Income Performance and Marketing Strategy of Moringa- and Sorghum-Based Processed Products at UMKM MoriGe in Kupang City

Voisti Andini Amalo; Charles  Kapioru; Siska Elvani

doi:10.63922/ijebir.v5i06.7031

Voisti Andini Amalo Universitaa Nusa Cendana (UNDANA)
Charles Kapioru Universitas Nusa Cendana
Siska Elvani Universitas Nusa Cendana

DOI: https://doi.org/10.63922/ijebir.v5i06.7031

Keywords: Income, joint cost, marketing strategy, 7P, MSME, Moringa, sorghum

Abstract

UMKM MoriGe is a micro-enterprise in Kupang City that processes moringa and sorghum into three products: Sorghum Cookies, Moringa Cookies, and Moringa Tea. Because the products partly share raw materials, labor, and production facilities, the income of each product had not been known separately. This study aimed to determine the business income and the marketing strategy applied by UMKM MoriGe. A descriptive quantitative method supported by qualitative data was used, covering the January–June 2025 period. The internal sample consisted of 6 respondents (total sampling) and the consumer sample of 49 respondents (accidental sampling). Income was analyzed by allocating joint costs with the relative sales value method, while the marketing strategy was analyzed with the 7P marketing mix through consumer perceptions (Likert scale) and interviews with the owner. The results show a total revenue of IDR 154,976,000, a total production cost of IDR 90,116,151, and a total income of IDR 64,859,849. Moringa Tea generated the highest income (IDR 25,435,445), followed by Sorghum Cookies (IDR 21,390,951) and Moringa Cookies (IDR 18,033,453), because Moringa Tea had the lowest production cost. The overall 7P score was 3.98 (satisfied), with People scoring highest (4.20) and Promotion lowest (3.41). Promotion is the dimension most in need of improvement.

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