KONSISTENSI STRATEGI PEMASARAN DALAM MENDUKUNG PENCIPTAAN BISNIS UMKM BERKELANJUTAN
Keywords:
Berkelanjutan, Marketing Mix, Pemasaran, UMKMAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the development and growth of the Indonesian economy. Several areas, such as empowering the community's economy, opening up job opportunities, and helping government programs, are the impacts of the presence of MSMEs. The increasing development of MSMEs has ultimately given rise to competitive competition. Businesses can implement many strategies to create sustainability, one of which is through the implementation of the marketing mix. This study is essential to see how business actors carry out the implementation of the marketing mix strategy. This study will provide an overview of how businesses implement their strategies. Data collection uses questionnaires and contains the implementation of the marketing mix. A purposive sampling-based sampling technique was used in this study. A sample of 150 was selected from micro and small businesses in the Special Region of Yogyakarta (DIY) that met the requirements. This study's data analysis stages include data transcription, data reduction, coding and categorization, and drawing conclusions. Interviews with product users (consumers) were also conducted in this study to maintain data quality. Based on the analysis results, most business owners generally understand and apply the concept of the 4p marketing mix. The critical role of marketing is to provide businesses with guidance and perspective in meeting the needs of their consumers.
References
Peran penting pemasaran menjadikan bisnis memiliki panduan serta sudut pandang dalam memenuhi kebutuhan konsumennya. Berbagai strategi pemasaran yang digunakan pada akhirnya bertujuan mempertemukan antara kebutuhan dengan penawaran. Instrumen marketing mix 4p menjadi salah satu upaya yang dapat dilakukan. Secara berkala pelaku usaha perlu melakukan evaluasi penerapan konsep tersebut. Langkah ini perlu dilakukan mengingat kebutuhan dan presepsi konsumen yang cenderung cepat berubah.
Kemampuan bisnis dalam memahami kebutuhan konsumen melalui produk yang ditawarkan, memberikan nilai tambah dimata produk serta memperkuat merek dibenak konsumen. Dengan demikian, pada akhirnya pemasaran berkelanjutan akan mendukung terciptanya bisnis berkelanjutan yang berdampak bagi semua pihak.
PENUTUP
Menciptakan bisnis berkelanjutan menjadi tugas utama yang harus dilakukan pengelola bisnis. Berbagai strategi tepat perlu dimunculkan dalam menciptakan kepuasan, salah satunya melalui strategi pemasaran. Berdasarkan hasil analisa yang telah dilakukan, konsep marketing mix 4p meliputi instrument yang ada (product, price, place dan promotion) secara simultan telah dipahami dan diterapkan oleh sebagian besar pemilik usaha. Implikasi dari temuan ini adalah pelaku usaha (UMKM) perlu memperhatikan kembali elemen marketing mix 4P, terutama pada elemen product. Situasi tersebut menegaskan jika pengelola usaha perlu mengetahui bagaimana konsumen mencari produk yang akan menyelesaikan permasalahan mereka. Penelitian berikutnya dapat memperkuat dengan menggunakan instrumen lainnya seperti: people, process dan physical evidence.
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