Partnership Based Marketing Model (Partnership Marketing) For MSMEs Case Study of Bolu Cukke Rahmah Liliriaja District, Soppeng Regency

Abstract

This study aims to analyze the implementation of a partnership-based marketing model at the Bolu Cukke Rahmah MSME in Liliriaja District, Soppeng Regency, and to evaluate the effectiveness of mutualistic symbiosis between the MSME and travel drivers in supporting business sustainability. This study employs a descriptive qualitative approach with data collected through interviews, observations, and documentation. Informants include the business owner, employees, travel drivers, and consumers selected purposively. The results show that the partnership operates informally and is based on trust. Travel drivers act as promotional intermediaries by recommending the products to passengers, while the business provides rest facilities and refreshments as a form of appreciation. This partnership helps increase consumer purchases, expand market reach, and support business sustainability. The findings indicate that partnership-based marketing can be an effective strategy for MSMEs to increase sales without incurring high promotional costs.