Rudy Afriyadi, Alya Zhafirah

BAURAN PEMASARAN PADA USAHA MIKRO KECIL DAN MENENGAH (UMKM) SAYUR LANGIT PRODUK KACANG EDAMAME ORGANIK DI KOTA SUKABUMI

Introduction

Bauran pemasaran pada usaha mikro kecil dan menengah (umkm) sayur langit produk kacang edamame organik di kota sukabumi. Kaji bauran pemasaran 4P UMKM Sayur Langit untuk kacang edamame organik di Sukabumi. Temukan penerapan, kendala promosi & distribusi, serta solusi meningkatkan jangkauan pasar.

Abstract

Dalam menjalankan aktivitas sehari-hari, manusia tidak terlepas dari usaha memenuhi kebutuhan primer, salahsatunya adalah kebutuhan pangan. Pangan menjadi hal yang sangat penting untuk menunjang keberlangsungan hidup, baikdari sisi kuantitas maupun kualitasnya. Kacang edamame organik merupakan salah satu produk pangan yang semakindiminati karena memiliki nilai gizi tinggi, rasa yang khas, serta diproduksi dengan sistem pertanian ramah lingkungan.Penelitian ini bertujuan untuk mengetahui pelaksanaan bauran pemasaran yang dilakukan UMKM Sayur Langit di KotaSukabumi, kendala-kendala yang dihadapi, serta solusi dalam penerapan bauran pemasaran. Metode penelitian yangdigunakan adalah metode kualitatif dengan pendekatan deskriptif melalui wawancara, observasi, dan studi pustaka. Hasilpenelitian menunjukkan bahwa UMKM Sayur Langit menerapkan bauran pemasaran 4P yaitu Product, Price, Place, danPromotion. Penerapan yang dilakukan berupa kombinasi antara kualitas produk dan penetapan harga, produk dan strategipromosi, serta produk dengan distribusi. Adapun kendala yang dihadapi antara lain keterbatasan promosi digital danjaringan distribusi yang masih terbatas. Untuk mengatasi hal tersebut, UMKM Sayur Langit berupaya memperluas jaringanpemasaran dan meningkatkan strategi promosi melalui media sosial agar produk edamame organik semakin dikenalmasyarakat luas.Kata Kunci: Bauran Pemasaran

Review

This study offers a pertinent examination of the marketing mix strategies employed by UMKM Sayur Langit for their organic edamame product in Sukabumi. In an era where food security and sustainable consumption are paramount, the focus on organic produce and the challenges faced by micro, small, and medium enterprises (MSMEs) is highly relevant. The paper effectively outlines the importance of organic edamame as a high-nutrition, environmentally friendly product and sets clear objectives: to understand the current marketing mix implementation, identify obstacles, and propose solutions. This practical focus makes the research valuable for both academic understanding of MSME dynamics and for the enterprises themselves. The methodology adopted, a qualitative descriptive approach utilizing interviews, observation, and literature review, is well-suited for exploring the intricate practicalities of marketing within a specific UMKM context. The findings reveal that UMKM Sayur Langit actively implements the 4Ps of marketing – Product, Price, Place, and Promotion – often in synergistic combinations such as product quality influencing pricing, and product characteristics guiding promotion and distribution. Crucially, the research identifies key limitations, namely the inadequacy of digital promotion and restricted distribution networks, which are common hurdles for many MSMEs. The proposed solutions, focusing on expanding marketing reach and leveraging social media, demonstrate a proactive approach to overcoming these challenges. Overall, this research provides a clear and concise snapshot of a local UMKM's marketing efforts, contributing valuable insights into the operational realities of small-scale organic food producers. Its strength lies in its grounded approach, offering direct applicable knowledge for UMKM Sayur Langit and potentially other similar ventures. While the study effectively identifies the "what" and "how" of the marketing mix implementation and challenges, future research could delve deeper into the *impact* of these strategies on sales performance or consumer perception, and conduct a follow-up assessment on the *effectiveness* of the proposed solutions after their implementation. Nevertheless, this paper serves as a solid foundation for understanding the marketing landscape of organic food MSMEs in local markets.

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