Sector effort micro small and medium enterprises (MSMEs) have role important in economy national, however performance considered not yet maximum in contribution to income national. MSMEs become proven container enough effective in reduce unemployment. SMEs can absorbs 97% of the total energy existing work. MSMEs are effort congested works that don't need precondition special that is level education, expertise employee with relative business capital requirements low, as well use simple technology [1]. The results of the 2016 Economic Census stated that SMEs are capable absorb power work more of 59 million people or around 75.33 percent of the total power non- agricultural work with average absorption power work per business unit is 2 person for category industry processing scale effort micro [2]. A large number of MSMEs compared straight with many field jobs in Indonesia so that MSMEs have share big in absorption power work. SMEs help accommodate many workers who have level education low [3]. The existence of MSMEs in a area on one side reflect development soul entrepreneurship in the area such, however effort micro small often Becomes choice opportunity business final for those who haven't get profession or forced To do activities so you can produce income for endure live [4].

The field of SMEs is very diverse among them is industry processing product agriculture or known with agroindustry, which is one from six subsystem agribusiness. Subsystem agribusiness covers provision means production and equipment, business farming, processing results or agroindustry, marketing, facilities and development. Activity agribusiness started from the production process, processing results, marketing and activities management. Industry processing product agriculture could increase score add and quality commodity, expanding field work and opportunities trying [5]. One agroindustry downstream processed food is industry crackers, with ingredient raw flour tapioca and yield other agriculture as ingredient addition like onions, vegetables nor results fishery. Shrimp crisp often consumed as snack main menu supplement everyday and have score economical as well as good prospect for developed.

Sidoarjo known as city effort micro. Amount effort micro in the district Sidoarjo in 2019 as many 207,664 units effort with group effort biggest is field food and drink. Because of that effort micro Becomes priority development for Regional Government. One commodity processed results agriculture made from base flour from effort prominent micro in Sidoarjo is crackers. Based on data from the Department of Industry and Trade Regency Sidoarjo, available center industry crackers on some location effort among others:

• Crackers Center Village Tlasih, Janti and Kepadangan (Tulangan District)

• Village Fish Cracker Center Kedungrejo (Jabon District),

• Crackers Center Village Krembung, Rejeni and Kandangan (Krembung District)

• Crackers Center Village Jatikalang (Prambon District)

• Crackers Center Village Banjarbendo (Sidoarjo District),

• Crackers Center Village Tambakrejo (Waru District)

• Crackers Center Village Balongdowo, (Candi District).

Industrial center micro, small and medium is something area or location certain where there is bunch perpetrator effort, fine individual as well as business entities, from scale house ladder until manufacturer in one location or place and use ingredient raw materials, facilities, the same production process, as well as   produce product kind. Scope activity center industry is make or produce product own, process or pack repeat so that Becomes product with score plus as well as have prospect as center development effort micro, small and medium.

Production center crackers in the village Tambakrejo Waru District, Regency Sidoarjo located in Tambakbulak Hamlet namely RT 01 and RT 02, RW III and in Tambaksari Hamlet RT 04 RW II, is one of the center effort micro shrimp crisp based effort house stairs that have going on During around 25 years with amount still craftsmen active more less than 16 attempts hanging micro income on business this, fine as producer nor as employee. Type product the resulting crackers moment this is shrimp crisp pulley onion raw. Producer crackers in the village Tambakrejo actually capable produce shrimp crisp other types like Payus fish crackers, milkfish crackers, snakehead fish crackers, crackers shrimp paste, crackers soya bean as well as modification shrimp crisp pulley onion if there is request. Production process shrimp crisp use equipment simple with power work from family and citizens around. production average shrimp crisp pulley onion raw each house ladder ranging from 50 to 150 kilograms per day depends request and weather and packed in packaging plastic clear 5 kilograms (1 bale) accompanied with simple labels.

Most shrimp crisp pulley onion marketed through trading wholesalers, fryers and some small through retail. Trading wholesale (wholeselling) is all engaging activity sale goods and services to buying party for for sale return or usage business. Retail is all the activities involved in sale goods and services in a manner direct to consumer end, for usage personal, includes non-store retailing and retailing shop [6].

Product shrimp crisp there are many competitors in the market with the same kind nor different like shrimp crisp snails, crackers roses, crackers white, crackers seblak, crackers sticks and others with competitive price, so consumer have many alternative choice. Request shrimp crisp pulley onion Tambakrejo actually always there is however with offer price relatively more inexpensive from product competitor so that gains small. Product shrimp crisp pulley onion still difficult for sale with more price tall and many party through which to arrive to consumer end. This be one because why center production shrimp crisp Village Tambakrejo District of Waru Regency Sidoarjo tend not yet develop optimally (grade up) and yet seen impact on improvement level life perpetrator effort. Producers operate effort as routine for Fulfill needs day -to- day, producing and selling in accordance request. Support and coaching from Government, BUMN, cooperatives and institutions long private this has conducted not optimal and yet show significant impact.

This among other things related with attitude producer in develop effort and effectiveness of the mix strategy implemented marketing mix During this. Mix strategy marketing is an internal strategy promote product from perpetrator effort to be able compete covers aspects of product strategy, pricing strategy, distribution strategy, promotion strategy, process strategy, people strategy and evidence strategy physical. Based on description condition the so looked at need to do identification application mix center marketing effort micro crackers in Tambakrejo for formulate a mix strategy proper marketing, remember effort crackers in the village Tambakrejo have potency for developed. The goal is for his business to go up in class so that could maintain continuity business, increasing sales volume crackers, increase profit, and expected more develop so that impact on improvement level life perpetrator effort.

