Abstrak

Micro, Small, and Medium Enterprises (MSMEs) face increasing competition amid changes in consumer behavior and the development of digital communication. Nevertheless, some culinary MSMEs continue to rely on direct and traditional marketing practices. This study aims to analyze the factors supporting the success of traditional marketing implemented by Tahu Bulat Bang Jo in North Jakarta, identify the dominant factors, and examine the obstacles encountered in maintaining business sustainability. This researchemployed a descriptive qualitative approach using a case study design. Data were obtained through in-depth interviews, field observations, and documentation involving the business owner, mobile vendors, and customers. Data were analyzed through data reduction, data display, conclusion drawing, and SWOT analysis. The findings indicate that product quality, affordable prices, strategic sales locations, service quality, owner experience, and word-of-mouth communication support business sustainability. Productquality emerged as the most dominant factor, particularly through the consistency of taste, freshness, and direct frying before serving. Strategic routes and direct interpersonal communication also strengthen customer engagement. The main obstacles are raw material price increases, competition, limited promotion, changing consumer preferences, and weather conditions. The study contributes to understanding how interpersonal communication and traditional marketing remain relevant for culinary MSMEs

Detail Dokumen