Implementation of Business Marketing Mix Strategies at Wingko Babat Pak Sugito in Merbau–Banyumanik

Abstract

This study aims to analyze the marketing mix strategies implemented by Wingko Tripe producers as an effort to support the recovery and development of Micro, Small, and Medium Enterprises (MSMEs) after the COVID-19 pandemic. MSMEs play an essential role in the national economy by creating employment opportunities and contributing to economic growth. The digitalization of marketing is considered one of the key strategies to enhance MSME competitiveness and expand market reach. This study employs a qualitative descriptive approach using interviews and observations as data collection methods, with purposive sampling techniques involving three respondents consisting of Wingko Tripe business owners, consumers, and the research team. The findings are expected to provide insights into effective marketing strategies that can support business sustainability and improve the performance of MSMEs in the post-pandemic era.