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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Transparansi Publik (JTP) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia
Rusydi Abubakar
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALYSIS OF MUUN UMKM MARKETING STRATEGY IN INCREASING BUYING INTEREST AND CUSTOMER SATISFACTION Dwi Sagita; Nurul Alya Abdi; Muhammad Faris Al-Muzaki; Egi Utami Jailani; Rusydi Abubakar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1619

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, particularly in the culinary sector, which continues to grow rapidly. This study aims to analyze the marketing strategies implemented by MUUN Donuts in increasing purchase intention and customer satisfaction. The analysis focuses on the application of the marketing mix (4P: Product, Price, Place, Promotion), Segmenting, Targeting, and Positioning (STP) strategies, the role of customer relationship management through promotional programs, and the obstacles faced in implementing these strategies. This research employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation. The results indicate that MUUN Donuts has implemented its marketing strategies effectively by emphasizing product quality, competitive pricing, strategic location, and digital promotion through social media. The STP strategy targeting young consumers, students, and families is considered effective in reaching the intended market segments. Furthermore, customer relationship strategies through promotions and digital interactions have a positive impact on purchase decisions and customer loyalty. However, MUUN Donuts faces several challenges, including fluctuations in raw material prices and declining sales during academic holiday periods. Therefore, adaptive and innovative marketing strategies are needed to maintain competitiveness and ensure business sustainability.
Co-Authors Adnan Ainna Mahrum Nasution Aisa Putri Ariska Amru Usman Andri Ani Nur Anisa Br Pelawi Anwar Puteh Bahri, Halida Chalirafi, Chalirafi Cindy Fatia Suhelen Darmawati Durrah Safira Dwi Sagita Egi Utami Jailani EM Yusuf Iis Frengki Putra Ramansyah Fuadi Hamdiah Heriyana Heriyana Heriyana Ikramuddin, Ikramuddin Irada Sinta Isra Mayani Jumadiah Khaira Ummaya Khairil Anwar Khairina Khairina M. Nazaruddin Mayzhura Mayzhura MUCHSIN Muhammad Faris Al-Muzaki Muhammad Fariz Pratama Muhammad Hayani Muhammad Multazam Muhammad Syoufi Lubis Muhammad Yani Fadhil Muttaqien Naufal Bachri, Naufal Nurainun Nurainun Nurainun Nurul Alya Abdi Nurul Hikmah Tanjung Rahmaniar Rahmaniar Rico Nur Ilham Rizka Imelia Salsabila Samsul Bahri Sapna Biby Siti Maimunah Siti Nurhaliza Sri Suci Handayani Situmeang Sri Wahyuni Sutriani T. Saifullah Tia Riska Ayunda Titi Yulmaida Yunina