Product Competitiveness based on Consumer Perception: A Case Study of the Tahu Bakso Miwiti MSME in Bogor Raya

Alifia Wardahesa Syaniah; Safira Arafiah Alviani; Rezani Siregar; Siti Fauziah; Tifani Yazid Zidane; Rasidin Karo Karo Sitepu

doi:10.47134/umkm.v2i1.695

Authors

Alifia Wardahesa Syaniah IPB University
Safira Arafiah Alviani IPB University
Rezani Siregar IPB University
Siti Fauziah IPB University
Tifani Yazid Zidane IPB University
Rasidin Karo Karo Sitepu IPB University

DOI:

https://doi.org/10.47134/umkm.v2i1.695

Keywords:

Tofu Meatball, Competitiveness, Consumer Perception, MSMEs

Abstract

This study aims to analyze the competitiveness of the Tahu Bakso Miwiti product owned by PT. Nasa Boga Bogor based on consumer perceptions in the Bogor Raya area. The product competitiveness is evaluated through five main dimensions: quality, price, service, innovation, and distribution. The research employs a quantitative descriptive method with data collected via online questionnaires completed by 101 consumer respondents. The results indicate that the majority of consumers have a positive perception of the product’s quality, affordable and competitive pricing, fast service, and product flexibility that meets consumer needs. Tahu Bakso Miwiti holds a strong position in the local market with higher consumer preference compared to main competitors. These findings provide a foundation for developing adaptive marketing strategies oriented towards consumer needs to enhance product competitiveness in the local processed food market.

References

Badan Pusat Statistik Kabupaten Bogor. (n.d.). Number of micro and small enterprises by regency/municipality and legal form (unit), 2020–2022 – Statistical Table. https://bogorkab.bps.go.id

Badan Pusat Statistik. (2023). Statistics of MSMEs in Indonesia. Jakarta: BPS.

Kambey, F., Kindangen, P., & Pondaag, J. (2022). The effect of product quality and price on customer satisfaction in MSME The Mango Manado. Jurnal EMBA, 10(1), 123–134.

Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). Pearson.

Ministry of Industry of the Republic of Indonesia. (2023). Supporting the national economy, the food and beverage industry is accelerating digital transformation. Kemenperin. https://ikmbspjisby.kemenperin.go.id/index.php/web/newsDetail/749

Mubarokah, D., & Tamami, N. D. B. (2019). Competitiveness measurement and consumer perceptions of Tasikmadu starfruit in Tuban Regency, East Java. Jurnal Litbang Kebijakan, 13(2). https://doi.org/10.32781/cakrawala.v13i2.310

Putra, D. P., & Nasito, M. (2022). The effect of technology utilization on operational performance with process innovation as a mediator (A study on silver craft MSMEs in the Special Region of Yogyakarta). Indonesian Journal of Economics, Business, Accounting, and Management, 1(2), 41–53. DOI: https://doi.org/10.63901/ijebam.v1i2.10

Rahmawati, A. A., & Mulyo Aji, J. M. (2021). Consumer perceptions of instant tiwul products by “KWT Kenanga” in Ponorogo Regency. Jurnal Sosial Ekonomi Pertanian dan Agribisnis, 15(1), 45–52.

Rismanda, R., & Elsandra, Y. (2025). The influence of social media and product innovation as marketing tools on purchasing decisions in MSMEs selling trending snacks, with brand awareness as a mediating variable. Journal of Business Economics and Management, 1(3), 626–634.

Rubiyanti, R., Sri, T., & Wibowo, A. (2020). Entrepreneurship strategy and digital marketing of binahong tea products in Tawang, Tasikmalaya, West Java. DIKEMAS (Journal of Community Service), 4(1), 1–7. DOI: https://doi.org/10.32486/jd.v4i1.406

Sugiyono. (2018). Statistics for research. Bandung, Indonesia: Alfabeta.

Sugiyono. (2022). Quantitative, qualitative, and R&D research methods. Bandung, Indonesia: Alfabeta.

Sulistiyani, Pratama, A., & Setiyanto. (2020). Marketing strategy analysis in an effort to improve MSME competitiveness. Jurnal Pemasaran, 3(1), 31–39. DOI: https://doi.org/10.32493/jpkpk.v3i2.4029

Tambunan, T. (2012). The role of small and medium enterprises in the Indonesian economy. Jakarta, Indonesia: LP3ES.

Tsani, F. H. (2023). The influence of product quality, service, and price on customer satisfaction at Bakso Papa Teuku, Semarang. Jurnal Impresi Indonesia (JII), 2(10), 1–12.

Wandhasari, N. A., Harisudin, M., & Setyowati. (2022). The influence of product quality, price, and service quality on customer satisfaction. AGRISTA, 10(2), 1–12.

Wang, M., Liu, Y., Huang, D., & Wang, Y. (2020). How do service quality, value, pleasure, and satisfaction create loyalty to smart dockless bike-sharing systems? Revista Brasileira de Gestão de Negócios, 22(3), 705–728. DOI: https://doi.org/10.7819/rbgn.v22i3.4070

Wowor, B. M. E., Kindangen, P., & Pondaag, J. J. (2020). Product competitiveness analysis in the small and medium enterprise The Mango Manado. Jurnal EMBA, 8(4), 1–10. https://doi.org/10.35794/emba.v8i4.30899

Wulandari, A., & Kuntari, W. (2025). Analysis of the relationship between brand awareness and branding through Instagram on buying interest at CV Subang Aqiqah. JIMU: Jurnal Ilmiah Multi Disiplin, 3(2), 848–857.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. DOI: https://doi.org/10.1177/002224298805200302