MARKETING MIX STRATEGY ANALYSIS ON COMPETITIVE ADVANTAGE OF SMALL AND MEDIUM ENTERPRISES (SME) AT UD SANJAYA DRY NOODLES
Main Article Content
Meyrani Ananta Putri
M. Oktaviannur
The business sector in Indonesia has developed from the use of complex strategies, competition, change and uncertainty. The goal is to find out the implementation that must be carried out in order to compete in the global market. Especially in Natar District, South Lampung Regency, Lampung Province at UD Sanjaya Dry Noodle SMEs. The advantages possessed by UD Sanjaya are having quality ingredients, modern production equipment and having a variety of snack products. Marketing mix is a marketing strategy that has seven elements (7P) in the form of products, prices, promotions, distribution, processes, officers and physical support that aim to achieve organizational goals. This study uses a qualitative descriptive approach. Qualitative research is a type of research that aims to understand and analyze a phenomenon, problem. This method focuses on collecting data such as interviews, observations, field notes, and document analysis to provide a clear and comprehensive picture of the situation or context at the time of the study. It can be concluded from the (7P) studied that promotions on social media can also increase UD Sanjaya's marketing targets.
Jeplyansyah, J., & Oktaviannur, M. (2022). Marketing Strategy Analysis in Increasing Sales Volume During the Covid-19 Pandemic. SIBATIK JOURNAL: Scientific Journal in Social, Economic, Cultural, Technology, and Education, 1(7), 1213–1224.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analysis of MSME strategy (Study on Batik Diajeng Solo). Journal of Business Administration (JAB), 29(1), 59–66.
Haryono, T., & Marniyati, S. (2018). The Influence of Market Orientation, Product Innovation, and Product Quality on Business Performance in Creating Competitive Advantage. Journal of Business and Management, 17(2), 51.
Dwimala, B., & Maimunah, M. (1970). Marketing Mix Analysis to Influence Market Demand in Choosing TK. Studia Manageria, 2(2), 165–182.
Andriyanto, L., Syamsiar, S., & Widowati, I. (2020). Analysis of the Influence of Marketing Mix (Marketing Mix 7-P) on Purchasing Decisions at Thiwul Ayu Mbok Sum. Journal of Socio-Economic Dynamics, 20(1), 26.
Aribah, D. P., Susilana, R., & Margana, H. H. (2014). The Relationship Between Library Promotion Through Wall Magazines and Students' Visiting Interest (Descriptive Study in Middle Schools …. Edulibinfo, 1(1), 1–9. Izanah, A., &
Widiartanto, W. (2020). The Influence of Marketing Mix on Purchasing Decisions of Wardah Cosmetic Products (Study on Students of the Faculty of Social and Political Sciences, Diponegoro University). Journal of Business Administration, 9(3), 259–267.
Nuruddin Firdaus. (2018). Implementation of Marketing Mix Strategy in an Effort to Increase Competitive Advantage at Warung Kopi Bosque, Malang City. 26–27. Law of the Republic of Indonesia Number 20 of 2008. (2008). Law of the Republic of Indonesia Number 20 of 2008. 1.