Small Cake Business in Tasikmalaya Boosts Sales with Simple 7P Marketing Strategy
A 2026 study by Asep Saepul Milah and Yudi Kurniadi from Politeknik LP3I Tasikmalaya reveals how a small home-based cake business, Mom Ecih Cake MSME, uses a basic but effective 7P marketing mix to attract and retain customers. Published in the International Journal of Global Sustainable Research, the research highlights how even simple marketing strategies can support competitiveness in Indonesia’s fast-growing micro, small, and medium enterprise (MSME) sector.
The findings matter because MSMEs remain a backbone of Indonesia’s economy, yet many struggle to compete in increasingly crowded markets. This study shows practical ways small businesses can improve marketing performance without large budgets or advanced technology.
Growing Competition Pushes MSMEs to Adapt
Indonesia’s culinary sector—especially homemade and traditional food businesses—has expanded rapidly in recent years. Consumers now have more choices and higher expectations, from product quality to service and convenience.
In this environment, businesses like Mom Ecih Cake in Tasikmalaya must compete not only on taste but also on pricing, accessibility, and digital presence. The research emphasizes that the marketing mix—originally known as the 4Ps (product, price, place, promotion) and expanded to 7Ps—has become a key tool for MSMEs to stay competitive.
How the Study Was Conducted
The researchers used a qualitative descriptive approach to understand how the marketing mix is applied in real business conditions. Data was collected through:
- In-depth interviews with the business owner and customers
- Direct observation of business operations
- Documentation such as product photos and promotional materials
The analysis followed an interactive model, including data reduction, presentation, and conclusion drawing. This method allowed the researchers to capture both business practices and customer perceptions in detail.
Key Findings: Simple Strategy, Real Impact
The study found that Mom Ecih Cake MSME has implemented all seven elements of the marketing mix, though in a relatively simple way.
1. Product: Variety and Quality Drive Demand
The business offers a wide range of traditional and modern cakes with different flavors and designs. Customers report that the products are tasty, visually appealing, and suitable for various occasions.
2. Price: Affordable and Competitive
Prices are set based on production costs and consumer purchasing power. Customers perceive the pricing as fair and aligned with product quality. Flexible pricing, such as discounts for bulk orders, helps build customer loyalty.
3. Place: Accessible Location and Online Orders
The business operates in an easily accessible area while also accepting orders via digital platforms like WhatsApp. This combination improves convenience for customers.
4. Promotion: Digital but Inconsistent
Promotion relies mainly on WhatsApp, Instagram, and word-of-mouth. While effective in reaching customers quickly, the strategy lacks consistency and creative content, limiting its full potential.
5. People: Friendly and Responsive Service
Customer service is handled directly by the owner, creating a personal and positive experience. Customers describe the service as communicative and responsive.
6. Process: Simple but Efficient
Orders are typically made first, then produced and delivered. The process is easy for customers, although delays can occur during large orders.
7. Physical Evidence: Packaging Needs Improvement
Products are clean and neatly presented, but packaging remains simple. Improved packaging could enhance brand perception and attract more buyers.
Evidence from the Field
Visual documentation in the study strengthens these findings.
- A photo on page 8 shows a wide variety of packaged cakes displayed neatly, highlighting product diversity.
- A transaction process image on page 9 illustrates how orders are recorded manually alongside digital communication, reflecting a hybrid system.
- A location photo on page 9 confirms that the business operates in a residential yet accessible area.
These visuals demonstrate how traditional and modern practices coexist in small-scale businesses.
Challenges Facing the Business
Despite positive results, the study identifies several limitations:
- Inconsistent digital marketing efforts
- Limited human resources and time
- Increasing competition in the culinary sector
- Basic packaging that reduces visual appeal
As one business owner explained, promotion and time management remain the biggest obstacles, especially when operations are handled independently.
Real-World Impact for MSMEs
The research offers practical insights for small businesses across Indonesia and similar markets:
- Digital marketing matters: Even basic use of platforms like WhatsApp and Instagram can significantly improve reach.
- Customer experience is key: Friendly service and simple processes can build loyalty without high costs.
- Packaging influences perception: Upgrading packaging can increase product value and competitiveness.
- Consistency drives growth: Regular promotion and branding are essential for long-term success.
For policymakers and institutions, the findings highlight the need for training programs in digital marketing, business management, and product development to support MSMEs.
Academic Insight
Milah and Kurniadi emphasize that while the marketing mix at Mom Ecih Cake MSME is still simple, it already plays a crucial role in attracting customers and sustaining the business. They note that improvements in digital promotion, product innovation, and packaging could significantly enhance competitiveness.
Author Profiles
Asep Saepul Milah is a researcher affiliated with Politeknik LP3I Tasikmalaya, specializing in marketing strategy and MSME development.
Yudi Kurniadi is also affiliated with Politeknik LP3I Tasikmalaya, with expertise in business management and applied marketing practices in small enterprises.
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