Marketing and Business Development Strategies for Tori Cakes to Enhance Consumer Satisfaction at Kios Dian, Anggeraja District, Enrekang Regency

Abstract

Kue Tori, as one of Enrekang’s traditional culinary products, has great potential for development; however, business actors still face several challenges, such as limited product innovation, suboptimal packaging quality, simple business management, a nd the underutilization of digital media. These issues affect product competitiveness and the level of consumer satisfaction, indicating the need for more well-directed business development strategies.

This research employs a descriptive qualitative approach with data collection methods consisting of in-depth interviews, observation, and documentation. The informants included the business owner, employees, local consumers, and visiting consumers, with a total of 10 informants selected through purposive sampling. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. Data validity was strengthened through source, method, and theory triangulation.

The results indicate that the marketing strategy of Kue Tori at Kios Dian has been implemented through maintaining product taste quality, affordable pricing, a strategic business location, and friendly service. However, promotional activities and product innovation still need to be improved, particularly through the use of social media and digital marketing. In terms of business development, supporting factors include distinctive taste, customer loyalty, and an easily accessible kiosk location. Meanwhile, inhibiting factors consist of limited capital, lack of packaging innovation, inconsistent product quality, and minimal managerial and technological training