Marketing Strategy of Culinary MSMEs: A Case Study of Martabak Manis Serigala in Adiwerna Tegal

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Tegal— Martabak Manis Serigala’s Marketing Strategy in Tegal Boosts Sales, but Digital Promotion Lags. Research led by Fatkhur Rokhman together with Rikko Saputra, Mas Yusuf Sugiarto, Mochamad Farhan Sastro Wijaya, and Sumarno published in January 2026 in the International Journal of Education and Life Sciences (IJELS).

The team, led by Fatkhur Rokhman with Rikko Saputra, Mas Yusuf Sugiarto, Mochamad Farhan Sastro Wijaya, and Sumarno, examined how the business applies its marketing strategy and why its sales continue to grow despite limited market expansion. The findings highlight the real conditions faced by local culinary MSMEs competing in an increasingly digital marketplace.

Flexible Products Tailored to Customer Preferences

Most martabak products are prepared based on customer requests. While standard menu options are available, buyers can customize toppings and portion sizes. The business offers classic or mini sizes as entry-level products, along with premium topping variants. This flexibility creates a personalized buying experience and helps the brand keep up with changing taste trends. Product variety plays a crucial role in maintaining consumer interest in a market where customers quickly seek novelty.

Low Pricing to Capture a Broad Market

Prices range from IDR 13,000 to IDR 25,000 per box. The IDR 13,000 price point for classic martabak reflects a penetration pricing strategy—keeping prices low to encourage trial purchases. Nearby competitors often charge higher prices. Although this approach results in thinner profit margins, it drives higher sales volume and strengthens the customer base. Payments can be made in cash or by debit card, adding convenience.

Strategic Location, Limited Distribution Channels

The outlet is located on Jalan Raya Singkil, a busy road easily found via Google Maps. Operating hours from late afternoon to evening match peak snacking times. However, distribution still relies heavily on walk-in buyers and orders via WhatsApp. The business has not fully utilized major food delivery platforms due to commission fees that are considered burdensome for small-margin MSMEs. As a result, its market reach remains largely local.

Promotion Relies on Word of Mouth

Promotional activities are mostly organic, using WhatsApp Status updates and customer recommendations. This method effectively maintains loyalty among existing buyers but is less effective in attracting new customers beyond Adiwerna. One key research finding shows that market growth is slowing due to limited digital exposure.

Consistent Sales Growth

Despite minimal digital promotion, sales show a steady upward trend:

2022: IDR 432 million
2023: IDR 540 million (up 25%)
2024: IDR 590 million (up 9.26%)

The increase is linked to affordable pricing, product variety, and repeat purchases from loyal customers. These figures indicate that the strategy is effective in sustaining growth, although not yet strong enough for large-scale expansion.

Fatkhur Rokhman and his team identify strong public interest and customer loyalty as key supporting factors. Major challenges include limited capital, intense competition, and underutilization of digital platforms. Without stronger online promotion, growth may remain confined to the local market.

Implications for Other MSMEs

The study offers lessons for many culinary MSMEs. Affordable pricing and flavor innovation can attract customers, but digital marketing determines market expansion in today’s environment. Researchers recommend expanding promotion to visual platforms such as Instagram, Facebook, and TikTok, collaborating with local food influencers, and applying special pricing strategies on delivery apps to protect profit margins. These steps could help businesses reach new consumers without losing existing ones.

Author Profiles

Fatkhur Rokhman, S.E., M.M. - Universitas Pancasakti Tegal
Rikko Saputra, S.E., M.M. Universitas Pancasakti Tegal
Mas Yusuf Sugiarto, S.E. Universitas Pancasakti Tegal
Mochamad Farhan Sastro Wijaya, S.E. Universitas Pancasakti Tegal
Sumarno, S.E. Universitas Pancasakti Tegal

Research Source

Rokhman, F., Saputra, R., Sugiarto, M.Y., Wijaya, M.F.S., & Sumarno. Marketing Strategy of Culinary MSMEs: A Case Study of Martabak Manis Serigala in Adiwerna Tegal.\ International Journal of Education and Life Sciences (IJELS), Vol. 4 No. 1, 2026.

DOI: https://doi.org/10.59890/ijels.v4i1.254

Official URL: https://ntlmultitechpublisher.my.id/index.php/ijels