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Traditional marketing continues to prove its value for small businesses, even in an era dominated by digital platforms. A study published in 2026 by Ricardo Gading Marihot, Asmulyati Azhar, and Indria Sukma Sektiyaningsih from the Asmi Institute of Business and Multimedia (ASMI), Indonesia, found that the success of Tahu Bulat Bang Jo, a growing culinary MSME in North Jakarta, is driven by product quality, affordable prices, strategic sales routes, friendly service, and strong word-of-mouth communication. The research highlights how direct interaction with customers remains a powerful marketing tool despite the rapid growth of digital media.
Micro, Small, and Medium
Enterprises (MSMEs) play a vital role in Indonesia’s economy. They create jobs,
support local communities, and provide opportunities for entrepreneurship. As
digital technology continues to reshape consumer behavior, many businesses have
shifted toward social media and online marketplaces. However, some successful
MSMEs still rely heavily on face-to-face interactions and traditional sales
methods.
One example is Tahu Bulat Bang
Jo, a tofu snack business founded in 2025 in North Jakarta. Starting with a
single mobile cart, the business quickly expanded to eight carts and six
employees. Rather than focusing on digital promotion, the company built its
customer base through direct sales, personal interactions, and consistent
product quality.
The researchers wanted to
understand why this traditional approach continues to succeed. They conducted a
qualitative case study involving the business owner, mobile vendors, and
customers. Data were collected through in-depth interviews, field observations,
and documentation. The study focused on marketing practices, customer
interactions, product quality, pricing, service, and business challenges.
The findings revealed that product
quality is the most important factor behind the business’s success.
Customers consistently mentioned taste, freshness, and texture as the main
reasons for purchasing the product. One unique aspect of Tahu Bulat Bang Jo is
that the tofu is fried only when customers place an order. This allows
consumers to receive warm, crispy tofu that is fresh from the fryer. According
to the researchers, the product itself becomes a form of communication because
it directly demonstrates quality and consistency to customers.
Affordable pricing was identified
as another major strength. Customers felt that the price matched the quality
they received, making the product attractive for spontaneous purchases. The
study notes that low prices alone are not enough to guarantee success. Instead,
affordable pricing becomes more effective when combined with strong product
quality and a positive customer experience.
Location and route flexibility
also contribute significantly to the business’s performance. Unlike traditional
stores, Tahu Bulat Bang Jo uses mobile carts that move through residential
areas and community activity centers. This allows the business to bring
products directly to customers rather than waiting for customers to visit a
fixed location. Researchers found that these mobile routes function not only as
a distribution system but also as a form of marketing communication, increasing
product visibility throughout the community.
Another important factor is
interpersonal communication. Vendors interact directly with customers, answer
questions, respond to requests, and provide friendly service. These personal
interactions help create trust and allow the business to receive immediate
feedback from customers. According to the study, such communication is a
valuable marketing asset because positive customer experiences often lead to
repeat purchases and recommendations.
Word-of-mouth promotion emerged
as one of the most effective marketing channels. Many customers first learned
about Tahu Bulat Bang Jo through friends, family members, or neighbors. Because
recommendations come from trusted individuals, they often have a stronger
influence than traditional advertising. The study found that positive
word-of-mouth communication develops naturally when customers are satisfied
with product quality, pricing, and service.
The business owner’s experience
also plays an important role. The owner manages raw material procurement,
financial decisions, route planning, and overall operations. This hands-on
management approach enables quick decision-making and allows the business to
adapt to changing market conditions. However, the researchers noted that
increasing dependence on the owner could become a challenge as the business
continues to grow.
Despite its success, the business
faces several obstacles. Rising prices of raw materials such as tofu, cooking
oil, and gas increase production costs and put pressure on profit margins.
Competition from similar food vendors is also growing. Other challenges include
limited promotional activities, changing consumer preferences, and weather
conditions that can affect sales because the business relies on mobile carts.
Using a SWOT analysis, the
researchers identified key strengths, weaknesses, opportunities, and threats
facing the business. Major strengths include fresh products, affordable prices,
mobile distribution, and a recognizable sales identity. Opportunities include
dense residential areas and potential event-based orders. Weaknesses involve
limited promotion and simple financial record-keeping, while threats include
rising costs, competition, weather conditions, and shifting consumer tastes.
According to the authors, the
study demonstrates that traditional marketing should not be viewed as outdated.
Instead, it remains highly effective when aligned with the nature of the
product and customer expectations. For businesses such as Tahu Bulat Bang Jo,
direct customer experiences—including seeing the product fried, smelling the
aroma, and interacting with the vendor—create value that digital communication
cannot fully replace.
The researchers recommend
maintaining product quality as the top priority, improving financial
management, optimizing sales routes, standardizing service quality across
carts, and gradually integrating digital media as a supporting promotional
tool. They emphasize that digital marketing should complement rather than
replace successful traditional marketing practices.
For other culinary MSMEs, the
findings offer an important lesson: success is not determined by technology
alone. Strong products, excellent service, meaningful customer interactions,
and positive word-of-mouth communication remain fundamental drivers of sustainable
business growth.
Author Profiles
Ricardo Gading Marihot is
a researcher from the Asmi Institute of Business and Multimedia (ASMI)
and the corresponding author of the study. His work focuses on business
communication, marketing strategy, and MSME development.
Asmulyati Azhar is a
lecturer and researcher at the Asmi Institute of Business and Multimedia
(ASMI) with interests in entrepreneurship, business management, and
marketing practices.
Indria Sukma Sektiyaningsih
is a researcher from the Asmi Institute of Business and Multimedia (ASMI)
whose work explores communication, service quality, and business development
strategies.
Research Source
Marihot, R. G., Azhar, A., &
Sektiyaningsih, I. S. (2026). “The Success of Traditional Marketing of Tofu
Bulat Bang Jo MSMEs in North Jakarta.” International Journal of
Integrative Research (IJIR), Vol. 4, No. 9, pp. 807–824.
DOI: https://doi.org/10.59890/ijir.v4i9.1
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