Connectivity Marketing Mix Integration and Digital Capabilities in Traditional Food Micro-Enterprises: A Case Study of Tempe Producers In Indonesia
DOI:
https://doi.org/10.61455/sicopus.v4i03.643Keywords:
marketing mix, digitalization, digital marketing, MSMEs, word of mouthAbstract
Objective: To analyze the 4Ps marketing mix at Tempe Pandawa and formulate a gradual digital transition suitable for its limited resources Theoretical framework: Integrates the marketing mix, word-of-mouth communication, brand visibility, and digital transition perspectives. Literature review: Previous studies show that traditional food micro-enterprises rely on product quality, affordable prices, proximity-based distribution, and interpersonal promotion, but often have limited brand visibility and digital market access Methods: An exploratory single-case study was conducted through semi-structured interviews with one owner and four customers, supported by business documentation from January to May 2026. Data were analyzed using a deductive 4Ps matrix and thematic comparison. Results: Tempe Pandawa maintains product quality, affordable pricing, and proximity-based distribution, while promotion remains dependent on direct communication and word-of-mouth. The findings reveal an asymmetrical marketing mix in which product, price, and place are established, but promotion has not translated local trust into broader brand visibility. Implications: Digital transition can be implemented gradually through stronger packaging identity, WhatsApp Business catalogs, point-of-sale mapping, simple digital content, and distribution expansion trials. Novelty: The study proposes a gradual digital transition framework that builds digital visibility and market access from existing marketing practices and local customer trust. Given the single-case design and five informants, the findings are analytically rather than statistically generalizable.
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