Marketing Strategy at Nika' Sae MSMEs Sumenep Regency

Isaura Fausta Fika, Unsul Abrar

Abstract


This research was conducted to find out the marketing strategies used in Nika' Sae MSMEs, especially in terms of the marketing mix. This research method uses qualitative research methods, namely observational research that provides descriptive

data. The data collection technique of this research was carried out by conducting interviews with the owners of Nika' Sae MSMEs. The results showed that Nika' Sae's

marketing strategy consists of a marketing mix consisting of 4Ps: Product, Price, Place, Promotion. The product strategy is in the form of determining the logo, creating

a brand and using labels; pricing strategy is by setting a relatively affordable price;

place strategy is by determining a strategic location; Promotion strategy is by using

advertisements, social media and offering discounts


Keywords


Martketing strategy, Marketing mix, UMKM

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.807

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