Published: 2024-10-01
Marketing Strategy Management in Increasing the Marketability of MSME Products in Facing Market Competition
DOI: 10.35870/emt.v8i4.3135
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Abstract
Micro, small, and medium enterprises (MSMEs) are fundamental components of robust economic resilience, as demonstrated by their persistent operation during Indonesia's monetary crisis, a consequence of the global financial downturn. In contrast, numerous large-scale corporations have experienced insolvency. Consequently, there was a significant wave of employment termination in 1998. Formulating a marketing strategy is critical to securing a sustainable competitive advantage for product- and service-oriented enterprises. A marketing strategy is a foundational element in developing a comprehensive corporate plan. Considering the complexity of challenges faced by enterprises, there exists a necessity for a holistic approach to serve as a framework guiding the organizational segment in executing its operations. Furthermore, the significance of marketing strategies is underscored by the intensifying competition prevalent among businesses in general. This study is motivated by fostering the growth of MSMEs within Mataram, which is characterized by a distinctive array of cultural traditions and a promising national market. This research aims to evaluate the management of marketing strategies aimed at enhancing the marketability of traditional MSME products in Mataram City. The study was carried out in the urban setting of Mataram. The methodologies employed for data collection include documentation, interviews, and observations, constituting a form of descriptive research. The analysis of the effectiveness of marketing strategies reveals a year-on-year increase in overall sales, which serves as a benchmark for assessing the efficacy of marketing strategies amid competition among batik enterprises.
Keywords
Marketing Strategy ; Marketability ; MSME Products ; Market Competition
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 2 (2026)
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Section: Articles
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Published: %750 %e, %2024
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/emt.v8i4.3135
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Banta Karollah
Sekolah Tinggi Ilmu Ekonomi Sabang Banda Aceh, Banda Aceh City, Aceh Province, Indonesia
Muhammad
Sekolah Tinggi Ilmu Ekonomi Sabang Banda Aceh, Banda Aceh City, Aceh Province, Indonesia
Nia Kurniasih
Universitas Sali Al-Aitaam, Bandung Regency, West Java Province, Indonesia
Mohammad Jon Tasrif
Universitas Borobudur, East Jakarta City, Special Capital Region of Jakarta, Indonesia
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