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


view artikel
  • 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.

Crossref
Scopus
Google Scholar
Europe PMC

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

view artikel

Downloads

Download data is not yet available.

References

  1. L. Utama, O. H. Widjaja, and Y. Lego, "Pengaruh Orientasi Kewirausahaan Terhadap Keunggulan Kompetitif Pada Ukm Industri Kreatif Dengan Kapasitas Inovatif Sebagai Faktor Mediasi Dalam Masa Pandemik Covid-19," J. Bina Manaj., vol. 9, no. 1, pp. 30-43, 2020, doi: 10.52859/jbm.v9i1.113.
  2. M. R. Fahdia, I. Kurniawati, F. Amsury, Heriyanto, and I. Saputra, "Pelatihan Digital Marketing Untuk Meningkatkan Penjualan Bagi UMKM Tajur Halang Makmur," Abdiformatika J. Pengabdi. Masy. Inform., vol. 2, no. 1, pp. 34-39, 2022, doi: 10.25008/abdiformatika.v2i1.147.
  3. N. T. Laluan and M. C. Raintung, "Pengaruh Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Bahan Bangunan (Studi Kasus Ud Bangun Nusantara Minahasa)," J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 10, no. 3, p. 783, 2022, doi: 10.35794/emba.v10i3.42881.
  4. (Supertini et al., 2020) "Bab II Landasan Teori," J. Chem. Inf. Model., vol. 53, no. 9, pp. 1689-1699, 2019.
  5. Ansori, "Analisis pendapatan dan tingkat kesejahteraan rumah tangga petani," Pap. Knowl. Towar. a Media Hist. Doc., vol. 3, no. April, pp. 49-58, 2015.
  6. T. Komala, "Strategi Pemasaran Dalam Meningkatakan Volume Penjualan Kerupuk Kulit Ikan Nila Pada Umkmkrulila Desa Gunungjaya Kecamatan Belik Kabupaten Pemalang," 2020, [Online]. Available: http://repository.uinjkt.ac.id/dspace/handle/123456789/52371
  7. T. P. H. Atmoko, "Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Di Cavinton Hotel Yogyakarta," J. Indones. Tour. Hosp. Recreat., vol. 1, no. 2, pp. 83-96, 2018, doi: 10.17509/jithor.v1i2.13769.
  8. Fandy Tjiptono, "Pengertian Kepuasaan Konsumen," p. 45, 2015.
  9. D. Armasaid, "Pengaruh Relationship Marketing, Kualitas Pelayanan Dan Fasilitas Terhadap Loyalitas Member Dengan Kepuasan Pelanggan Sebagai Variabel Intervening," Bab III Metod. Penelit., no. 1, pp. 1-9, 2021, [Online]. Available: http://repository.stei.ac.id/5476/4/BAB III.pdf
  10. A. W. Ziraluo, "Pengaruh Kepuasan Pelanggan Terhadap Volume Penjualan Deterjen Daia Di UD. Yudita Desa Ndraso Hilisimaetano," pp. 11-20, 2021.
  11. M. Idris, "Analisis Kepuasan Konsumen Terhadap Peningkatan Volume Penjualan Sepeda Motor Honda pada PT. Nusantara Surya Sakti Perbaungan Journal of Management Science ( JMAS )," J. Manag. Sci., vol. 2, no. 1, pp. 22-25, 2019.
  12. G. Fransiskho, T. S. Goh, and D. W. Julitawaty, "Pengaruh Kepuasan Konsumen dan Diskon terhadap Volume Penjualan PT. Atmindo Tbk Tanjung Morawa," J. Bisnis Kolega20, vol. 7, no. 2, pp. 20-29, 2021.
  13. M. Subhan and C. Fatmala, "Pengaruh Strategi Pemasaran terhadap Peningkatan Penjualan Produk Susu Anlene pada PT. Fonterra Brands Indonesia Cabang Jambi," Fak. Ekon. dan Bisnis Islam Ekon. Syariah UIN Sulthan Thahah Saifuddin Jambi, pp. 1-15, 2018.
  14. I. Hidayah, T. Ariefiantoro, D. W. P. S. Nugroho, and E. Suryawardana, "Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan (Studi Kasus Pada Pudanis Di Kaliwungu)," Solusi, vol. 19, no. 1, pp. 76-82, 2021, doi: 10.26623/slsi.v19i1.3001.
  15. Herdayanti, "Pengaruh Marketing Mix Terhadap Volume Penjualan Produk Home Industry Nadhifa," https://Medium.Com/, no. 2016, pp. 12-40, 2018, [Online]. Available: https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
  16. S. Hermawan, METODE PENELITIAN BISNIS Pendekatan Kuantitatif & Kualitatif, 2016.
  17. M. Indrasari, Pemasaran dan Kepuasan Pelanggan, 2019.
  18. V. H. Pranatawijaya, W. Widiatry, R. Priskila, and P. B. A. A. Putra, "Penerapan Skala Likert dan Skala Dikotomi Pada Kuesioner Online," J. Sains dan Inform., vol. 5, no. 2, pp. 128-137, 2019, doi: 10.34128/jsi.v5i2.185.
  19. R. P. Hariputra, S. Defit, and Sumijan, "Analisis Sistem Antrian dalam Meningkatkan Efektivitas Pelayanan Menggunakan Metode Accidental Sampling," J. Sistim Inf. dan Teknol., vol. 4, pp. 70-75, 2022, doi: 10.37034/jsisfotek.v4i2.127.
  20. H. Nainggolan and R. Dewantara, "Dampak promosi online serta mutu layanan pengiriman kepada loyalitas konsumen terhadap aplikasi grab," vol. 1, no. 1, pp. 44-58, 2023.