Marketing Strategy Management in Increasing the Marketability of MSME Products in Facing Market Competition
DOI:
https://doi.org/10.35870/emt.v8i4.3135Keywords:
Marketing Strategy, Marketability, MSME Products, Market CompetitionAbstract
Micro, small, and medium enterprises (MSMEs) are fundamental components of robust economic resilience, as demonstrated by their persistent operation during Indonesia's monetary crisis, a consequence of the global financial downturn. In contrast, numerous large-scale corporations have experienced insolvency. Consequently, there was a significant wave of employment termination in 1998. Formulating a marketing strategy is critical to securing a sustainable competitive advantage for product- and service-oriented enterprises. A marketing strategy is a foundational element in developing a comprehensive corporate plan. Considering the complexity of challenges faced by enterprises, there exists a necessity for a holistic approach to serve as a framework guiding the organizational segment in executing its operations. Furthermore, the significance of marketing strategies is underscored by the intensifying competition prevalent among businesses in general. This study is motivated by fostering the growth of MSMEs within Mataram, which is characterized by a distinctive array of cultural traditions and a promising national market. This research aims to evaluate the management of marketing strategies aimed at enhancing the marketability of traditional MSME products in Mataram City. The study was carried out in the urban setting of Mataram. The methodologies employed for data collection include documentation, interviews, and observations, constituting a form of descriptive research. The analysis of the effectiveness of marketing strategies reveals a year-on-year increase in overall sales, which serves as a benchmark for assessing the efficacy of marketing strategies amid competition among batik enterprises.
Downloads
References
Ageng Prayogo, D., Yuwono, I., Cahyadi Saputra, R., Sikki, N., & Paramarta, V. (2023). Strategi menyikapi tantangan dan peluang praktik manajemen sumber daya manusia dalam organisasi: Tinjauan literatur. Journal of Comprehensive Science (JCS), 2(11), 1879–1889. https://doi.org/10.59188/jcs.v2i11.550
Alfiyanto, A. (2020). Manajemen pemasaran jasa pendidikan berbasis budaya religius. Adaara: Jurnal Manajemen Pendidikan Islam, 10(1). https://doi.org/10.35673/ajmpi.v10i1.867
Arifen, S. R., Purwanty, V. D., & Suci, D. A. (2019). Analisis strategi pemasaran untuk meningkatkan daya saing UMKM. Jurnal Administrasi Bisnis, 29(1), 59–66.
Aryadi, R., & Hoesin, S. H. (2022). Kewirausahaan dan usaha mikro kecil menengah (UMKM) sebagai salah satu solusi untuk mengatasi masalah ketenagakerjaan di Indonesia. Selisik, 8(1), 57–72.
Dwi, N., Dewi, T., Wahyu, E., & Budianto, H. (2023). Pemetaan topik penelitian seputar pengaruh variabel mikroekonomi: Studi bibliometrik VOSviewer dan literature review.
Farraz, M. A., & Fathiah, A. (2021). Alat analisis strategi bertahan hidup sektor informal perkotaan selama pandemi Covid-19: Review literatur. Jurnal Sosiologi Andalas, 7(1), 1–10. https://doi.org/10.25077/jsa.7.1.1-10.2021
Fatmawati, R. A. (2016). Pengaruh orientasi pasar, orientasi kewirausahaan terhadap keunggulan bersaing dan kinerja pemasaran pada warung kucingan/angkringan di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 5(3), 351–352.
Febriyanti, M., Imanuddin, M., Alfiyanto, A., & Hidayati, F. (2022). Peran humas dalam manajemen pemasaran jasa pendidikan di MA Al-Mu’awanah Pamulutan Ogan Ilir. E-Qien: Jurnal Ekonomi Dan Bisnis, 10(1), 467.
Gumilang Widiatmo, B. B. R. (2019). Peran orientasi kewirausahaan dan sumber daya perusahaan terhadap keunggulan bersaing pada UMKM Mekarsari Kandri Semarang. Journal of Business and Applied Management, 12(2).
Gumilang, R. R. (2023). Strategi pemasaran untuk meningkatkan daya saing UMKM pada Desa Cigentur, Kabupaten Sumedang. Jurnal Pengabdian Kepada Masyarakat. https://ejournal.unsap.ac.id/index.php/jpkmsa/article/view/668
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Banta Karollah, Muhammad, Nia Kurniasih, Mohammad Jon Tasrif
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
