Sustainable Marketing Empowerment for Tangerang’s F&B MSMEs Through the 4P Approach

Abstract

Tangerang's local economy relies heavily on MSMEs, particularly in the food and beverage industry. However, these businesses typically face significant challenges, including intense competition, limited resources, and a reluctance to adopt contemporary marketing techniques. Through the use of the 4P marketing mix—Product, Price, Place, and Promotion—this study investigates how culinary MSMEs in Tangerang are implementing sustainable marketing strategies. Selected MSME owners and local stakeholders participated in focus groups, observations, and interviews as part of a qualitative-descriptive data collection process. The findings reveal the need for MSME in Tangerang to create product uniqueness and diversification, have a pricing strategy according to the target market buying power, having a digital distribution channel, adding more selling point for the businesses and digital-based promotional efforts.