MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS

Putri ; Ade Aisyah Arifna ; Purwaningsih ; Ratna ; Afifah
Jurnal Agrifoodtech 📅 2025 Vol 4, No 1 🔗 DOI: 10.56444/gy3spv72
Abstract
Micro, small, and medium-sized enterprises (MSMEs) producing tahu bakso face intense market competition and need efficient marketing strategies to maintain competitiveness. This study aims at developing strategy by identifyng criteria and selecting the optimal strategies. The research adopts the 4P marketing mix framework-product, price, place, and promotion-combined with the TOPSIS (Teqnique for Order Preference by Similarity to Ideal Solution) method. Five main criteria were identified: product price, retail location, product promotion, customer service quality, and product development. The weighting results show that produc price and customer service quality are the most importan factors, each with a weigh of 0.208. TOPSIS analisys indicates that stategy A8 - improving employee performance through targeted training and development-achieves the highest preference value. Improving employee performance is a strategyc priority, as it directly enhances service quality, customes satisfaction, and overall marketing effectiveness.
 
Keywords
Marketing Strategy; 4P Marketing Mix; TOPSIS; MCDM
How to Cite

Putri, et al. (2025). MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS. Jurnal Agrifoodtech, 4(1). https://doi.org/10.56444/gy3spv72

Putri, Ade Aisyah Arifna; Purwaningsih, Ratna; Afifah, "MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS," Jurnal Agrifoodtech, vol. 4, no. 1, 2025.

Putri, Ade Aisyah Arifna; Purwaningsih, Ratna; Afifah. "MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS." Jurnal Agrifoodtech, vol. 4, no. 1, 2025.

Putri, Ade Aisyah Arifna; Purwaningsih, Ratna; Afifah. "MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS." Jurnal Agrifoodtech 4, no. 1 (2025).

Putri, et al. (2025) 'MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS', Jurnal Agrifoodtech, 4(1). doi: 10.56444/gy3spv72.

Putri, Ade Aisyah Arifna; Purwaningsih, Ratna; Afifah. MARKETING STRATEGY PLANNING FOR TAHU BAKSO IN MSMEs THROUGH THE MARKETING MIX FRAMEWORK AND TOPSIS. Jurnal Agrifoodtech. 2025;4(1).

Artikel Terkait

Karakterisasi Kandungan Karbohidrat dan Protein pada Berbagai Bahan Pangan Menggunakan Uji Kualitatif Benedict, Biuret, dan Fehling

Maghfira Arum Lestari; Dennis Farina Nury; Puji Rahayu; Amelia Naomi Agustina; Muhamad Iqbal Putra; Rizky Ibnufaatih Arvianto; Adna Ivan Ardian; Diva Yustika; Mahesa Niko; Fajar Dwi

PENAMBAHAN BROKOLI (Brassica oleraceae var. italica) PADA PEMBUATAN NUGGET IKAN LELE (Clarias gariepinus) UNTUK MENINGKATKAN KANDUNGAN SERAT KASAR DAN KALIUM

Clinton Umbu Baru Lalu Hangga ; Dyah, Ilminingtyas; Diah Kartikawati

Pengaruh Penambahan Tepung Ikan Teri Medan Terhadap Karakteristik Kimia dan Sensori Mie Basah Bebas Gluten

Stefani, Greciela Yolanda; Aji Fajar Ramadhani ; Nugrahani Astuti ; Annisa Nur’aini

Pengaruh Jenis Kemasan dan Konsentrasi Ekstrak Bunga Telang (Clitoria ternatea linn) terhadap Karakteristik Fisikokimia dan Organoleptik Tape Ketan Putih

Amelia, Erika; Nurhayati, Anis

PEMANFAATAN BIOTEKNOLOGI PADA PEMBUATAN NATA de PINA MELALUI FERMENTASI EKSTRAK BUAH NANAS  MENGGUNAKAN BAKTERI Acetobacter xylinum

Sri Wahyuna Saragih; Muhammad Rafi; Harlan Mufrih; Aisha Rafa Rahma; Dwi Kartika; Theresia Juwita Serefina Hutauruk; Muhammad Syukri Koto

Karakteristik Fisikokimia dan Sensori  Sosis Ikan Lumi-lumi (Harpodon nehereus) Dengan Penambahan Pure Kedelai

Yunita, Erna; Rahmi, Suci; Puteri, Nafisah Eka
Tren Sitasi Jurnal