Optimizing the 7P Marketing Mix Strategy to Improve Local Supply Chain Competitiveness: Insights from Tatochis Corn Chips MSME

Siti Mufarohatin Nisa’; Fuad Hasan; Dian Eswin Wijayanti

doi:10.64268/josce.v1i1.4

Authors

Siti Mufarohatin Nisa’ Universitas Trunojoyo Madura, Indonesia
Fuad Hasan Universitas Trunojoyo Madura, Indonesia
Dian Eswin Wijayanti Universitas Trunojoyo Madura, Indonesia

DOI:

https://doi.org/10.64268/josce.v1i1.4

Abstract

Aim: Purpose: This study aims to explore the implementation of the 7P marketing mix strategy to improve the competitiveness of micro, small, and medium enterprises (MSMEs), with a focus on UD. Tajul Anwar, a local corn chip producer in Bangkalan, Indonesia.
Method: A qualitative descriptive approach was used, involving observations, interviews, and questionnaires with key informants including the business owner, employees, resellers, and consumers. The data were analyzed through data reduction, display, and conclusion drawing, with triangulation applied to ensure data validity.
Findings: The results reveal that product variety, improved packaging, accurate pricing, direct and indirect distribution, digital promotion, employee involvement, and enhanced service processes are crucial factors in strengthening market competitiveness. The use of the 7P framework allows for a comprehensive evaluation of marketing strategies and highlights the need for continuous adaptation in MSMEs.
Significance: This research contributes practical insights for MSME practitioners by offering a structured marketing strategy that aligns with consumer expectations and business sustainability. The findings also provide a valuable reference for future studies aiming to develop competitive strategies for small businesses in local markets.

References

Arnawa, P., & Heryanda, K. (2021). Pengaruh Komunikasi dan Motivasi terhadap Kinerja Karyawan PT BPR Padma. Jurnal Manajemen dan Bisnis, 3(1), 56–64.

Astari, M. D., Dewita, & Suparmi. (2015). Penggunaan Umur Simpan Biskuit Spirulina dengan Menggunakan Jenis Kemasan yang Berbeda. Jurnal Online Mahasiswa Fakultas Perikanan Dan Ilmu Kelautan Universitas Riau, 2(2), 1–7.

Badan Pusat Statistik. (2020). Kabupaten Bangkalan dalam Angka Bangkalan Regency in Figures 2020. Bangkalan. BPS-Statistics of Bangkalan Regency.

Badri, J., & Sandy Rahma Safitri, T. (2021). Pengaruh Brand Ambassador, Minat Beli dan Testimoni terhadap Keputusan Pembelian Online di Instagram pada Mahasiswa di Kota Padang. Jurnal Ilmiah Manajemen, 9(4), 372–380.

http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/index

Bogoviz, A. V., Azhibekova, A. T., Litvinova, T. N., & Tolmachev, A. V. (2023). The Marketing Approach to ESG Management of Corporate Social and Environmental Responsibility of Green Business in Russia and Central Asia. Environmental Footprints and Eco-Design of Products and Processes, Part F1766, 135–143. Scopus. https://doi.org/10.1007/978-3-031-46525-3_15

BPOM RI. (2020). Pedoman Label Pangan Olahan 2020. Jakarta. Badan Pengawas Obat dan Makanan RI.

Charoensettasilp, S., & Wu, C. (2014). Thai consumers’ satisfaction after receiving services from Thailand’s newest low-cost airline. Applied Mechanics and Materials, 505–506, 767–777. Scopus. https://doi.org/10.4028/www.scientific.net/AMM.505-506.767

Cyrous, C. & Adriana, E. (2023). Faktor Komunikasi Efektif dalam Meningkatkan Kinerja Pegawai. Jurnal Manajemen Dan Akuntansi, 3(3), 194–206.

Dam, N. A. K., Le Dinh, T., & Menvielle, W. (2021). Key Aspects of Customer Intelligence in the Era of Massive Data. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12672 LNAI, 259–271. Scopus. https://doi.org/10.1007/978-3-030-73280-6_21

De Toni, D., Milan, G. S., Saciloto, E. B., & Larentis, F. (2017). Pricing strategies and levels and their impact on corporate profitability. Revista de Administração (São Paulo), 52, 120-133.

Faizah, N. H., & Suib, M. S. (2019). UKM Dalam Persaingan Di Era GLobalisasi Ekonomi. Upajiwa Dewantara, 3(2), 127–135.

Faryabi, M., Kaviani, F., & Yasrebdoost, H. (2012). The relationship between customer perceived value and customers satisfaction the banking industry in Iran. Australian Journal of Basic and Applied Sciences, 6(12), 76–85. Scopus.

Hossain, A., Hasan, S., Khan, M. Y. H., & Chowdhury, M. H. K. (2024). Assessing the effect of marketing mix on tourists’ satisfaction: Insights from Bangladesh. International Journal of Services and Operations Management, 47(1), 47–73. Scopus. https://doi.org/10.1504/IJSOM.2024.136798

Irawati, R., Prasetyo, B., & Timur Abstrak, J. (2020). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan dan Mempertahankan Bisnis di Masa Pandemi (Studi pada UMKM Makanan dan Minuman di Malang). Jurnal Penelitian Manajemen Terapan (Penataran), 6(2), 114–133.

Lystia, C., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi, dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan , 3(4), 392–403. https://doi.org/10.31933/jimt.v3i4

Malarvizhi, C. A. N., Mahdee, J. B. M., Manzoor, S. R., & Al Mahmud, A. (2017). The impact of marketing strategies upon students’ overseas university enrolment decisions. 3000–3003. Scopus.

