STRATEGI PEMASARAN ONE DAY EVENT UMKM KULINER: ANALISIS BAURAN PEMASARAN (4P) PADA DIMSUM MICI DI CAR FREE DAY ( CFD )
DOI:
https://doi.org/10.61722/jaem.v2i4.7873Keywords:
Keywords: Car Free Day (CFD); Dimsum Mici; 4P Marketing.Abstract
One Day events such as Car Free Day (CFD) present a strategic opportunity for culinary MSMEs to directly introduce or promote their products in a short time. This study aims to analyze the marketing strategy of Dimsum Mici during Car Free Day (CFD) activities using the marketing mix (4P) approach: product, price, place, and promotion. This research was conducted using a descriptive qualitative approach combining field studies and library research. The results indicate that the product offered, Dimsum Mici, offers a variety of practical menu items that meet market tastes and quality that can compete with similar businesses. The strategy for affordable pricing is flexible and tailored to the purchasing power of the public attending Car Free Day (CFD). In terms of location, the stand's strategic and easily visible location can increase visitor opportunities. Meanwhile, the promotional strategy utilizes social media, direct sales, and attractive presentations to attract customers. Overall, the implementation of the marketing mix (4P) has proven effective in increasing consumer appeal, product visibility, and sales volume during one-day events such as Car Free Day. The research findings show that properly implemented 4P strategy integration can have a direct impact on increasing purchasing interest in a short-term marketing context. This research also provides insight into how culinary MSMEscan optimally utilize temporary or daily events as a means to expand their market, introduce products directly, and increase sales quickly.
References
Alma, B. (2016). ManajemenPemasaran dan Pemasaran Jasa. Alfabeta.
Amstrong, G., & Kotler, P. (2018). Principles of Marketing (17th ed.). Pearson Education Limited.
Andrianto, N., & Sugianto, S. (2019). AnalisisBauranPemasaranTerhadap Keputusan Pembelian (Studi Kasus pada Konsumen Mie Ayam Jamur Pak Man Malang). JurnalAplikasi Bisnis, 5(2), 350-355.
Choirunisa, R., & Mulyanti, D. (2023). Literature review: Peran e-commerce dalam meningkatkan pendapatan UMKM di era new normal. Jurnal Ekonomi, Bisnis dan Industri (EBI), 5(1), 9–15.
Hurriyati, R. (2015). BauranPemasaran dan LoyalitasKonsumen. Alfabeta.
Kemenkeu. (2020). UMKM Bangkit, Ekonomi Indonesia Terungkit. https://www.djkn.kemenkeu.go.id/artikel/b aca/13317/UMKM-Bangkit-Ekonomi- Indonesia-Terungkit.html. Diakses pada 06 April 2023.
Kementerian KeuanganRepublik Indonesia. (2020). Kajian Fiskal Regional: Perkembangan UMKM dalamPerekonomian Indonesia. Jakarta: Badan KebijakanFiskal.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Nalini, S. N. L. (2021). Dampak Dampak covid- 19 terhadap Usaha MIkro, Kecil dan Menengah. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 662–669.
Nalini, S. N. L. (2021). DampakPandemi Covid-19 Terhadap UMKM di Indonesia. BRAND Broad Research in Accounting, Negotiation, and Distribution, 2(1), 29-39.
Purwanto, E., & Loisa, J. (2020). Strategi PemasaranProduk UMKM Melalui Media Sosial di Masa Pandemi COVID-19. JurnalKomunikasi, 12(2), 178-190.
Rachmawati, R. (2011). PerananBauranPemasaran (Marketing Mix) terhadapPeningkatanPenjualan (Sebuah Kajian terhadap Bisnis Restoran). JurnalKompetensi Teknik, 2(2), 143-150.
Sopanah. (2010). Studi Fenomenologis: MengungkapMakna Strategi Pemasaran Usaha Kecil. JurnalAkuntansiMultiparadigma, 1(3), 383-398.
Sunyoto, D. (2015). Pemasaran Jasa: Merancang Strategi dan Implementasinya. CAPS (Center of Academic Publishing Service).
Tjiptono, F. (2015). Strategi Pemasaran (Edisi 4). Andi Offset.
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (Edisi 4). Andi Offset.
Wahyuni, S. (2018). Strategi Pemasaran UMKM KulinerdalamMeningkatkan Daya Saing. JurnalManajemen dan Kewirausahaan, 6(1), 45-54.
Widayati, C. C., & Fatimah, N. (2020). Strategi PemasaranProduk UMKM pada Event Bazaar. JurnalEkonomi dan Bisnis, 8(2), 112-125.
