Product Competitiveness based on Consumer Perception: A Case Study of the Tahu Bakso Miwiti MSME in Bogor Raya
Year: 2025
Type: article
Study design: Observational Study
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.
Authors: Alifia Wardahesa Syaniah, Safira Arafiah Alviani, Rezani Siregar, Siti Fauziah, Tifani Yazid Zidane, Rasidin Karo Karo Sitepu
Institution: IPB University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: hybrid
OpenAlex ID: W4410711979