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Journal : Jurnal Agrifoodtech

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 Adrian Hartanto, Adrian Afifah Ahmad Afif Aisyah Aisyah Aisyah Aisyah Alif Catur Murti, Alif Catur Alya Az Zahraa Aminatuzzuhra Aminatuzzuhra, Aminatuzzuhra Anam, Muhammad Syaiful Arief Sugiyanto Aries Susanty Arimi, Izzan Ary Arvianto Aulia, Yussy Ayu, Fadila Dyah Azzahra, Faradhina Bambang Purwanggono Belan Adison Cahya Farradita Sulistya Cahyantari, Anggaina Elfandora Candra Irawan Christine Nauli Ibrahim Christoper Frans Simanjuntak Della Dias Oktarianingrum Devi Amalia Ayuningtias Dien, Shane Atsya Amara Dinar Anggita Restuti Dyah Hesti Wardhani Dyah Priamsari Dzulfikar, Rifki Daris Ernan Rustiadi Erwin Ardiansyah Fadhlandi Naufan Zharfano Fadli, Dinda Anggraini Fahira, Ayu Leuditya Fauzi, Muhammad Yusufa Riyan Gita Mahdiah Gunawan, Mega Sri Handy Nugroho, Handy Hapsari, Chaterine Alvina Prima Hari Kuncara Haryo Santosa Hayyina, Hilma Heru Prastawa Hery Suliantoro Ikhsan Yenifi izzah, lathifatul Jamal, Rido Arifin Khalis Riyangga Kharisma Panca Kurniawati, Kharisma Panca Kresnanggara, Dionisius Yudhit Kusumawaty, Rini Mahardhika Cakra Yudha Maulana Ihsan Wardhana Maypemi, Niari Prittu Meila Zulhiana Meriska Damayanti Muhammad Arif Widyoadi Nadira Apsari Naniek Utami H Naniek Utami Handayani Naniek Utami Handayani Novie Susanto NURUL MIRANDA, NURUL Oktaviani Hadiati Putri Oryzanti, Parwa P., Dyah Ayu Pajar Damar Kusuma Pangestu, Winda Widya Prastika, Aryati Hana Prayogi, M. Agam Prima Hazairin Pugara, Ade Purnawan Adi Wicaksono Putri Indah Ramadani Putri, Ade Aisyah Arifna Putri, Aprilia Purnama Raharjo, Danu Raka Mahendra Sulistiyo Rani Rumita Ratih Nindyasari Renasti, Afni Restuti, Dinar Anggita Riko Agisdihan Afifi Riska Ayu Purnamasari Riza, Fhariq Aulia Rizki Ridha Illahi Setiawan, Marwan Shintyastuti, Annisa Rahma Silviana Silviana Simanjuntak, Christoper Frans Singgih Saptadi Sjarief Widjaja Sonia, Regita Sophian, Alfi Sri Gunani Partiwi Sri Hartini Sri Hartini Sri Sumiyati Sri Utaminingsih Suci Permata Sari Sulardjaka Sulardjaka Susatyo Nugroho Susatyo Nugroho W.P. Susatyo Nugroho WP Syamsinuha, Nabiqa Theresia Sihombing Tri Listyorini Unggul Dewandana Erich Bagaskara, Unggul Dewandana Erich Utami, Ajeng Sri Vita Shany Nugrahaeni Wardah Wardah Wibowo, Wido Kusumo Widharto, Yusuf Wiguna, I Kadek Candra Parmana Wijanarko, Aji Wiwik Budiawan Yahya, Muhammad Dimas Yenifi, Ikhsan Yenita . Yudha, Mahardhika Cakra Yulfin, Muhammad Dhani Yulita Arni Priastiwi Yussy Aulia Zaiful Bahri Zainal Fanani R Zainal Fanani Rosyada Zainal Fanani Rosyada