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All Journal Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi International Journal of Economics Development Research (IJEDR) SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Jurnal Manajemen dan Inovasi (MANOVA) JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Implementasi Manajemen & Kewirausahaan Journal Islamic Business and Entrepreneurship / JIBE Asian Journal of Management Analytics Populer: Jurnal Penelitian Mahasiswa Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian Masyarakat Manage
Dewi, Anita Sumelvia
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : International Journal of Economics Development Research (IJEDR)

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Analyzing the Economic Impact of Marketing Mix Strategies on Entrepreneurial Resilience Syah, Machda Citra Nabila; Dewi, Anita Sumelvia
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 6 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.9319

Abstract

In this study, This study aims to examine the marketing mix strategies and entrepreneurial challenges faced by UMKM Warung_Nasii. The research employs a qualitative approach using phenomenological methods to explore the subjective experiences of business actors in depth. Data were collected through in-depth interviews with the business owner and supporting informants, as well as direct observation of business activities at the outlet and during Car Free Day events. The findings reveal that the 7P marketing mix strategies (product, price, place, promotion, people, process, and physical evidence) are applied adaptively by Warung_Nasii in responding to the dynamics of the culinary market. Product variations are achieved through menu innovation, pricing strategies are adjusted to consumer purchasing power, location strategies combine permanent outlets with participation in CFD events, and promotion is carried out through social media and direct customer interaction. However, the study also identifies several significant challenges, such as limited capital, fluctuations in raw material prices, increasingly intense business competition, limited human resources, and operational time management. From a phenomenological perspective, these challenges are not merely obstacles but also shape adaptive strategies that strengthen business resilience. This research contributes to the development of MSME marketing strategy literature by providing empirical insights into the application of the marketing mix alongside the dynamics of entrepreneurial challenges. The findings are expected to serve as a reference for other culinary MSMEs in formulating innovative, contextual, and sustainable marketing strategies.
Co-Authors Anisya, Dina Beny Mahyudi Saputra Erlina Erlina Erwin Syahputra, Erwin Hardiningrum, Iing Sri Harianto, Kukuh Hendratmoko, Suseno Kumalasari, Yana Ludi Wishnu Wardana M, Agung Pambudi Maulana, Muhamad Fikri Murdiyanto, Edi Muttaqien, Zaenul Nurcahyo, Indra Nuril Aulia Munawaroh Putra, Mifta Wahyu Rachma, Alzena Nancy Tri Rosyadi, M. Syam’un Sari, Iva Puspita Shahila, Fara Sudarmiatin Syah, Machda Citra Nabila Tarida, Dela Citra Taufik Akbar Wahyudi, M. Adi Trisna Zakaria, Nizar