PERENCANAAN STRATEGI BAURAN PEMASARAN (7P) PADA PRODUK PANGAN OLAHAN MENGGUNAKAN METODE SWARA DAN COCOSO (Studi Kasus: UMKM Araria)

Effective marketing strategies have become essential for business actors in responding to the increasing competition within the food sector. Araria, as one of the businesses operating in the food industry, still faces challenges in achieving sales targets due to suboptimal marketing strategies. This study employed the marketing mix approach and utilized the SWARA method to determine the importance weights of each 7P element, while the CoCoSo method was applied to rank the proposed marketing strategies. The results of the SWARA analysis indicated that the promotion (0,3466); price (0,2773); product (0,1848); people (0,1056); place (0.0528); physical evidence (0,0235); and process (0,0094). Furthermore, the results of the CoCoSo method indicated that the promotion criterion ranked first, with social media promotion identified as the best marketing strategy alternative. The price criterion ranked second, with setting prices according to consumers’ purchasing power as the preferred strategy. The product criterion ranked third, with improving product quality and taste as the best alternative strategy. The people criterion ranked fourth, with providing informative customer service identified as the preferred strategy. The place criterion ranked fifth, with selling products through e-commerce platforms as the recommended strategy. The physical evidence criterion ranked sixth, with the implementation of a value-based pricing strategy as the selected alternative. The process criterion ranked seventh, with providing clear purchasing information identified as the best marketing strategy alternative.