Marketing Mix Strategy Strengthens Chickinku MSME Competitiveness in Tasikmalaya’s Culinary Market
A 2026 study by Rida Parida Ramdani and Ernawati from Politeknik LP3I Tasikmalaya finds that the structured use of the marketing mix strategy (4Ps)—product, price, place, and promotion—has helped the Chickinku culinary MSME improve its market competitiveness, expand customer reach, and maintain consumer interest despite increasing competition in Indonesia’s fast-growing food sector. The research was published in the International Journal of Applied Economics, Accounting and Management (IJAEAM) and highlights how small culinary businesses can apply practical marketing strategies to survive and grow in crowded local markets.
The findings matter because Indonesia’s culinary MSME sector continues to expand rapidly, creating both opportunities and intense competition for small business owners. Practical marketing frameworks such as the 4Ps are becoming essential tools for sustainability and growth.
Rapid Growth of Culinary MSMEs Increases Competition
Indonesia’s food and beverage sector has experienced significant expansion in recent years. Government statistics cited in the study report that the number of culinary businesses reached 5.28 million units in 2024, reflecting an 8.71% increase from the previous year. At the local level, Tasikmalaya City recorded 28,248 MSMEs in 2024, up sharply from 17,512 in 2023.
This rapid growth has intensified competition among micro, small, and medium enterprises (MSMEs), particularly in the culinary sector. As a result, businesses must adopt structured marketing strategies to attract customers and maintain long-term viability.
Chickinku, a culinary MSME established in 2020 in Tasikmalaya, became the focus of the study because of its active expansion efforts through multiple branches, participation in culinary events, and adoption of digital marketing platforms.
How the Study Examined Chickinku’s Marketing Strategy
The research was conducted between February and March 2026 using a qualitative descriptive approach. The researchers collected primary data through:
- Direct observation of business operations
- In-depth interviews with the business owner and employees
- Documentation such as promotional materials and operational records
The researchers also conducted participant observation while engaging with the business environment, allowing deeper insight into Chickinku’s day-to-day marketing practices.
This method helped provide a detailed picture of how the marketing mix strategy operates in a real MSME setting rather than relying only on numerical data.
Key Findings: How Chickinku Applies the 4Ps Strategy
The study shows that Chickinku has successfully implemented most elements of the marketing mix strategy. However, one component—location—still requires improvement.
Product Strategy: Menu Variety Builds Customer Interest
Chickinku offers a diverse selection of food and beverage products, including:
- Drakor chicken menu variations
- 15 types of dim sum
- 7 beverage options
The business maintains product quality by using consistent ingredients and introducing menu innovations to prevent customer fatigue. This variety helps Chickinku remain competitive in a crowded culinary market.
Pricing Strategy: Affordable and Flexible for Students and Families
Pricing plays a central role in Chickinku’s market positioning. The study found that the business sets affordable prices aligned with local purchasing power, especially targeting:
- students
- college students
- general consumers
Additional pricing strategies include:
- promotional discounts during product launches
- platform-based delivery promotions
- support for both cash and QRIS digital payments
These approaches improve accessibility and convenience for customers.
Promotion Strategy: Social Media and Events Expand Market Reach
Promotion is one of Chickinku’s strongest marketing components. The business combines traditional and digital methods, including:
- Instagram and TikTok product content
- WhatsApp promotions and testimonials
- word-of-mouth marketing
- participation in Ramadan bazaars
- SunThai culinary events
- Pasar Mambo market activities
Chickinku also leverages digital food delivery platforms such as:
- GrabFood
- GoFood
- ShopeeFood
These platforms allow the business to reach customers beyond its physical store locations.
Location Strategy: Accessibility Remains the Main Challenge
Despite strong performance in product, pricing, and promotion strategies, location remains a limitation.
Chickinku currently operates three branches in Tasikmalaya:
- Gunung Sabeulah Argasari
- Sukarindik
- Mayasari Mall (third floor)
However, the study identified several constraints affecting customer comfort:
- limited dining space
- lack of dedicated parking areas
- reduced storefront visibility from the main road
- restricted operational workspace during peak hours
These factors could affect long-term competitiveness if not addressed.
Real-World Impact for MSMEs and Policymakers
The study demonstrates that structured implementation of the marketing mix strategy can significantly strengthen MSME competitiveness, particularly in Indonesia’s fast-growing culinary sector.
Key practical benefits identified include:
- improving customer attraction through product innovation
- strengthening purchasing interest with affordable pricing
- expanding market reach via social media and delivery platforms
- increasing brand recognition through event participation
For policymakers and business development institutions, the findings highlight the importance of supporting MSMEs with:
- infrastructure improvements
- digital marketing training
- strategic business location planning
Such support can help MSMEs compete more effectively in regional markets.
Academic Insight from the Researchers
According to Rida Parida Ramdani of Politeknik LP3I Tasikmalaya, the structured application of the marketing mix strategy has already strengthened Chickinku’s market position, but improvements in location accessibility remain essential to sustain competitiveness.
This insight reinforces the broader conclusion that marketing strategy success depends not only on promotion and pricing but also on customer convenience and physical accessibility.
Author Profile
Both authors specialize in marketing strategy implementation and small business competitiveness, with a focus on strengthening Indonesian MSMEs through practical research-based insights.
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