AN ANALYSIS OF ENTREPRENEURIAL CHARACTERISTICS AND MARKETING STRATEGIES IN PROMOTING BUSINESS SUCCESS

A CASE STUDY OF THE CHIPS BUSINESS IN KADINDI VILLAGE

Abstract

This study aims to analyze entrepreneurial characteristics and marketing strategies in driving business success in the chip business in Kadindi Village, Dompu. The chip business is a form of economic activity engaged in the production and sale of snacks in the form of chips, made from basic ingredients such as cassava, banana, sweet potato, taro, and other ingredients. This type of research uses a descriptive method and a qualitative approach. Data collection was carried out through observation, in-depth interviews, and documentation. The existing data include the results of interviews with chip business actors in Kadindi Village. The focus of the study includes identifying entrepreneurial characteristics, evaluating marketing strategies, and obstacles to achieving business success. The results show that entrepreneurial characteristics, such as perseverance, motivation, hard work, self-confidence, and the courage to accept risks, have an important role in driving business success. In addition, a marketing mix-based marketing strategy (product, price, place, and promotion) has been implemented, although still on a small scale and limited to social media. The main obstacles faced include limited capital, limited market access, and competition. This study concludes that developing adaptive entrepreneurial characteristics and innovation in marketing strategies can increase the success of the chip business in Kadindi Village.