Analysis of Marketing Strategies Improving Business Performance in Dimsum Berkah at East Kisaran District

Abstrak

This study aims to analyze the implementation of marketing strategies based on the 4P marketing mix, which includes product, price, place, and promotion, and its impact on improving the performance of the Dimsum Berkah business in Kisaran Timur District. The background of this study is based on the importance of MSMEs adapting to marketing strategies as a way to improve business performance. This study uses a qualitative approach with data collection techniques in the form of in depth interviews, field observations, and documentation. The results show that Dimsum Berkah actively applies marketing mix elements in its digital strategy, such as presenting the best and most attractive products (product), setting prices that are in line with market competition (price), utilizing online platforms for distribution (place), and conducting promotions through social media and collaboration with local Content Creators (promotion). The implementation of the 4P marketing mix has been proven to increase market reach, build better relationships with customers, and encourage increased sales and overall business performance. The conclusion of this study is that the integration of the 4P marketing mix strategy can be an effective step in developing a sustainable culinary business.