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The tempe chip industry in Sanan Village, Malang City, represents a culturally embedded small and medium enterprise (SME) cluster that has contributed to the local economy for decades. However, intensifying intra-cluster competition, soybean price volatility, and shifting consumer behavior have placed increasing pressure on the competitiveness of businesses in this area. This study aims to analyze the marketing strategy implemented by Keripik Tempe Dua Karunia — one of the pioneering enterprises in Sanan Village that has been operating since 1980 — and to identify the marketing strategy factors that contribute to enhancing its competitive advantage. A qualitative descriptive approach was employed through field observation, in-depth interviews with the business owner, and documentation analysis. The analysis is grounded in the 4P marketing mix framework — Product, Price, Place, and Promotion. The findings reveal that Dua Karunia builds its competitiveness through four strategic pillars: (1) product differentiation through multi-flavor diversification and consumer-driven customization; (2) cost-based pricing that is adaptively managed through shrinkflation tactics in response to raw material price fluctuations; (3) multi-channel distribution that integrates direct outlet sales with digital platforms (Shopee and WhatsApp); and (4) long-established word-of-mouth reputation-based promotion reinforced by active e-commerce presence. This study concludes that the consistent integration of all four marketing mix elements, supported by family-based operational flexibility and the cultural heritage value embedded in the product, constitutes the primary source of sustained competitive advantage for Dua Karunia amid increasingly intense cluster competition. These findings carry practical implications for similar SMEs seeking to design adaptive, competitiveness-oriented marketing strategies.

This study aims to analyse the strategies implemented by Kopi Kenangan MSMEs, particularly the branch at Jl. Pancing No. 184 Medan, in facing the challenges of globalisation and penetrating the international market. The method used is a case study with a descriptive qualitative approach through interviews, observations, and documentation. The results of the study show that Kopi Kenangan is well prepared to compete in the global market through strengthening internal management, utilising digital technology, and building a brand image based on Indonesian coffee identity. The expansion strategies implemented include selecting markets with cultural proximity, adapting products to local preferences, and collaborating with international partners. The main obstacles faced include competition with global brands, differences in consumer tastes, financial constraints, and export regulations. However, business opportunities remain wide open in line with the increasing global coffee consumption trend, interest in authentic local products, and government support in promoting and facilitating MSMEs. This study concludes that the success of MSME internationalisation is largely determined by the synergy between internal company quality, digitalisation, partnership networks, and external support from the government.

This study aims to uncover the challenges faced by Mr. Jailani in starting and developing the "Bandrek Pak Kumis" UMKM and the strategies implemented to overcome them. The method used is qualitative with a case study approach, through in-depth interviews and direct observation of the business process. The results of the study indicate that limited capital, market competition, and marketing are the main obstacles. However, product innovation, utilization of social media, and building community relations are the keys to Mr. Jailani's success. The conclusion of this study emphasizes the importance of perseverance, creativity, and adaptation in facing the challenges of UMKM.

Competition in the business world is indeed very tight in Indonesia, as in many other countries. Indonesia’s economic growth has created new business opportunities, attracting many MSMEs who were born to compete in pursuing a growing market share. The purpose of this study is to determine the implementation strategy of change management in an effort to improve business performance in fishery MSMEs in Karawang Regency. This study observes and analyzes using a descriptive quantitative approach. This study has an “ex-post de facto” nature. The implementation strategy of change management can make a significant contribution to improving business performance. Implementation strategies help organizations to be more responsive to changes in the market environment. This allows businesses to adapt more quickly to new trends and demands, maintaining competitiveness. Focusing on change drives a culture of innovation within the organization. Employees who feel encouraged to provide ideas and try new things can create innovative solutions to improve performance

This thesis discusses the Analysis of Marketing Strategies in Nawasena Efforts to Increase Consumer Buying Interest. In this study raised issues in the form of: influencing factors in the development of SMEs and marketing strategies of SMEs. This study aims: to determine the factors that influence the marketing strategy of SMEs. This research method is a qualitative approach using descriptive analysis method on 4 respondents, namely business owners and 3 employees. The data was collected by means of observation, interviews, questionnaires filled in by respondents, as well as documentation. Then the data obtained from the results of data collection were analyzed using SWOT, IFAS and EFAS analysis.

