Article
Analysis of the marketing mix strategy in increasing the sales volume of local culinary products
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 3 No. 3 (2026), hlm. 896–927
Abstrak
This study aims to determine the marketing mix strategy of Kukito local culinary products in increasing sales volume. The information sources for this research were obtained from one (1) key informant and four (4) supporting informants. Data collection methods used observation, interviews, and documentation. Data analysis methods used qualitative descriptive analysis. Data analysis techniques used an interactive model. The results of the study show that: (1) Product: Kukito has a unique advantage in that it is made from kabuto sweet potatoes (native to Southeast Sulawesi), is gluten-free and preservative-free, and comes in modern packaging. (2) Price: Cost-based pricing is considered competitive, affordable, and commensurate with product quality. (3) Place: Distribution is carried out through direct sales, souvenir shops, and social media, although distribution outside the region is still constrained by shipping costs. (4) Promotion: The use of Instagram, WhatsApp, and MSME bazaars is effective in building brand awareness, but sales are still fluctuating due to dependence on discount programmes. Overall, Kukito's marketing mix strategy has successfully increased sales volume gradually, but requires flavour innovation and expansion of distribution partners to achieve sustainable revenue stability.