Marketing Mix Strategy in Increasing MSMEs Income (Case Study in Purwodadi City, Grobogan Regency)

Abstract

MSMEs are trading businesses managed by individuals or business entities that meet the criteria for small or micro businesses. In Purwodadi City itself, MSMEs are a very vital sector. Given the existence of MSMEs, the people's economy in Purwodadi City, Grobogan Regency avoids poverty. However, UMKM in Purwodadi City itself still has several problems, especially in overcoming fluctuations in income or unstable income, which are experienced by MSME actors in Purwodadi City, Grobogan Regency. This study aims to determine the marketing strategy in Purwodadi City, Grobogan Regency, analyze the conditions of the scope and provide solutions based on relevant knowledge and expertise so that they can encourage and support the income of MSME players in Purwodadi City, Grobogan Regency. The method used in this research is descriptive qualitative method. Data collection techniques in this study used literature studies, observations, interviews and documentation. One form of strategy that is able to support the sales of MSME actors in Purwodadi City, Grobogan Regency is the use of a marketing mix which includes product, promotion, place and price. If consumers get satisfaction and comfort and can form customer loyalty, then it will have an impact on increasing income.