THE COMPARISON OF INDIGENOUS AND NON-INDIGENOUS MSMES TOWARD MARKETING STRATEGY (CASE OF SMES

Many MSMEs souvenirs of West Sumatra specialty food that have sprung up in West Sumatra make not all businesses run well because of business competition, where there are differences between MSMEs both in terms of quality and quantity. MSMEs food souvenirs in West Sumatra, especially in the city of Padang are usually dominated by non-native people who are non-native people of Padang who have long lived in the city of Padang. Therefore in this study, we want to find out how marketing is compared to native and non-native MSMEs in the city of Padang. Are there differences in activities and marketing strategies in native and non-indigenous MSMEs. In collecting data the method used by interviewing informants directly. The type of interview used in this study is a semi-structured interview which means the researcher already has a guideline regarding what information will be collected. From the results of research on marketing strategies and marketing activities carried out by MSME souvenirs of Minang typical foods owned by natives and non-natives have similarities and differences. Conclusions can be drawn as to why non-natives are more well-known than natives, because non-natives are more active in attracting consumers than indigenous MSMEs. Non-native MSMEs are able to provide convenience to consumers by way of ordering via online, telephone, and whatsapp, and can also be assisted by sending through the expedition from the MSME. MSMEs souvenirs from Minang special foods, especially indigenous people, need to develop the market, for example, providing delivery service. It is better to do more promotion for MSME souvenirs of Minang special foods both non-native and indigenous online, mass media, and electronic media so that they can reach more markets. GSJ: Volume 7, Issue 10, October 2019 ISSN 2320-9186 1240 GSJ© 2019 www.globalscientificjournal. com INTRODUCTION From a world-wide perspective, it has been recognized that the Preventing Small Micro Enterprises (MSMEs) play an important role in economic development, because they have become the main source of job creation and output growth, not only in developing countries, but also in developed countries (Tambunan, 2008 ). Over time, the role of Micro, Small and Medium Enterprises (MSMEs) has increasingly become more important in the development of the domestic economy because of their impact on employment and Gross Domestic Product (GDP). Indonesia is an agrarian country that is changing or developing towards an industrial country. In general, the role of the small business sector as the most important component in a nation's economy has a strategic value that can make a large contribution, when viewed from the economic structure of the Indonesian nation, including as a country undergoing a period of transition, namely the transition from an agrarian economic structure to an economic sector industrialist. Creative economy based on creative capital, human resources, has the opportunity to encourage the competitiveness of the Indonesian nation in the future. The development of MSMEs in Indonesia is one of the priorities in national economic development. MSMEs is a business potential that is highly promoted by the government, because the more people in entrepreneurship the better and stronger economy of a region because local resources, local workers, and local financing can be optimally absorbed and beneficial (Sudiarta, Kriya, & Cipta, 2014). West Sumatra is famous for good cuisine. In addition, West Sumatra is known as a creative economic region, especially MSMEs, especially souvenirs typical of West Sumatra (Heri, 2015). Many MSMEs souvenirs of West Sumatra special food that has sprung up in West Sumatra makes not all businesses run well because of business competition, where there are differences between MSMEs both in terms of quality and quantity. This causes the entrepreneurs of West Sumatra souvenir food must be able to survive with several things that must be considered in developing the business unit. This can be said to include promotion of new businesses, improvement of product and HR quality, availability of business development services, business network development, access to information, e-marketing, and others. MSMEs food souvenirs in West Sumatra, especially in the city of Padang are usually dominated by nonindigenous people who are non-indigenous people of Padang who have long lived in the city of Padang. Examples of ownership of non-indigenous communities such as keripik balado Sherly, Christine Hakim, and Rohana Kudus. However, there are indigenous people who also have MSME food souvenirs authentic of Minang in the city of Padang. Therefore, the writer wants to know how marketing compares to indigenous and non-indigenous MSMEs in Padang City. Based on the background and description above about MSMEs, how is the difference in marketing to indigenous and non-indigenous MSMEs. Are there differences in marketing activities and strategies in native and non-indigenous MSMEs.