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All Journal Jurnal Media Wahana Ekonomika Journal of Economic, Management, Accounting and Technology (JEMATech) Comvice : Journal of community service Jurnal Ecoment Global: Kajian Bisnis dan Manajemen Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) Jurnal Ilmu Perbankan dan Keuangan Syariah International Journal of Environmental, Sustainability, and Social Science Yumary: Jurnal Pengabdian kepada Masyarakat International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Kolaboratif Sains Jurnal Pengabdian Masyarakat Bhinneka Ndrumi : Jurnal Ilmu Pendidikan dan Humaniora Jurnal Ekonomi Kreatif Indonesia Sasambo: Jurnal Abdimas (Journal of Community Service)
Andi Indriani Ibrahim
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Ecoment Global: Kajian Bisnis dan Manajemen

 1 
A QUALITATIVE STUDY OF OBSTACLES TO THE IMPLEMENTATION OF THE 4P MARKETING STRATEGY AT SUGI COFFEE HOUSE IN PALU CITY Palawa, Muh. Riswandi; Ibrahim, Andi Indriani; Asri, Nilam Cahya; Padondan, Anita Clara; Mardiani, Dewi
Jurnal Ecoment Global Vol. 10 No. 2 (2025): Volume 10 No.2 Edisi Agustus 2025
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jeg.v10i2.5842

Abstract

Objective: This study aims to identify the obstacles faced by Sugi Coffee House in implementing the 4P marketing strategy, focusing on product, price, place, and promotion. It provides insights into how these factors affect the café’s market reach and overall performance. Design/Methods/Approach: Using a qualitative approach with descriptive analysis, data were collected through in-depth interviews with managers and direct observation. The study examines the real-world challenges faced by the café in a competitive environment in Palu City, Indonesia. Findings: The research identifies key obstacles in each of the 4P areas: in product, there are challenges with raw material storage due to limited cooling facilities; in price, an initial high price was adjusted to make it more affordable for a broader market; in place, limited parking space affects customer comfort; and in promotion, fierce competition from neighboring cafés is a significant barrier to attracting customers’ attention. Originality/Value: This study contributes to the literature on marketing strategies in the context of small and medium-sized enterprises (SMEs), especially in the food and beverage sector in Indonesia. It emphasizes the practical constraints faced by SMEs and offers insights into how the 4P strategy can be adapted to better address these challenges. Practical/Policy Implication: The study suggests that café owners should enhance storage facilities, improve parking arrangements, and explore more diverse promotional strategies, including paid ads. Additionally, policymakers could assist SMEs by providing support in marketing and operational improvements to ensure the sustainability of local businesses.
Co-Authors Agustinus Agustinus Ahmad Irwan Affandi Ahmad Kurniawan Andi Sitti Wafiqah Rahman Aninda Rahmawati Aprilia Kaleka, Christin Asri, Nilam Cahya Ayu Putri Utami Az - Zahrah Diva Celia Azzahra Annisa Putri Bakri Hasanuddin Chintya Yuli Purnama Cisnayanti Cut Syaila Chaerani DERNI, Derni Desak Gayatri Virgina Dewi Dian Safita Dwi Apriliani Erna Pujianti Febrianti Berlian Felicia Pavita Cendana Fiona Elma Sabitah Fitri Sari Ningsih Graciela Fiamey Baman Hamdani, Sawitri Setiati Harnida Wahyuni Adda Ifana Valerina Sampeako IRA NURIYA SANTI Kandolia, Destin Naftalin KORNELIUS, YOBERTH Magfira Mardiani, Dewi Masni MIFTAHUL JANNAH Misbahul Aulia Mohammad Ega Nugraha Muh Riswandi Muh Riswandi Ibrahim Muh Riswandi Palawa Muh. Riswandi Palawa Munawarah Muyardhan Muyardhan Muyardhan, Muyardhan Nening Dumai Ni Gusti Ayu KD Surya Wardani Ni Luh Sulastri Niluh Diva Meiriani Niluh Putu Evvy Rossanty Nini Andriani Nini Andriani Nur Riski Islianty Nur Risky Islianti Nur Risky Islianty Nurani Nurdiana Nurwasilah Lanonci Padondan, Anita Clara Palawa, Muh Riswandi Palawa, Muh. Riswandi PALU, Risnawati Pricylia Chintya Dewi Buntuang Putri Nela Rahmat Rahmat Rezaldy Rian Risendi Riski, Moh Risnawati Riswandi Palawa Rosida P. Adam Rudy Usman Salda Miranti Supriadi Saskya, Saskya Setiawan, Dina Faidahlya Putri Siti Aisyah Suci Safitri, Suci Suhartini Syafitri, Dhiza Syahir Natsir Tondowala, Elvis Rosliana Utami, Ayu Putri Wiri Wirastuti Yuly Azahra Yusriyani Herawaty Zahwah Zakiyah Zahara