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All Journal KOLEGIAL : Jurnal Manajemen, Bisnis, dan Akuntansi Journal of Economic, Bussines and Accounting (COSTING) JURNAL PENDIDIKAN TAMBUSAI Jambura Journal of Community Empowerment Jurnal Informasi dan Teknologi Management Studies and Entrepreneurship Journal (MSEJ) BUDGETING : Journal of Business, Management and Accounting Shar-E: Jurnal Kajian Ekonomi Hukum Syariah Jurnal Studi Ekonomi dan Bisnis Islam (SEBI) Econetica Akuntansi'45 Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Journal of Applied Management Studies Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Innovative: Journal Of Social Science Research West Science Business and Management Jurnal Riset Manajemen INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Science Information System and Technology Jurnal Multidisiplin Indonesia International Journal of Social and Education (INJOSEDU)
Lucky Mahesa Yahya
Fakultas Ekonomi Dan Bisnis, Jurusan Manajemen, Payakumbuh Universitas Andalas
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary Other

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Journal : Econetica

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Marketing Feasibility and Strategic Application of the Marketing Mix in Small Retail Enterprises Yahya, Lucky Mahesa; Radinda, Ayu Putri; Asri, Widya Kartika; Ilham, Muhammad; Saputra, Andreza Yosmi
Econetica: Jurnal Sosial, Ekonomi, dan Bisnis Vol 5 No 2 (2023): November 2023
Publisher : Program Studi Ekonomi Islam Fakultas Ekonomi Universitas Nahdlatul UlamaNusa Tenggara Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69503/econetica.v5i2.427

Abstract

This study aims to analyze the marketing feasibility and application of the marketing mix (4P: product, price, place, and promotion) in the operation of Toserba 35 Hidayah, a local retail enterprise in Lima Puluh Kota, West Sumatra. Using a qualitative descriptive approach, data were collected through in-depth interviews, direct observation, and document review to assess the firm’s competitive position and market strategy. The findings indicate that the business demonstrates strong marketing feasibility supported by product diversity, strategic location, competitive pricing, and customer-oriented service. However, the promotional strategy remains traditional, relying primarily on word-of-mouth, indicating the need for digital marketing adoption to expand market reach. The study concludes that integrating modern marketing practices—particularly social media engagement and customer loyalty programs—would enhance competitiveness and sustainability. Theoretically, this research reinforces the role of the marketing mix as a determinant of micro-enterprise performance and highlights the importance of adaptive marketing innovation in the Indonesian retail sector.
Co-Authors Abdul Hafid Adila Putri Ayu Afif Alfalah Afriantoni Agustinus Suradi Al-Amin Al-Amin Alfiana, Meza Putri Anisah Nabilah Jonefar Annisa, Nola Nurma Antonius Rino Vanchapo Arnes Yuli Vandika Asdi Asdi Asri, Widya Kartika Auliya, Yuka Amarasri Deddy Hidayat Dedi Firmansyah Desri, Syuryatman Dhea Sri Amanda Dilla Gustianningsih Dinda Indriyani Diva Saskia Faiqah Nabila Prisca Firdaus, Riska Maharani Hadenan Towpek Haryanto, Haryanto Hasanah, Ainilla Helda Marlin Ala Hidayat, Deddy Hutasuhut, Nadra Nadila Hutrisia Marafikha Afwa Ihsan Junas Intan Intan Irma Hakim Iwan Harsono Jedithjah Naapia Tamedi Papia Judijanto, Loso KMT Lasmiatun LAUNTU, ANSIR Loso Judijanto Lovita Permata Sari Marzhanda, Yola Maulidini Adha Maulidna Meike Negawati Kesek Moh. Gufron Romadhoni Mudasetia, Mudasetia Mufida Rahmi Muhammad Alung Muhammad Ilham Muhlasin Mutia Khairun Nisa Mutiara Citra Sari Mutiara Novelly Asril Nadia Tul Aisyah Nadiatika Tsabatiyya Nazaruddin, Erizal Nelvia Iryani Nur Azizah Nurwijayanti Oktavia, Vivi Olivia Vransiska Cania Patra Pertiwi, Triani Pia Ramadhani Poppy Noverlin Putri Fadhilah Putri, Nadiah Radinda, Ayu Putri Rahmi Datul Ulfa Rahmi, Desi Yulia Rasyiddin, Ahmad Reghina Zahra Reivany, Sannia Renada Amalia Sabrina, Cindy Putri Saputra, Andreza Yosmi Sarah Faikhotul Fadilla Selli Mariko Silvia Ekasari Sri Hastutik Sri Purwati, Sri Sudarmanto, Eko Suharni Suharni Suharni Sumia Lorenza Vetty Nur Annisa Vinda Putri Yanda Wahyudin Rahman Widia Khairani Zaenab Nur Aini