Analysis of Marketing Mix Implementation at Mom Ecih Cake MSME
DOI:
https://doi.org/10.59890/ijgsr.v4i4.201Keywords:
Marketing Mix, 7p Marketing Mix, MSME, Marketing Strategy, Purchasing DecisionAbstract
This study aims to analyze the implementation of the 7P marketing mix in Bu Ecih Cake SMEs in Tasikmalaya, which includes aspects of product, price, place, promotion, people, process, and physical evidence. The research method used is a qualitative approach with descriptive research type. Data collection techniques are conducted through in-depth interviews, observation, and documentation, with the main informant being the business owner and consumers as supporting informants. Data analysis uses an interactive model that includes data reduction, data presentation, and drawing conclusions. The results of the study show that the implementation of the marketing mix at Bu Ecih Cake SMEs has been running quite well, although it is still simple. The product aspect shows variation and quality that can meet consumer needs, while prices are set to be affordable and competitive. Business locations that are easily accessible and the availability of online ordering services provide convenience for consumers. Promotions have utilized digital media such as WhatsApp and Instagram, but they are still not optimal and lack consistency. The aspects of people and process show friendly service and a fairly efficient ordering flow, while physical evidence still needs to be improved, especially in product packaging. Therefore, it is necessary to develop a more optimal marketing strategy, particularly in digital promotion, product innovation, and improving packaging quality to sustainably enhance the competitiveness of MSMEs
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