Marketing Study of Sinar Jaya UD.'S Tauco in Padangsidimpuan Agkola Julu District (Padangsidimpuan City)

Abstract

This research adopted a qualitative descriptive method, gathering information through interviews, observations, and documentation involving business owners, staff, suppliers, and customers. The analysis of the data was performed using an interactive model that included data gathering, data simplification, presentation of findings, and drawing conclusions. The findings reveal that UD Sinar Jaya's marketing approach includes four aspects of the marketing mix (4Ps): the product, which features a unique flavor that isn’t overly salty; the packaging, which is uncomplicated yet clean and durable, designed according to production capacity and market needs, available in 5 kg and 7 kg options; the pricing strategy, which is competitive and reasonable for customers; promotion, which remains limited and primarily depends on word-of-mouth, product consignment to local stores, and direct selling to buyers (personal selling); and the location/distribution, positioned in a high-density area, despite its distance from city centers. The owner manages distribution directly using personal vehicles to minimize expenses and ensure product quality without involving intermediaries. This study concludes that UD Sinar Jaya's marketing strategy remains traditional yet effectively sustains the product’s presence in the local market. There is a necessity for expanded promotional efforts and the use of digital platforms to attract a larger audience and enhance the competitiveness of tauco products in the future