Optimization Of Offline And Online Marketing To Increase The Competitiveness Of Tette Chips As A Flagship Product Of Pamekasan

Enny  Irmawati; Damajanti  Sri Lestari; Anita  Asnawi; Liling  Listyawati

doi:10.98765/apjbet.v5i06.309

Enny Irmawati Dr. Soetomo University, Surabaya, Indonesia
Damajanti Sri Lestari Dr. Soetomo University, Surabaya, Indonesia
Anita Asnawi Dr. Soetomo University, Surabaya, Indonesia
Liling Listyawati Dr. Soetomo University, Surabaya, Indonesia

DOI: https://doi.org/10.98765/apjbet.v5i06.309

Keywords: Offline Marketing, Online Marketing, Competitiveness, MSMEs

Abstract

Tette Chips are a traditional culinary product from Pamekasan with strong cultural identity and significant potential to become a regional flagship product. However, increasing competition in the snack industry—driven by the rise of modern brands and changing consumer preferences—requires MSMEs to optimize both offline and online marketing strategies. This study aims to analyze the influence of offline marketing (X1) and online marketing (X2) on the competitiveness (Y) of Tette Chips. Using a quantitative explanatory approach, data were collected from 99 consumers who had purchased Tette Chips. The sampling technique used was accidental sampling, and data were analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression.

The results show that offline marketing has a positive and significant effect on competitiveness with a regression coefficient of 0.402 (sig. 0.000). Online marketing also has a positive and significant effect and is the most dominant variable, with a coefficient of 0.541 (sig. 0.000). The simultaneous test confirms that both variables significantly influence competitiveness (F = 8.936; sig. 0.000). The R Square value of 0.157 indicates that offline and online marketing explain only 15.7% of the variation in competitiveness, suggesting that other factors such as product quality, innovation, pricing, and brand image also contribute.

These findings highlight the importance of integrating offline and online marketing strategies to strengthen consumer perception, expand market reach, and enhance the competitiveness of traditional culinary products such as Tette Chips.