Analysis of Culture-Based Marketing Mix Strategies for MSMEs in Pantai Panjang, Bengkulu City

Abstract

This study aims to analyze the culturally-based marketing mix strategies implemented by Micro, Small, and Medium Enterprises (MSMEs) in the Pantai Panjang area of Bengkulu City. The research explores how the combination of marketing mix elements (product, price, promotion, place) integrates with the local culture of Bengkulu City in MSME marketing practices. Employing a qualitative method through case studies of MSMEs in Pantai Panjang, Bengkulu City, this study involves in-depth interviews and observations focusing on the integration of the marketing mix and local culture, particularly within the culinary, souvenir, and handicraft sectors. The findings indicate that incorporating local traditions, culinary arts, and cultural narratives into the culturally-based marketing mix positively impacts the competitiveness and sustainability of MSMEs, as viewed through the four elements of the marketing mix. This article provides recommendations for optimizing culture-based marketing to support the sustainable development of MSMEs.