Year: 2026 | Month: March | Volume: 13 | Issue: 3 | Pages: 270-278
DOI: https://doi.org/10.52403/ijrr.20260331
Marketing Mix of Amplang and Fish Crackers Products Produced by Sari Alami MSMEs
Maria Ulfah Riani1, Leila Ariyani Sofia2
Program Studi Sosial Program Studi Sosial Ekonomi Perikanan, Fakultas Perikanan dan Ilmu Kelautan, Universitas Lambung Mangkurat, Jl. A. Yani Km 36, Kota Banjarbaru 70714, Indonesia
Corresponding Author: Maria Ulfah Riani
ABSTRACT
Background: The “Sari Alami” Processing and Marketing Group or commonly called Poklahsar Sari Alami is an independent business that has been running for approximately 16 years with the main production of amplang and fish crackers with various types of fish, namely Flat, Snakehead, and Spanish Mackerel. Sari Alami is located at Jl. Bumi Berkat 8, RT.02/RW.01, Kemuning Village, South Banjarbaru District, Banjarbaru City, South Kalimantan. The purpose of this study is the marketing mix of Sari Alami crackers and amplang products so that they can expand the market later.
Materials and Method: The second method used is the literature study method which includes analysis of the marketing mix with observation method and interview method
Result and Conclusion: The product uses 3 different types of fish, namely Spanish Mackerel, Flat and Snakehead fish, various packaging sizes so that consumers have many choices and does not use preservatives so it only lasts 4 months so it is necessary to use natural preservatives without changing the taste and there needs to be innovation in terms of packaging so that it is not the same as similar products. The production site is located in a densely populated area and close to a university, although not yet on a main provincial road. Product prices are equalized between end consumers and wholesalers or resellers, and they compete with similar products, although they can be lower due to their current strong capital compared to MSMEs producing similar products. Promotion is solely carried out by resellers; they don't have their own promotional tools, so a dedicated admin is needed to manage promotional tools and online sales.
Keywords: amplang, fish crackers, sari alami
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