ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN DAYA SAING UMKM SIOMAY DAN BATAGOR DI STADION MAULANA YUSUF

Abstract

This study aims to analyze the marketing strategies applied by siomay and

batagor MSME players in the Maulana Yusuf Stadium area, Serang City, and

evaluate their contribution to increasing business competitiveness. The method

used is descriptive qualitative with data collection techniques through in-depth

interviews with business actors. The results showed that the marketing strategy is

still conventional, relying on strategic location, taste quality, friendly service, and

cleanliness. Although they have not utilized digital media, business owners have a

good practical understanding of business management. This study concludes that

these simple strategies are quite effective in retaining customers, but not optimal

for market expansion. Therefore, assistance and training in modern marketing are

urgently needed so that MSMEs can sustainably improve competitiveness amidst

the growing market challenges.