MARKETING STRATEGIES IMPLEMENTED BY MICRO, SMALL, AND MEDIUM ENTERPRISES IN SURABAYA: A DESCRIPTIVE STUDY

Abstract

This study aims to describe the marketing strategies implemented by micro, small, and medium enterprises (MSMEs) in Surabaya, identify the use of social media, and examine the application of the marketing mix. A descriptive qualitative method was applied, focusing on food and beverage MSMEs in Surabaya that actively promote their products through social media, with the research conducted from April to August 2025. The findings indicate that MSMEs are still less optimal in managing their marketing strategies, which has an impact on sales volume. Although some MSMEs have shifted to digital platforms to expand market reach, the adoption is not yet widespread. The marketing mix practices include efforts to improve product quality, setting consumer-friendly prices, utilizing social media as an affordable promotional tool, and reducing distribution costs through collaboration with delivery services such as GoFood and GrabExpress. The study concludes that marketing strategies for MSMEs in Surabaya should emphasize digitalization and innovation. Combining online presence with personalized local approaches is considered an effective way to attract consumers and enhance competitiveness in a dynamic market environment.