STRATEGI PEMASARAN MADUMONGSO PADA INDUSTRI RUMAH TANGGA AR-ROHMAH DI KECAMATAN PILANGKENCCENG KABUPATEN MADIUN

Abstract

Abstract

This research evaluates Madumongso's marketing strategy in the Ar-Rohmah home industry in Pilangkenceng District, Madiun Regency. Involving 60 internal and external respondents, a 4P (product, price, place, promotion) and SWOT marketing mix analysis was carried out. The results show that the 4P marketing mix has been implemented with a focus on product, price, distribution and promotion of Madumongso Ar-Rohmah. Strategies are recommended based on SWOT analysis, including maintaining product quality, continuous research, utilization of social media, promotional programs focused on certain days, emphasis on price advantages, adaptation to modern food trends while maintaining traditional values. Intensive local strategies are also recommended through collaboration with local businesses. This research provides insight for Madumongso Ar-Rohmah to increase competitiveness and marketing in the increasingly competitive culinary industry in Madiun.

Keyword: Madumongso, Marketing Mix, SWOT Analysis