Strategi Komunikasi Pemasaran Umkm Melalui Keunggulan Porsi Dan Penetrasi Harga Di Kawasan Kampus

Abstract

Warung Makan Nugroho is a local culinary micro-enterprise situated adjacent to Slamet Riyadi University (UNISRI), Surakarta. The establishment currently confronts challenges stemming from price competition, particularly amidst the rising cost of living for university students. This study addresses the socioeconomic disparity arising when student purchasing power aligns poorly with the average meal prices around the campus, which typically range from IDR 12,000 to IDR 15,000. This research aims to identify effective marketing communication strategies by leveraging the "Nasi Sayur Puas" bundled package—priced competitively at only IDR 7,000— to optimize sales volume. The methodology employed in this study is a descriptive qualitative approach, utilizing market information analysis and observation of consumer behavior within the campus vicinity. The analysis was conducted through market segmentation, targeting budget-constrained students who require substantial portion sizes, alongside a SWOT analysis to evaluate the strengths of competitive pricing and the potential threats posed by fluctuating raw material costs. The findings and discussion demonstrate that the "Porsi Kuli" (substantial portion) visual strategy implemented across digital media and outdoor banners during peak student hours significantly enhances word-of-mouth marketing. Furthermore, the "Harga Mahasiswa, Porsi Juara" (Student Prices, Champion Portions) campaign successfully established a robust brand image among local consumers. This study concludes that the integration of highly affordable pricing and strategic visual emphasis is critical for culinary MSMEs to penetrate and command markets within educational environments. This strategy positions Warung Makan Nugroho not merely as a dining venue but as an economic solution for university students in Surakarta.