Financial ratio analysis is the basis for assessing the performance of cooperatives in managing their funding sources in a certain period. An analysis of KSP Kopdit Pintu Air's financial performance is carried out in relation to the importance of assessing the company's financial performance so that it becomes an evaluation of the company's future development. In particular, researchers assess the company's financial performance based on the ratio of liquidity and profitability.The research method used is a quantitative method with a descriptive format. The results of the calculation of the ratio are then compared with the standard Regulation of the Minister of Cooperatives and SMEs of the Republic of Indonesia No.06/Per/M.KUKM/V/2006 concerning Guidelines for the Assessment of Achievement Cooperatives. The results of the study show that the financial performance of KSP Kopdit Pintu Air for 2019-2021, when viewed from the aspects of liquidity and profitability, is generally still below the standards of the Minister of Cooperatives and SMEs of the Republic of Indonesia No.06/Per/M.KUKM/V/2006. KSP Kopdit Pintu Air should make improvements to assets and KSP Kopdit Pintu Air should also reduce and reduce the amount of current debt and further increase the current assets of the cooperative.

In Indonesia, more and more individuals are doing business activities. Business is an activity carried out by one individual. Micro, Small and Medium Enterprises (MSMEs) are businesses engaged in trade, which involve entrepreneurial activities. UMKM Kitchen Keyra is one of the businesses engaged in the field of food that is easy to develop, which is located on Jalan Kebonagung Village, Kec. Kab. Castle Mojokerto. The purpose of this study was to determine the effect of product quality on customer satisfaction, to determine the effect of service quality on customer satisfaction, to determine the effect of corporate image on customer satisfaction and to determine the effect of product quality, service quality and corporate image on customer satisfaction. This study uses quantitative methods, with a sample of 100 respondents with the help of IBM SPSS version 25. The results show that product quality variable (X1) partially and significantly influences consumer satisfaction (Y) with t count 7.801 > 1.98498 and a sig value of 0.000 <0.05, service quality (X2) has a partial and significant effect on customer satisfaction (Y) with t count 2.531 > 1.98498 and a sig value of 0.013 <0.05, and corporate image (X3) has a partial and significant effect on consumer satisfaction (Y) with t count 16.567 > 1.98498 and a sig value of 0.000 <0.05, while simultaneously product quality (X1), service quality (X2) and corporate image (X3) have a positive and significant effect on consumer satisfaction ( Y) Keyra Kitchen SMEs with f count 292.834 > 2.70 and a sig value of 0.000 <0.05

This study explores the utilization of simple Augmented Reality (AR) technology to enhance customer engagement in the marketing programs of small and medium-sized enterprises (SMEs), specifically focusing on Anna Rental Perlengkapan Bayi in Semarang. The research employs an experimental design, developing and evaluating an AR-based information system prototype. Data collection methods include structured interviews, direct observations, and analysis of Instagram post performance. Results indicate a significant increase in customer engagement with AR content, showing an increase from fewer than 100 viewers for regular content to approximately >200 viewers for AR content, with 5% of these engaging further by clicking the AR link and 2% proceeding with a call-to-action. These findings align with existing theories on the effectiveness of interactive technologies in marketing. The study concludes that AR technology can substantially enhance customer engagement and suggests that SMEs adopt such technologies for improved marketing outcomes. Practical implications highlight the need for training and support for SMEs to implement AR effectively. This research provides a foundation for further studies on AR applications in SME marketing strategies in Indonesia.

This research aims to explore sustainable digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) with a focus on redefining brand identity. The research employs a qualitative approach, utilizing in-depth interviews and thematic analysis. A purposive sampling technique is employed to select participants from diverse MSME backgrounds. Through rigorous thematic analysis, the study reveals insights into effective digital marketing strategies that align with sustainability goals while reshaping brand identities for MSMEs. The findings highlight the importance of authenticity, transparency, and social responsibility in crafting sustainable brand identities in the digital era. This research contributes to the understanding of practical strategies for MSMEs to thrive in the competitive digital marketplace while embracing sustainability principles.