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Saputra, Andreza Yosmi
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Economics, Econometrics & Finance Social Sciences

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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 Asri, Widya Kartika Lucky Mahesa Yahya Muhammad Ilham Radinda, Ayu Putri