Implementation of The 7P Marketing Mix Strategy to Increase The Competitiveness of Culinary Micro, Small, and Medium Enterprises (MSMEs); Case Study of Kue Lumpur Muda-Mudi
Penerapan Strategi Bauran Pemasaran 7P Dalam Meningkatkan Daya Saing UMKM Kuliner; Studi Kasus Kue Lumpur Muda-Mudi
DOI:
https://doi.org/10.21070/ups.10514Keywords:
7P Marketing Mix, Market Strategy, MSMEsAbstract
Along with changing lifestyles, the culinary sector has grown rapidly, marked by the increasing number of culinary MSMEs and intensified competition, including among traditional businesses. This study analyzes the implementation of the 7P marketing mix strategy (Product, Price, Place, Promotion, People, Process, Physical Evidence) in the Kue Lumpur Muda-Mudi MSME to enhance competitiveness. Using a descriptive qualitative method, data were collected through interviews, documentation, and observation. The findings show that the 7P strategy has been implemented fairly consistently, particularly in product quality, pricing, promotion, and human resources, which contribute to customer loyalty and market expansion. Nevertheless, several aspects still require improvement to further enhance consumer comfort and satisfaction.
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