Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Rika Lidyah
Universitas Islam Negeri Raden Fatah
Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Peran Strategi Pemasaran dalam Optimalisasi Profitabilitas UMKM Makanan dan Minuman di Kota Palembang Chika Vinolia; Ni Saputri; Rika Lidyah
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3357

Abstract

This study aims to analyze the role of marketing strategies in increasing the profitability of food and beverage MSMEs in Palembang City. The approach used is a descriptive qualitative method through in-depth interviews with MSME owners. The results show that digital promotion through social media and marketplaces is the most dominant strategy in driving increased sales, especially among productive-age consumers. Distribution strategies through collaboration with online motorcycle taxi platforms and local retail partners can expand market reach without large operational costs, while product innovation helps maintain competitiveness amidst increasing competition. Overall, the findings of this study confirm that the implementation of appropriate, consistent, and adaptive marketing strategies plays a significant role in optimizing profitability and strengthening the sustainability of food and beverage MSME businesses in Palembang City.
Co-Authors Chika Vinolia Ni Saputri