami, Ayu Febriyanti Yoesanti, Adi Ziyadi, Mohamad Naufal Zuri Astari ‘Aisy, Ghina Rihadatul