Developing SME Marketing Strategies To Promote Business Sustainbility : Maumanik Accesories

Abstract

The growth of the fashion and accessories industry in Indonesia has experienced quite rapid development, particularly in the youth and teenager segments that prioritize uniqueness and personalization of appearance. This study aims to analyze the marketing strategy implemented by the handmade accessories MSME "Momanic" and to provide business development proposals based on the STP (Segmenting, Targeting, Positioning) approach and the 4P Marketing Mix (Product, Price, Place, Promotion). This research utilizes a qualitative descriptive approach through in-depth interviews with the business owner as well as operational observations. The results show that Momanic possesses a strong market potential through its handmade products, yet faces operational challenges regarding production time constraints and raw material quality standardization. Optimizing the marketing mix through the expansion of digital marketing on e-commerce platforms and planning a national exhibition proposal is considered crucial to strengthen the brand positioning and business sustainability amid the intense competition of the creative retail market.