Analysis of Marketing Mix Strategies in Rural UMKM (seblak winwin case study)

Abstract

This study aims to analyze the marketing mix strategy implemented by Seblak Winwin MSMEs in a rural environment, and identify the main factors that support the success of the business in facing competition in the local culinary industry. Seblak Winwin is one of the culinary MSME players who are able to survive and thrive in the midst of intense competition. This research uses a qualitative approach with a case study method. Data collection techniques were carried out through interviews with managers and consumers as well as direct observation. The data obtained was analyzed inductively to explore the meaning behind the implementation of marketing strategies. The results showed that Seblak Winwin implements a marketing mix strategy that includes four main elements: product, price, place, and promotion. In the product aspect, Seblak Winwin excels through the diversity of toppings and regular updates to maintain consumer interest. Pricing is adjusted to the purchasing power of the surrounding community, especially students, with an affordable price range. The selection of a strategic location by the highway also supports business visibility. In terms of promotion, the word of mouth strategy is the main tool that is considered effective in reaching new consumers. This research contributes to the understanding of local wisdom-based marketing strategies and can be a reference for other culinary MSMEs in increasing competitiveness in a crowded market.