Muttaqin, H. F., & Setiawan, E. (2023). Turbulensi Marketing. Bengkulu. Penerbit Berseri.

Noor, I. M., Novianti, L. D., Qadariah, L., & Studi Ilmu Komunikasi, P. (2020). Peranan Public Speaking dalam Pelaksanaan Usaha Bagi Pelaku UMKM Program PKW Lembaga Bee World Kota Banjarbaru. Jurnal EPrints Uniska, 2(1), 1–9.

Noorsyah, M. N., Widyaningsih, A., & Andriana, D. (2024). Pricing Strategy and Service Quality Improvement to Optimize Customer Satisfaction: a Systematic Literature Review. International Journal of Business, Law, and Education, 5(2), 2827-2837.

Noskova, E. V., & Romanova, I. M. (2015). Evaluation of customer loyalty to different format retailers. Journal of Internet Banking and Commerce, 2015(S1). Scopus. https://doi.org/10.4172/1204-5357.S1-007

Nuada, W., Oktiani, A., & Jusmaliyah, aish. (2023). Analisis Efisiensi Saluran Distribusi pada Industri Rumah Tangga Kerupuk Seblak di Dusun Karang Bucu Desa Bagik Polak. Jurnal Media Bina Ilmiah, 17(6), 1037–1044.

Nurani, N., Suganda, U. K., Hermina, N., & Sutisna, D. (2023). Human resource development of Bandung MSMEs with entrepreneurial leadership characteristic through quality leadership in global market era. Quantitative Economics and Management Studies, 4(3), 594–607.

Nurhayaty, M. (2022). Strategi mix marketing (product, price, place, promotion, eople, process, physical evidence) 7p di pd rasa galendo kabupaten ciamis. Jurnal Media Teknologi, 8(2), 119–127.

Purwanto, E., Prajadi, B., Utomo, C., & Permatasari, H. (2021). Sistem Informasi Evaluasi Penjualan. Bianglala Informatika, 9(1), 1–5.

Ramanda, M. R., Nasution, S., Rahmadi, I., & Munawaroh, N. L. (2023). Penentuan Umur Simpan Keripik Buah dengan Metode Accelerated Shelf Life Test Model Kadar Air Kritis. Teknologi Pangan : Media Informasi Dan Komunikasi Ilmiah Teknologi Pertanian, 14(2), 246–259. https://doi.org/10.35891/tp.v14i2.3788

Saefullah, E., Rohaeni, N., & Tabroni, T. (2022). Manajemen Usaha Mikro, Kecil dan Menengah (UMKM). https://repository.penerbiteureka.com/id/publications/557913/manajemen-usaha-mikro-kecil-dan-menengah-umkm

Sari, V. N., Adita, S., Sovianti, N., Hasanah, S., & Alifa, M. R. (2023). Pengaruh Diskon Terhadap Kepuasan Konsumen UMKM Abyan Kosmetik Dan Aksesoris Di Kota Padang. Jurnal Pengabdian Kepada Masyarakat, 2(3), 42–49. https://doi.org/10.55606/jpkm.v2i3.172

Sholicha, N., & Oktafia, R. (2021). Strategi Pemasaran dalam Upaya Peningkatan Omset Penjualan UMKM Desa Sumber Kembar, Kecamatan Pacet, Kabupaten Mojokerto. Jurnal Ilmiah Ekonomi Islam, 7(2), 1156–1165.

Sufaidah, S., Munawwarah, Aminah, N., Ayu Prasasti, M., & Oktavianti, D. (2022). Pengembangan Kualitas Produk UMKM Melalui Inovasi Kemasan dan Digital Marketing. Jurnal Pengabdian Masyarakat, 3(3), 152–156.

Suharno, & Taufik, T. A. (2024). Analysis of Brand Equity to Assist the Preparation of Corporate Strategy in the Project Division of PT XYZ. Studies in Systems, Decision and Control, 517, 331–352. Scopus. https://doi.org/10.1007/978-3-031-50939-1_24

Supermini, N. L. G. (2013). Identifikasi Efisiensi Saluran Distribusi Pemasaran Kopi Bubuk pada Perusahaan Mutiara. Jurnal Pendidikan Ekonomi Undiksha, 3(1), 1–10.

Suwandi, A., Daulay, N., Imnur, R. H. I., Lubis, S. P. Z. L., Siregar, S. N. S., Pranata, S., & Wulandari, S. (2022). Peranan dan kendala pengembangan agroindustri di Indonesia. Jurnal Inovasi Penelitian, 2(10), 3185–3192.

Tassawa, C., & Khumhome, B. (2023). An Investigation into the Role of Packaging Design Elements on Perceived Value and Price Fairness: A Moderating Effect of Age. ABAC Journal, 43(3), 112-127.

Tololiu, R., & Roring, F. (2022). Pengaruh Promosi dan Testimoni Pelanggan Terhadap Minat Beli Konsumen HP Samsung Marketplace Facebook (Studi Kasus pada Toko Mozamart Manado Store). Jurnal EMBA, 10(4), 1110–1120. https://doi.org/10.35794/emba.v10i4.43934

Yulia P, S., Kusumaningtyas, D., & Damayanti, S. (2023). Analisis Strategi Pengembangan Bisnis Alen-Alen Mbak Sripit Melalui Business Model Canvas. Seminar Nasional Manajemen, Ekonomi, Dan Akuntansi, 8(1), 496–506.

Yuwono, I. (2022). Pemanfaatan Media Sosial dalam Membangun Identitas Merek Dikalangan Wirausaha Muda. Jurnal Perspektif Manajerial dan Kewirausahaan, 3(1), 75–88. http://jurnal.undira.ac.id/index.php/jpmk/