KELAYAKAN BISNIS UMKM SNACK AFLAH DI BANJARNEGARA BERDASARKAN ANALISIS 4P

Abstract

This study aims to evaluate the feasibility of the Snack Aflah MSME in Banjarnegara using the 4P marketing mix approach: Product, Price, Place, and Promotion. Micro, Small, and Medium Enterprises (MSMEs) hold a vital role in supporting local economic development, so analyzing their strategies is crucial to ensure sustainability. The research methods include direct observation, interviews with the owner, and reviewing related documents. The findings show Snack Aflah’s strengths in taste quality and attractive packaging. Its prices are competitive, and although its current distribution is still limited, the business shows promising potential for wider market reach. One significant weakness lies in its promotional efforts, especially in utilizing digital marketing channels. Improving the effectiveness of digital promotion could expand its customer base. By optimizing the four elements of the 4P strategy simultaneously, Snack Aflah is seen as having strong prospects for sustainable growth and expansion, contributing positively to the regional economy in Banjarnegara.