Abstract
This research was conducted at the production house of the Sambal Bakar Cobek Bekasi micro, small and medium enterprise (MSMEs) at Plaza Taman Harapan Baru, North Bekasi which discussed matters related to the marketing mix. The purpose of this study was to analyze the application of the marketing mix to MSME Sambal Bakar Cobek. This study used qualitative method, the subjects of this study were its owners, employees, and customers, with data collection methods namely interviews, observation, and documentation so that they can dig deeper into the findings. Data analysis consisted of data collection, data reduction, data presentation, and verification of findings. The results of this study indicate that product innovation, pricing, selection of promotional media, and sales locations play an important role in determining marketing strategy.
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