IMPLEMENTATION OF MARKETING MIX AT KHANSA FOOD DURING THE COVID-19 PANDEMIC

Sri Sari Utami; Rahayu Widowati

doi:10.15578/chanos.v21i2.12925

IMPLEMENTATION OF MARKETING MIX AT KHANSA FOOD DURING THE COVID-19 PANDEMIC

Sri Sari Utami, Rahayu Widowati

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in the Indonesian economy by raising the economic level of the general public, alleviating poverty, and earning foreign exchange for the country. The Covid 19 pandemic has had a significant economic impact in Indonesia. Khansa Food has been able to survive and rise from the midst of the Covid 19 pandemic by utilizing the resources available to them. The implementation of the marketing mix strategy at Khansa Food is critical to the company's long-term viability. The right marketing mix combination is a means to maintain, expand, and increase company profits. The objective of this study was to determine how the marketing mix was implemented at Khansa Food. The descriptive qualitative research method was used, with primary and secondary data. The study's findings that Khansa Food's combination of product, price, location, and promotion is well-defined. Khansa Food's products are of high quality and are standardized. Prices are kept competitive, and customers can purchase products either online or in-store. Online promotions and various exhibitions have been programmed. There is always room for improvement to boost business performance. According to the research findings, online sales can be increased in order to reach a larger market. Increased online promotion via social media can be used as a low-cost alternative promotion. Manufacturers must adapt to online promotions and sales due to changes in consumer behavior toward online transactions. The enhancements are expected to benefit Khansa Food's business in both the short and long term.

Keywords

processed fish, marketing mix, pandemic

Full Text:

PDF

References

Anonim. 2021. Khansa Snack and Food Semakin Dipercaya Setelah Menerapkan SNI. Retrivied at https://bsn.go.id/main/berita/detail/11714/khansa-snack-and-food-semakin-dipercaya-setelah-menerapkan-sni

Anonim. 2018. Studi Banding Kelompok Masyarakat Binaan Balai T.N Wakatobi Ke Perusahan Khansa Food-Yogyakarta Retrivied at https://ksdae.menlhk.go.id/info/4541/studi-banding-kelompok-masyarakat-binaan-balai-t.n-wakatobi-ke-perusahan-khansa-food-yogyakarta.html

Ariyanto, A., Wongso, F., Wijoyo, H., Indrawan, I., Musnaini, Akbar, M. F., Devi, W. S. G. R. (2022). Strategi Pemasaran UMKM di Masa Pandemi (Vol. 5). Solok: Insan Cendekia Mandiri. https://doi.org/10.24014/ekl.v5i1.14713.

Badan Pusat Statistik. 2021. Analisis Pertumbuhan Dan Perubahan Struktur Perekonomian Daerah Istimewa Yogyakarta Sebelum Dan Selama Masa Pandemi Covid-19

Bappeda Provinsi Yogyakarta. (2023). Koperasi dan UMKM. Retrivied http://bappeda.jogjaprov.go.id/dataku/data_dasar/index/107-umkm?id_skpd=79

Bitner, M. J & Booms, B. H., 1981. Marketing strategies and organization structure for service firms. Marketing of Services. 3, 47- 52.

Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More? nternational Journal of Marketing Studies, Vol. 1(1): 2–15

Gona, A., Mohammed, I. & Tanko, L., 2008. Marketing strategies and profitability analysis of restaurants in Sokoto metropolis, Nigeria. Journal of Agriculture, Forestry and the Social Sciences (JOAFSS). 6 (2), 74-82

Hidayah, I., Ariefiantoro, T., Nugroho, D. W. P. S., & Suryawardana, E. (2021). Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan (Studi Kasus Pada Pudanis di Kaliwungu). Solusi, 19(1).

Kotler, P., Armstrong, G. (2018). Principles of Marketing. New Delhi: Pearson.

Kotler, P.T., Keller, K.L., Brady, M., Goodman, M., Hansen, T. (2019). Marketing Management. Singapore: Pearson Education.

Mukaila Ayanda, A., & Joseph Adefemi, B. (2011). Marketing Mix Practice as a Determinant of Entrepreneurial Business Performance. International Journal of Business and Management, 7(1). https://doi.org/10.5539/ijbm.v7n1p205

Nurseto, S. (2018). Pengaruh Saluran Distribusi dan Promosi Terhadap Kinerja Pemasaran (Studi Kasus Pada UKM Furniture Kota Semarang). Jurnal Administrasi Bisnis, 7(2),103-107

Safa’atin, H. N., Anggarwati, D., & Supeno, B. (2022). Marketing Mix: Meningkatkan Volume Penjualan Umkm di Era Covid-19. Jurnal MANAJERIAL, 21(1), 49–58. https://doi.org/10.17509/manajerial.v21i1.45537

Santosa, A., Leliana, Y. A., & Utami, H. H. (2022). Strategi Pemasaran Abon Kahnsa Food di Kelurahan Pandowoharjo Kapanewon Sleman Kabupaten Sleman Daerah Istimewa Yogyakarta. Jurnal Pertani, 24(3), 1396–1406.

Sari, R. P. (2017). Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business. Etikonomi, 16(1), 115–126. https://doi.org/10.15408/etk.v16i1.3950

Sugiyono. (2013). Cara Mudah Menyusun, Skripsi, Tesis, dan Disertasi. Bandung: Alfabeta.

Sulastri. (2022). Peran Penting UMKM dalam Ancaman Isu Resesi. Retrived https://www.djkn.kemenkeu.go.id/kpknl-balikpapan/baca-artikel/15677/Peran-Penting-UMKM-dalam-Ancaman-Isu-Resesi.html#:~:text=UMKM%20mampu%20menyerap%2097%20persen,serap%20tenaga%20kerja%20sangat%20besar.

Suryani, (2007). Pengertian Abon Ikan. Yogyakarta: Aditya Media.

Tjiptono. (2008). Strategi Pemasaran. Edisi III. Yogyakarta: Andi

Umeze, G.E., Ohen. S.B. (2015). Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria. International Conference in Agricultural Economist, Milano.

Utami, H. N., & Firdaus, I. F. A. (2018). Pengaruh Bauran Pemasaran Terhadap Perilaku Online

Shopping: Perspektif Pemasaran Agribisnis. Ecodemica, 2(1), 136–146.

DOI: http://dx.doi.org/10.15578/chanos.v21i2.12925