Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendukung pertumbuhan ekonomi lokal, termasuk di Kota Mataram yang memiliki potensi dalam industri olahan jamur. UD Kenanga sebagai salah satu pelaku UMKM menghadapi kendala dalam memasarkan produk sate jamur tiram, terutama pada aspek promosi, distribusi, dan penetapan harga. Penelitian ini bertujuan untuk menganalisis strategi pemasaran menggunakan pendekatan bauran pemasaran 4P (Product, Price, Place, Promotion). Penelitian ini merupakan studi deskriptif kualitatif yang dilakukan di UD Kenanga, Ampenan, Kota Mataram. Informan ditentukan secara purposive, dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa dari aspek produk, UD Kenanga menawarkan sate jamur dengan dua varian bumbu khas dan kemasan mika berlabel. Strategi harga diterapkan menggunakan pendekatan cost plus pricing, menghasilkan harga yang kompetitif. Distribusi dilakukan melalui penjualan langsung, partisipasi dalam bazar UMKM, dan pemanfaatan media digital. Promosi dilakukan melalui media sosial, WhatsApp Business, serta promosi dari mulut ke mulut. Kebaruan dari penelitian ini terletak pada fokus strateginya terhadap produk olahan jamur tiram oleh UMKM di Kota Mataram, yang belum banyak diteliti dalam konteks bauran pemasaran. Hasil penelitian memberikan kontribusi praktis bagi UMKM sejenis dalam merancang strategi pemasaran yang sesuai dengan karakteristik produk lokal dan perilaku konsumen. Marketing Strategy of Oyster Mushroom Satay of UD Kenanga Mataram City Abstract Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting local economic growth, including in Mataram City, which has potential in the mushroom processing industry. UD Kenanga, as one of the MSME players, faces challenges in marketing its oyster mushroom satay products, particularly in terms of promotion, distribution, and pricing. This study aims to analyze marketing strategies using the 4P marketing mix approach (Product, Price, Place, Promotion). This is a qualitative descriptive study conducted at UD Kenanga, Ampenan, Mataram City. Informants were selected purposively, with data collection techniques including observation, interviews, and documentation. The results of the study indicate that in terms of product, UD Kenanga offers mushroom satay with two unique sauce variants and labeled plastic packaging. Pricing strategies are implemented using a cost-plus pricing approach, resulting in competitive prices. Distribution is carried out through direct sales, participation in SME bazaars, and the use of digital media. Promotion is carried out through social media, WhatsApp Business, and word-of-mouth promotion. The novelty of this study lies in its strategic focus on processed oyster mushroom products by SMEs in Mataram City, which has not been extensively studied in the context of marketing mix. The research findings provide practical contributions for similar SMEs in designing marketing strategies that align with the characteristics of local products and consumer behavior.

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