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Journal : JEBD

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Strategi Pemasaran Pada Usaha Kecil Menengah Yanti; Hartono; Ulfa Jamilatul Farida
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

Small and Medium Enterprises (SMEs) play a crucial role in supporting local economic development, particularly in growing regions such as Sangatta City. This study aims to examine the implementation of marketing strategies by SMEs operating in the Taman Venus area of Sangatta and to analyze their impact on business growth and income enhancement. Using a descriptive qualitative approach, data were collected through observation, interviews, and documentation. The findings reveal that SMEs apply five main marketing strategies: product, pricing, distribution, promotion, and customer satisfaction. These strategies are generally implemented in a practical and intuitive manner without formal planning, yet they have proven effective in attracting customers and increasing income. The strategic location of the business and strong social interactions also contribute to the success of these marketing efforts. However, weaknesses remain in the use of digital promotion and data-based business management. Therefore, efforts to strengthen managerial capacity and adopt digital marketing tools are needed to support the long-term competitiveness and sustainability of SMEs in the area...
Co-Authors Abdullah, Asran Agnia Nurul Huda Ahmad Aliah Pratiwi Aliayati, Nini Niatullah Alkausar Saragih Alpius Anastasia, Pricillia Anggraini , Bella Anggraini, Bella Aryatie, Yayah Awaliawati Rachpriliani Balukh, Jermy I. Cahaya Amaliah Darwis Cahyono, Yulianto Nur Callista , Lauren Callista, Lauren Cecep Sulaeman Darmawan, Alvian Viery Deak, Victor Dedi Mulyadi Dewi Untari Dicky Perwira Ompusunggu Dina Anjelina Lumban Gaol Dintia, Cecilia Dintia, Cecillia Djodi Setiawan Ekarina Ekarina Elly Susilawati Fatharani Az-Zahra Fista A Sunjaya Hardjawidjaja, Michelle Nadine Hartono Hartono Hayani, Aida Herdianor Husni, Latifatul Imam Bukhori Ira Suryani Istianingsih Iwan Sumarli Izqa Khikma Mufrodah Jeni Anggresa Jesicha Makdalena Juliati Juniarti, Mia Angriana K, Timothy Brian Karmila, Euis S.Kar. Khairiah, Dewi Khalid Al Harbi Kristoforus Dowa Bili, Kristoforus Kurnia Harlina Dewi Kurnia Putri Sepdikasari Dirgantoro Kurniawan, Timothy Brian Kustono, Rachel S. La Parasit Lilis Lasmini LISTYA UTAMI KARMAWAN Maerina, Ryen Mamluatun Ni’mah Maria Madelaine Nicole Mariatul Kiptiah Mayo, Ignatius Flora De Mazlan Ahmad Mengga, Maria Josephine Mesrani Togatorop Mirjayadi I Morita, Rina Muflikhul Khaq Muh. Basyir Usman Muh. Khaerul Fajran Muhamad Najmul Munir Mumun Maemunah Murniati Agustian Mutmainna, Inah Nasser Al Qahtani Nuraeni, Findi Nuriman, Arif Nuroniyah, Rani Esa Nurul Fatwa Jamaluddin Nurwijayanti Oemar, Fahmi Prasandi, Yudi Rabiatul Adawiah Rachman, Rais Rachpriliani, Awaliawati Rahayu, Lisa Rahayu, Septiana Rahmadona, Rahmadona Rahmaniar Cholifahtul Aini Rahmat Kartolo Rani Safitri Rina Yenrina Rintis Rizkia Pangestika3 Rizky Amalia Rosa Rohma Septiawati Rory Anthony Hutagalung Rosmawati Harahap Rosnawati, Yanti Saefudin Saftia Aryzki Savitri, Citra Septiawati, Rohma Setia Budi Silvi Anggraeni Siska Helina Siti Nur Haliza Siti Nur Haliza Soesanto, Robert Harry Sugandi, Milla Mustikawati Sujaya, Fista Apriani Sulami, Neti Suroso, Audrey Felicia Suryaatmadja, Irwin Tia Ananda Putri Tia Xenia Tobing, Yoan Trias Arimurti Ulfa Jamilatul Farida Wahidyanti Rahayu Hastutiningtyas Wahyu Yani Febriawaningsih Yasinta Ratna Esti Wulandari Yeni Yunita Yeniati Ulfah Yessi Fitriani Yovita Harmiatun