ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulImplementasi Bauran Pemasaran Pada IKM Sekotak Dari Dapur Bu' Sarhan Di Kota Palu |
| Nama: OLFA NINGSI PAUNDANAN |
| Tahun: 2025 |
| Abstrak ABSTRACT Received: January 23, 2025 Revised: May 28, 2025 Accepted: June 30, 2025 Small and Medium Industries (SMIs) in the food sector play an important role in Indonesia's economic growth, but still face major challenges in maintaining competitiveness amid increasingly fierce market competition and changes in consumer behavior. This study aims to analyze the implementation of the marketing mix (product, price, promotion, and distribution) at Sekotak From Dapur Bu' Sarhan SMI in Palu City, which is known for its innovative fishball products. The research method used is descriptive qualitative with a case study approach, involving participatory observation, in-depth interviews, and documentation with the main informants, the owner and employees. The results show that local fish-based product innovation, cost-based pricing, and promotion through social media are the main factors in building the uniqueness and competitiveness of this SME. However, the level of digital audience engagement is still low and product distribution is limited to certain areas, so more creative promotion strategies and logistics partnerships are needed to expand the market. This research confirms the importance of adaptive and innovative marketing mix management, and provides practical recommendations for food SMEs to improve competitiveness through product innovation, price optimization, strengthening digital promotion, and expanding distribution networks. The findings are expected to serve as a reference for the development of sustainable food SME marketing strategies in the digital era. Keywords: Marketing Mix, Product Innovation, Food SMEs, Digital Promotion, Distribution |