Strategi Bauran Pemasaran 4p Untuk Mendorong Daya Saing Teh Tarik Seroo Di Pekanbaru

Abstrak

This Community Service Program (PKM) aimed to implement the 4P marketing mix (Product, Price, Place, and Promotion) as a strategy to enhance the competitiveness and sustainability of Teh Tarik Seroo MSME in Pekanbaru. The method employed was a descriptive qualitative approach with a participatory model, involving the PKM team directly in problem identification, data collection, and solution formulation in collaboration with the business partner. The results indicate that the implementation of the 4P marketing mix had a positive impact on increasing consumer interest, expanding market reach, and improving perceptions of product quality. Overall, the 4P strategy proved effective in supporting MSME development and competitiveness.