STRATEGI PEMASARAN DALAM MEMPERTAHANKAN KEBERLANGSUNGAN USAHA UMKM LUMPIA BASAH DI KABUPATEN SUBANG

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector face increasingly intense competition, requiring appropriate strategies to maintain business sustainability. This study aims to identify the strategies implemented by wet spring roll (lumpia basah) MSMEs in sustaining their business operations. The research was conducted at a wet spring roll MSME located in Subang Regency, West Java. A qualitative approach was employed, with data collected through interviews. The findings indicate that business sustainability is influenced by menu innovation, online and offline marketing strategies, and consistency in product taste. Taste consistency is the primary factor in maintaining customer loyalty, supported by affordable pricing and an increasingly diverse menu. These findings are consistent with previous studies indicating that menu innovation and digital marketing have a positive effect on customer loyalty in culinary businesses. Therefore, maintaining product quality and utilizing digital media are key factors for the sustainability of wet spring roll MSMEs.