Analisis Strategi Pemasaran Produk Bisnis UMKM SANT Dessert di Kota Makassar

Abstract

Analysis of Product Marketing Strategies of SANT Dessert MSME in Makassar City." This study aims to analyze the marketing strategies implemented by SANT Dessert MSME in Makassar City based on the Marketing Mix (4P) approach, which consists of product, price, place, and promotion. The study employed a descriptive qualitative research method. Data were collected through direct observation, in-depth interviews with the business owner, and documentation, and were analyzed using descriptive qualitative analysis techniques. The findings indicate that the product strategy focuses on maintaining the quality of raw materials, developing innovative product variants, and utilizing attractive and hygienic packaging. The pricing strategy is implemented by setting competitive prices that match consumers' purchasing power without compromising product quality. The place strategy is supported by a strategic business location and the utilization of digital ordering services, enabling wider market distribution. Meanwhile, the promotion strategy is carried out through social media marketing, live streaming, and participation in various MSME exhibitions and local bazaars. The integration of conventional and digital marketing strategies has proven effective in enhancing business competitiveness, expanding market reach, increasing consumer trust, and strengthening the brand image of SANT Dessert in Makassar City. This study implies that the implementation of the Marketing Mix integrated with digital transformation represents an effective strategy for culinary MSMEs in responding to increasingly competitive business environments.