Marketing Strategy for Halal MSMES in Tulungagung District: Using the ANP Method Approach

Abstract

The present study investigates the marketing methods employed by halal producers situated in Tulungagung. These producers are distinguished in the market by their ability to rival national halal products. The ability to execute a successful marketing plan to boost product sales is essential to the survival of halal producers. A marketing mix consisting of product, pricing, promotion, and distribution is part of the developed marketing strategy. The study's findings support the notion that elements of the marketing mix have a positive correlation with customer satisfaction and boost sales. The analytical network process (ANP) approach is used to determine which halal producer marketing tactics are most important. These strategies include: (1) methods for creating product variations and improving the quality of halal products; and (2) strategies to increase market share, prices, and number of outlets.