Strategi Pemasaran Produk Olahan Ubi Jalar pada UMKM Sumber Makmur Kabupaten Sorong

Authors

  • Sitti Hadija Samual Universitas Pendidikan Muhammadiyah Sorong
  • Indra Irjani Dewijanti Universitas Pendidikan Muhammadiyah Sorong
  • Anggita Ekaningtyas Hermawan` Universitas Pendidikan Muhammadiyah Sorong
  • Aci Aprianto Universitas Pendidikan Muhammadiyah Sorong

DOI:

https://doi.org/10.32585/jase.v6i1.8546

Abstract

This study identifies and evaluates the marketing strategy of Sumber Makmur UMKM in marketing processed sweet potato products in Sorong Regency. A descriptive qualitative method was applied through observation, in-depth interviews, and documentation involving five purposively selected enterprise members. The data were analyzed using the 7P marketing mix and SWOT analysis. The results show that the enterprise is strengthened by quality local raw materials, a healthy product image, flavor variation, practical packaging, and affordable prices. Its main weaknesses are limited production capacity, uneven distribution, harvest-season dependence, and suboptimal digital promotion. Marketing strategy should therefore focus on production strengthening, digital promotion, wider distribution partnerships, and product differentiation

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Published

2026-07-15

How to Cite

Samual, S. H., Dewijanti, I. I., Hermawan`, A. E., & Aprianto, A. (2026). Strategi Pemasaran Produk Olahan Ubi Jalar pada UMKM Sumber Makmur Kabupaten Sorong. Journal of Agribusiness, Social and Economic, 6(1), 66–74. https://doi.org/10.32585/jase.v6i1.8546

Issue

Vol. 6 No. 1 (2026): Journal of Agribusiness, Social and Economic (JASE)

Section

Articles

License

Copyright (c) 2026 Sitti Hadija Samual, Indra Irjani Dewijanti, Anggita Ekaningtyas Hermawan`, Aci Aprianto

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