BibTex Citation Data :
@article{JIAB52225, author = {Gilang Surya Pratama and Bilqis Maulida and Simfoni Mustikasari and Jihan Ayudhiya and Nasywa Raissa and Athhar Prasetyo and Firdaus Widyaputra and Margo Purnomo and Rivani Rivani}, title = {Fungsi Manajemen Pemasaran pada UMKM Bakmi Tjap Naga Jatinangor}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {15}, number = {3}, year = {2026}, keywords = {MSMEs; Marketing Management; 4P; Bakmi Tjap Naga}, abstract = { Abstract: This research analyzes the application of marketing management functions in UMKM Bakmi Tjap Naga Jatinangor with a qualitative approach. The focus of the study includes four elements of the marketing mix (product, price, place, and promotion). The results showed that Bakmi Tjap Naga is able to adapt marketing strategies according to the characteristics of the student market through product innovation, competitive pricing, multichannel distribution, and digital and community promotions. The findings show that an integrated application of the 4Ps can improve the competitiveness and sustainability of MSMEs in the local market. Abstraksi: Penelitian ini menganalisis penerapan fungsi manajemen pemasaran pada UMKM Bakmi Tjap Naga Jatinangor dengan pendekatan kualitatif. Fokus kajian mencakup empat elemen bauran pemasaran (produk, harga, tempat, dan promosi). Hasil penelitian menunjukkan bahwa Bakmi Tjap Naga mampu mengadaptasi strategi pemasaran sesuai karakteristik pasar mahasiswa melalui inovasi produk, penetapan harga kompetitif, distribusi multikanal, serta promosi digital dan komunitas. Temuan ini menunjukkan bahwa penerapan 4P secara terpadu dapat meningkatkan daya saing dan keberlangsungan UMKM di pasar lokal. }, issn = {2746-1297}, pages = {1046--1059} doi = {10.14710/jiab.2026.52225}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/52225} }
Refworks Citation Data :
Abstract: This research analyzes the application of marketing management functions in UMKM Bakmi Tjap Naga Jatinangor with a qualitative approach. The focus of the study includes four elements of the marketing mix (product, price, place, and promotion). The results showed that Bakmi Tjap Naga is able to adapt marketing strategies according to the characteristics of the student market through product innovation, competitive pricing, multichannel distribution, and digital and community promotions. The findings show that an integrated application of the 4Ps can improve the competitiveness and sustainability of MSMEs in the local market.
Abstraksi: Penelitian ini menganalisis penerapan fungsi manajemen pemasaran pada UMKM Bakmi Tjap Naga Jatinangor dengan pendekatan kualitatif. Fokus kajian mencakup empat elemen bauran pemasaran (produk, harga, tempat, dan promosi). Hasil penelitian menunjukkan bahwa Bakmi Tjap Naga mampu mengadaptasi strategi pemasaran sesuai karakteristik pasar mahasiswa melalui inovasi produk, penetapan harga kompetitif, distribusi multikanal, serta promosi digital dan komunitas. Temuan ini menunjukkan bahwa penerapan 4P secara terpadu dapat meningkatkan daya saing dan keberlangsungan UMKM di pasar lokal.
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