Analysis of Promotion in the Development Strategy of Business, A Source of Livelihood in Sipolu Polu Village, Panyabungan District, Mandailing Natal Regency

Abstract

This study aims to analyze the promotional strategies implemented by Sumber Rezeki Enterprises to develop its business, specifically in marketing its traditional regional food, kerupuk bola potong (bending crackers). This research employed a descriptive qualitative method with a case study approach. Data collection techniques included interviews, observations, and direct documentation with the owners, employees, and customers of Sumber Rezeki Enterprises. The study was conducted from March 2025 to July 2025. The results indicate that the promotional strategies employed are still traditional and do not utilize digital media optimally. Promotion is carried out passively through word of mouth without the support of visual promotional tools such as banners, brochures, catalogs, or social media. This results in limited market reach and the inability to reach new consumers outside the local area. A SWOT analysis revealed that Sumber Rezeki Enterprises' primary strengths lie in product quality and affordable prices, while its main weaknesses are the lack of specialized marketing personnel and limited digital marketing knowledge. Opportunities for development are wide open, given the increasing trend in local product consumption, access to e-commerce, and government support for MSME digitalization programs. The main threat faced is competition from similar businesses that have already implemented digital-based promotional strategies. Based on these findings, this study recommends various modern promotional strategies, such as digital marketing training, utilizing social media and e-commerce, improving packaging design, and collaborating with local influencers...