ANALISIS PERAN STRATEGI PEMASARAN DALAM MEMBANGUN KEUNGGULAN KOMPETITIF  UMKM MAKANAN DI KOTA MEDAN

Rifqah Harahap

Rifqah Harahap

Keywords: Marketing Strategies, Food Micro, Small, and Medium Enterprises (MSMEs), Competitive Advantage, Medan City

Abstract

Micro, small, and medium-sized enterprises (MSMEs) in the food sector constitute a key economic sector and play a crucial role in driving regional economic growth, including in cities such as Medan. To survive and grow in an increasingly competitive business environment, micro, small, and medium-sized enterprises (MSMEs) must possess a competitive advantage. This study aims to analyze how marketing strategies function in providing competitive advantages for food MSMEs in Medan City. The research employs a qualitative approach with a descriptive research design. Data were collected from food MSME actors in Medan City through interviews, observations, and documentation. The findings indicate that food MSMEs can achieve competitive advantages through various marketing strategies, including product innovation, the use of digital media, competitive pricing, and improvements in service quality. Marketing strategies that are implemented consistently have been proven to enhance competitiveness, expand market share, and foster customer loyalty.

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