Analisis Strategi Pemasaran Produk Sambel Tempong Dalam Pengembangan Usaha Kuliner Lokal

Abstract

This study aims to analyze the marketing strategy of Sambel Tempong products in supporting the development of local culinary businesses amidst increasingly competitive market conditions. Sambel Tempong is a traditional dish from Banyuwangi, known for its unique flavor and strong cultural value. Despite its significant market potential, the development of this business faces various challenges, both internal such as limited production capacity and weak branding and external, including competition from similar products and shifting consumer preferences. This research employs a descriptive qualitative approach through a literature review to examine the implementation of marketing strategies, including the use of digital marketing and SWOT analysis. The findings indicate that appropriate marketing strategies such as product differentiation, the use of social media, packaging innovation, and integrated promotional approaches can enhance competitiveness and expand the market reach of Sambel Tempong. Furthermore, marketing plays a crucial role in building customer loyalty and fostering adaptation to market trends. These findings highlight the importance of adaptive marketing strategies grounded in local potential to support the sustainability of traditional culinary businesses in the digital era.