Peran Strategi Pemasaran dalam Optimalisasi Profitabilitas UMKM Makanan dan Minuman di Kota Palembang

Chika Vinolia; Ni Saputri; Rika Lidyah

doi:10.53697/emak.v7i1.3357

Authors

Chika Vinolia Universitas Islam Negeri Raden Fatah
Ni Kadek Nolla Hari Saputri Universitas Islam Negeri Raden Fatah
Rika Lidyah Universitas Islam Negeri Raden Fatah

DOI:

https://doi.org/10.53697/emak.v7i1.3357

Keywords:

Marketing Strategy, SMEs, Profitability

Abstract

This study aims to analyze the role of marketing strategies in increasing the profitability of food and beverage MSMEs in Palembang City. The approach used is a descriptive qualitative method through in-depth interviews with MSME owners. The results show that digital promotion through social media and marketplaces is the most dominant strategy in driving increased sales, especially among productive-age consumers. Distribution strategies through collaboration with online motorcycle taxi platforms and local retail partners can expand market reach without large operational costs, while product innovation helps maintain competitiveness amidst increasing competition. Overall, the findings of this study confirm that the implementation of appropriate, consistent, and adaptive marketing strategies plays a significant role in optimizing profitability and strengthening the sustainability of food and beverage MSME businesses in Palembang City.

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