MARKETING STRATEGY TO INCREASE SALES OF JAPPANESE SOUFFLÉ PANCAKES CASE STUDY OF SMES IN TEMBILAHAN

Andre Febrian Irwansyah; Asniati Bindas

Penulis

Andre Febrian Irwansyah Universitas Islam Indragiri
Asniati Bindas Universitas Islam Indragiri

Kata Kunci:

Japanese Soufflé Pancake, Marketing strategies Small and medium enterprises, Social media, Consumer behavior

Abstrak

This study aims to explore innovative marketing strategies that can enhance the sales of Japanese Soufflé Pancakes among consumers in Indonesia. With its soft texture and unique flavor, this product has become a culinary trend, particularly among millennials. However, many small and medium enterprises (SMEs) still rely on traditional marketing methods, which are less effective in reaching broader market segments. The research employs a qualitative approach using a case study method, involving in-depth interviews and participatory observations at production sites. Data were collected from business managers, and analyses were conducted to identify the challenges and opportunities faced in product marketing. Findings indicate that leveraging social media and partnerships with influencers is crucial for improving product visibility and consumer engagement. Additionally, a SWOT analysis reveals the strengths of the product, such as high quality and visual appeal, along with opportunities for market expansion. However, SMEs also face weaknesses related to limited capital and human resources, as well as threats from intense competition. This study is expected to provide relevant insights and recommendations for Indonesian SMEs to develop more effective marketing strategies and adapt to market dynamics.

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