EKSYDA: Jurnal Studi Ekonomi Syariah
Vol. 5 No. 2 (2025): EKSYDA

STRATEGI ADAPTIF PEMASARAN UMKM SEMBAKO DI DESA SETONO

Ilmiyatun Nafiah, Alfa (Unknown)
Hermawan Adinugraha, Hendri (Unknown)
Ade Gunawan (Unknown)

Article Info

Publish Date
28 Jun 2025

Abstract

This study aims to analyse the marketing strategies implemented by micro, small, and medium enterprises (MSMEs) in Setono Village in the face of local market changes. The main issue raised in this research is how the sembako MSMEs adjust their marketing strategies to survive and thrive amid limited resources, intense competition, and changing consumer behaviour. Using a descriptive qualitative approach through a case study method, data was obtained from interviews, observations, and documentation. The results showed that product, price, promotion, and distribution strategies are flexible and adaptive to local needs. Emphasis on social relationships and personalised service are key success factors.

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Journal Info
EKSYDA: Jurnal Studi Ekonomi Syariah
Website

Abbrev

eksyda

Publisher

Sekolah Tinggi Agama Islam Darussalam Lampung

Subject

Religion Humanities Economics, Econometrics & Finance

Description

Eksyda: Journal of Islamic Economics Studies publishes articles on current issues of Islamic economics and finance in Indonesia. This journal invites researchers, academics and practitioners to publish original, conceptual, theoretical and empirical research on sharia economics issues. Focus & Scope ...