Pengaruh Strategi Pemasaran terhadap Kinerja Industri Makanan dan Minuman di Indonesia
DOI:
https://doi.org/10.5555/ijosmas.v6i6.600Keywords:
Marketing strategy, MSMEs, food and beverage, digital marketing, systematic literature reviewAbstract
The food and beverage industry in Indonesia is a strategic sector dominated by Micro, Small, and Medium Enterprises (MSMEs) and contributes significantly to the national economy. This study aims to systematically examine the effect of marketing strategies on the performance of MSMEs in the food and beverage sector in Indonesia. The method employed is a Systematic Literature Review (SLR) of five relevant scientific articles, involving stages of identification, selection, evaluation, and synthesis of literature. The findings reveal that integrated marketing strategies combining the marketing mix (4P), digital marketing, and SWOT analysis have a significant impact on increasing consumer purchase intention, sales performance, and business competitiveness. Promotion, product quality, and transaction security are identified as dominant factors influencing purchasing decisions, while price is no longer the primary determinant. The study also highlights a shift in consumer behavior from price-oriented to value-oriented preferences. The novelty of this research lies in the development of an integrative conceptual framework linking marketing strategies, consumer behavior, and MSME performance into a systematic model. This study contributes theoretically by strengthening the concept of integrated modern marketing and practically by providing strategic recommendations for MSMEs and policymakers in accelerating digital transformation and enhancing the competitiveness of the food and beverage industry in Indonesia.
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