Analysis of Marketing Strategies in Maintaining the Competitiveness of J&C Cookies Bandung
Analisis Strategi Pemasaran dalam Mempertahankan Daya Saing J&C Cookies Bandung.
DOI:
https://doi.org/10.21070/jt7j0x23Keywords:
Marketing Strategy, Marketing Mix, Competitiveness, Food Industry, J&C Cookies Bandung.Abstract
General Background The food and beverage industry faces increasing market competition driven by corporate expansion and evolving consumer demands. Specific Background J&C Cookies Bandung operates within this dynamic market by implementing a 4P marketing mix framework covering product, price, place, and promotion. Knowledge Gap Although marketing mix performance is widely studied, empirical research analyzing specific 4P implementations to sustain competitive advantage in the cookie industry remains limited. Aims This study analyzes the marketing strategies applied by J&C Cookies Bandung to maintain business competitiveness. Results Findings from focus group discussions, direct observation, and documentation reveal that offering high-quality preservative-free products, setting quality-aligned prices, utilizing direct and digital distribution channels, and running active social media promotions significantly strengthen market presence. Novelty This work establishes a structured evaluation of omnichannel distribution combined with premium quality positioning for specialized local food enterprises. Implications The study demonstrates that systematic management of 4P elements directly enhances customer loyalty, brand awareness, and long-term business sustainability in competitive sectors.
Keywords: Marketing Strategy, Marketing Mix, Competitiveness, Food Industry, J&C Cookies Bandung.
Key Findings Highlights
-
Premium preservative-free product diversification strengthens customer trust and brand differentiation.
-
Value-based pricing combined with omnichannel distribution enhances market accessibility and consumer loyalty.
-
Active digital promotion drives brand awareness and sustains competitive position in the food market.
References
M. Asbari, "Pengaruh Strategi Pemasaran Industri Makanan dan Minuman di Indonesia: Systematic Literature Review," Jurnal Pemasaran, vol. 2, no. 2, pp. 11–24, 2026.
P. Kotler and G. Armstrong, Principles of Marketing, 18th ed. New York, NY, USA: Pearson, 2021.
P. Kotler and K. L. Keller, Marketing Management, 16th ed. New York, NY, USA: Pearson, 2022.
G. A. Christianti, "The Influence of Marketing Mix on Customer Satisfaction, Trust, and Loyalty," Jurnal Ilmu Manajemen dan Kewirausahaan, vol. 13, no. 6, pp. 4249–4260, 2025.
M. P. Auliya, D. K. Sari, and T. T. Nugroho, "The Role of Content Marketing, Online Customer Review and Social Media Marketing in Influencing Purchase Interest of Cakeable Sidoarjo Consumers," Jurnal Manajemen dan Bisnis, vol. 5, no. 1, pp. 1–18, 2024.
N. Herawati, "Analisis Literatur Tentang Strategi Pemasaran Mixue Dan Hubungannya Dengan Minat Beli Ulang Konsumen," Journal of Tourism and Economic, vol. 7, no. 2, pp. 188–193, 2024.
A. M. Y. Erni Fitriani, "Determinasi Kepuasan Pelanggan dan Loyalitas Pelanggan Dengan Harga dan Kualitas Produk Literature Review," Jurnal Ekonomi Manajemen, vol. 13, no. 2, pp. 75–86, 2022.
A. Fernandes, R. S. Seno, M. Miswanto, B. Siregar, and F. Biyanto, "Pengaruh Media Sosial, Iklan Online dan Promosi Terhadap Minat Beli Konsumen," Jurnal Media Informatika, vol. 6, no. 3, pp. 2110–2116, 2025.
W. F. Maulidin, S. Indriyani, and G. A. Famella, "Analysis of the 7P Marketing Mix and Strategic Recommendations Using an Omnichannel Approach: A Descriptive Study of Cooler City, Telukjambe Timur, Karawang," Journal of Industrial Management, vol. 11, no. 1, pp. 23–32, 2025.
R. Saputra, M. Aswan, and M. N. Armi, "Analisis Strategi Pemasaran Dalam Meningkatkan Daya Saing Perusahaan," Journal of Trends Economics and Accounting Research, vol. 3, no. 4, pp. 428–433, 2023.
M. E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York, NY, USA: Free Press, 1980.
S. P. Armadani, "Pengaruh Marketing Mix Terhadap Loyalitas Konsumen J&C Cookies di Surabaya," Jurnal Pemasaran Komersial, vol. 1, no. 1, pp. 26–34, 2019.
D. A. N. Akuntansi, "Strategi Pemasaran J & C Cookies Melalui Analisis TOWS," Jurnal Manajemen dan Akuntansi, vol. 3, no. 2, pp. 203–210, 2026.
Sugiyono, Metode Penelitian Pendidikan: Kuantitatif, Kualitatif, Kombinasi, R&D dan Penelitian Pendidikan. Bandung, Indonesia: Alfabeta, 2019.
I. Tanjung, "Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra Snack Stores," Journal of Marketing Studies, vol. 1, no. 2, pp. 125–133, 2021.
D. F. Yanti, D. Aring, H. Lestari, and R. Adawiyah, "Comparative Analysis of Offline and Online Marketing Mix for Jackfruit Chips and Banana Chips in the Local Processing Fruit Small Industry," Journal of Agricultural Economics, vol. 24, no. 2, pp. 19–36, 2025.
M. P. Auliya, D. K. Sari, and T. T. Nugroho, "Peran Content Marketing, Online Customer Review dan Social Media Marketing Dalam Mempengaruhi Minat Beli," Jurnal Riset Pemasaran, vol. 9, no. 1, pp. 59–76, 2023.
M. A. Muis, "Marketing Mix of 4P's for Customer Purchasing," Journal of Business and Consumer Research, vol. 3, no. 3, pp. 432–439, 2022.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2026 Putri Indra Wahyu Ningsih, Tofan Tri Nugroho, Imelda Priska Rahayu, Wanda Amalia, Muhammad Faisal Ardiansyah
This work is licensed under a Creative Commons Attribution 4.0 International License.
