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Mauboy, Rafael Valentino
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Economics, Econometrics & Finance

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Literature Review: Strategi Pemasaran Marketing Mix Terhadap UMKM Lokal Yasmin, Muhamad Adiala; Agata, Nindia Ellissa; Nauli, Anggi; Mauboy, Rafael Valentino
Jurnal Disrupsi Bisnis Vol. 7 No. 2 (2024): [Maret-April] Jurnal Disrupsi Bisnis
Publisher : Prodi Manajemen, Fakultas Ekonomi, Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/drb.v7i2.35947

Abstract

MSME (Micro, Small and Medium Enterprises) have an important and strategic role in economic growth, so there is a need for a marketing strategy to develop local MSMEs. Marketing mix is ​​a marketing strategy that emphasizes various factors known as the 7Ps. This research aims to discuss marketing mix strategies for local MSMEs through a literature review. The method used is qualitative with a literature review. This research data uses secondary data through online observation. The results of the research by drawing conclusions from several journal descriptions studied show that marketing strategies using a marketing mix can increase the effectiveness of MSMEs, such as increasing sales volume and increasing the competitiveness of MSMEs in the current era of intense competition.
Co-Authors Agata, Nindia Ellissa Nauli, Anggi Yasmin, Muhamad Adiala