MARKETING STRATEGY AND SUCCESS FACTORS OF TAHU BULAT TRADERS A CASE STUDY IN PEKALONGAN CITY

Dyah Putri Septiani

No 3apj9, OSF Preprints from Center for Open Science

Abstract: This study aims to analyze the marketing strategies used by Tahu Bulat traders in Pekalongan City and identify the success factors that contribute to their success. Round Tofu is a popular food and is in great demand by the people of Indonesia, so considering an effective marketing strategy is the key to increasing the competitiveness and profitability of traders. The research method used in this study is a qualitative approach by conducting in-depth interviews with Tahu Bulat traders in Pekalongan City. The data obtained were analyzed using content analysis techniques to identify the main themes related to marketing strategy and success factors. The results showed that Tahu Bulat traders in Pekalongan City implemented several effective marketing strategies, including using social media to promote products, collaborating with other traders to increase market reach, and maintaining consistent product quality. In addition, some of the significant success factors include strategic location, good management, good product quality, and good relationship with customers. This research makes an important contribution to the understanding of successful marketing strategies and success factors in the business of Tahu Bulat traders in Pekalongan City. These findings can be a reference for other Tahu Bulat traders to improve their marketing performance and achieve greater success. In addition, this research can also be the basis for further research on marketing strategies in the food and beverage industry in Indonesia.

Date: 2023-06-09
New Economics Papers: this item is included in nep-sea
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:3apj9

DOI: 10.31219/osf.io/3apj9

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