Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Enhancing Sales through Marketing Strategy and Customer Satisfaction in Culinary MSMEs
Meningkatkan Penjualan melalui Strategi Pemasaran dan Kepuasan Pelanggan pada UMKM Kuliner


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  • Sintha Wahyu Arista,
  • Hadiah Fitriyah*
Sintha Wahyu Arista
Program Studi Magister Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia
Hadiah Fitriyah
Program Studi Magister Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1140
Published June 24, 2024
Keywords
  • Sales enhancement,
  • marketing strategy,
  • customer satisfaction,
  • MSMEs,
  • culinary sector
How to Cite
Arista, S. W., & Fitriyah, H. (2024). Enhancing Sales through Marketing Strategy and Customer Satisfaction in Culinary MSMEs. Indonesian Journal of Law and Economics Review, 19(3), DOI 10.21070/ijler.v19i3.1140. https://doi.org/10.21070/ijler.v19i3.1140

Copyright (c) 2024 Sintha Wahyu Arista, Hadiah Fitriyah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This quantitative study investigates the impact of marketing strategy and consumer satisfaction on sales growth in Micro, Small, and Medium Enterprises (MSMEs) within the culinary sector of Krembung District, Sidoarjo Regency. Data collected from 100 MSME owners via questionnaire surveys using Google Forms reveals significant positive effects of both marketing strategy (Tcount = 3.568, p = 0.001) and consumer satisfaction (Tcount = 2.325, p = 0.022) on increasing sales. The findings highlight the critical role of strategic marketing planning and customer satisfaction in enhancing business performance and competitiveness, underscoring the need for MSMEs to prioritize these factors to achieve sustainable growth and profitability in competitive markets.

Highlight:

  1. Quantitative study on marketing impact in culinary MSMEs.
  2. Significant influence of customer satisfaction on sales growth.
  3. Practical implications for enhancing business strategies in MSMEs.

Keywords: Sales enhancement, marketing strategy, customer satisfaction, MSMEs, culinary sector

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