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All Journal Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi
Rania Atika Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Pemasaran UMKM Donat Seribuan di Jl. Pancing dalam Meningkatkan Daya Saing Produk Lokal Annisa Febrianda; Siti Nurhaliza; Rania Atika Putri; Zainarti Zainarti
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1683

Abstract

This study aims to analyze the marketing strategies implemented by the Donat Seribuan MSME located on Jl. Pancing in enhancing the competitiveness of local products amid increasingly intense market competition. As a pillar of the people's economy, micro, small, and medium enterprises (MSMEs) play a vital role in supporting national economic growth but often face challenges related to market access and the development of effective promotional strategies. This research adopts a descriptive qualitative approach, with data collected through in-depth interviews, direct observation, and documentation. The findings indicate that Donat Seribuan applies a hybrid marketing strategy, combining traditional promotion methods (word-of-mouth, affordable pricing, strategic location) with the use of social media to reach a broader consumer base. The implementation of community-based marketing, product storytelling, and collaboration with local micro-influencers has proven effective in strengthening product image and building customer loyalty. These results highlight the importance of innovative, locally tailored marketing strategies to sustainably enhance MSME competitiveness.
Co-Authors Annisa Febrianda Siti Nurhaliza zainarti zainarti