This study aims to analyze the perceptions of business actors on the strategy of the marketing mix and to formulate an appropriate marketing mix strategy in the development of micro cracker business centers in Tambakrejo Village, Waru District, Sidoarjo Regency.

Election location study conducted in a manner on purpose in the Village Tambakrejo Waru District, Regency Sidoarjo precisely in Tambakbulak Hamlet, RT 01 and 02 RW 03 and in Tambaksari Hamlet RT 4 RW 2 with consideration  that selected location is center production potential crackers for developed. Besides that a number of effort coaching and mentoring conducted not yet show impact significant progress. The total sample of farmers used in this study was 20 sample farmers with a distribution of 10 sample farmers receiving PUAP with smooth payments and 10 sample farmers with bad payments. The sampling technique for business actors respondents is non-probability sampling, namely saturated or census sampling, namely all micro cracker business actors in the micro cracker business center in Tambakbulak Hamlet, RT 01 and 02 RW 03 and in Tambaksari Hamlet RT 4 RW 2, Tambakrejo Village, Waru District, Sidoarjo Regency with a total population of 16 people. As for expert respondents, the sampling technique used is non-probability sampling using a purposive sampling approach, in which respondents are selected with certain considerations, namely having the knowledge and information needed to capture stakeholder opinion regarding the marketing mix strategy in cracker business development through interviews, discussions and filling out questionnaires. The number of expert respondents was 10 people consisting of elements from Tambakrejo Village, Waru District (4 people), community leaders (3), the Office of Cooperatives and Micro Enterprises of Sidoarjo Regency (1 person), Waru District (1 person), Regency Industry and Trade Office. Sidoarjo (1 person).

To answer the objective, namely knowing the perceptions of business actors on the application of the marketing mix applied in the development of micro-small cracker center businesses, an instrument in the form of an attitude scale questionnaire, namely the Likert scale, was used. The way to calculate the score is as follows:

Total Score for Each Criterion:

Achievement Score (5,4,3,2,1) x Number of Respondents

(1)

Total Score:

∑Total Total Score of Each Criterion 

(2)

Average Total Score:

Total Score / Number of Respondents 

(3)

Determination of the level of perception was grouped by quantitative descriptive analysis into five categories, namely very bad, bad, not good, good and very good, and categorized based on intervals. According to Mangkuatmojo (1997) the value of the interval can be obtained from the following formula:

After the interval (i) and category limits (k) are known, the next step is to create classes to classify the level of perception of business actors in micro-small cracker business centers .

Mix strategy formulation marketing in development center effort micro small shrimp crisp analyzed with method SWOT analysis, abbreviation of Strengths (strengths) and Weaknesses (weaknesses) of the internal environment as well as Opportunities (opportunities) and Threats (threats) of the environment external [7]. The SWOT matrix describes opportunities and threats faced externally organization that can customized with own strengths and weaknesses. The SWOT matrix consists of on four quadrant, where each quadrant load each of the strategies. Mix strategy formulation marketing in development center effort micro small shrimp crisp analyzed through three Step implementation data analysis, namely:

• Stage input (input)

• Stage matching (The Matching Stage)

• Decision Stage

Perception of Cracker Business Marketing Mix Strategy

Perception is impressions obtained by individuals through five sense then analyzed (organized), interpreted and then evaluated, so individual the obtain meaning [8]. Perception perpetrator effort to application mix center marketing effort micro shrimp crisp Village Tambakrejo. For knowing perception perpetrator effort to application mix center marketing effort micro shrimp crisp Village Tambakrejo namely:

• Perception perpetrator effort to variable product, price and people cover 6 indicators,

• Perception perpetrator effort to variable place and process includes 5 indicators,

• Perception perpetrator effort to variable promotion includes 4 indicators, 

• Perception perpetrator effort to variable proof physique includes 3 indicators.

To formulate the right marketing mix strategy, it starts from self-evaluation. To what extent are the perceptions of business actors regarding the implementation of the marketing mix strategy which includes product, price, place, promotion, process, people and physical evidence of business development. Self-evaluation is important as a first step for business actors by looking objectively at the internal and external conditions of the environment in order to determine a marketing mix strategy that is in line with current developments. The Tambakrejo cracker micro business center is an area that produces and sells cracker products. Perceptions of business actors on the marketing mix in the development of micro cracker business centers in Tambakrejo Village are shown in Table 1 and the score for the perceptions of business actors can be seen in Appendix 5.The marketing mix strategy carried out by business actors at the micro cracker business center in Tambakrejo Village is to attract consumers' interest with products that suit consumers' wishes, competitive prices, always available and fast delivery orders, as well as maintaining product quality.

Business actors' perception of the cracker product mix is good, with   a perception score of 24.37 or 81.25%.

Table 1: Acquired Perception Scores of Business Actors for Each Aspect of the Marketing Mix and Overall

Source: Primary data analysis, 2022

Table 2: Strengths, Weaknesses, Opportunities and Threats in Cracker Micro Business Centers in Tambakrejo Village

Figure 1: Matrix of Position Marketing Mix Marketing Strategy for Cracker Micro Business Centers in Tambakrejo Village

Table 3: Evaluation Matrix of Internal Strategic Factors and External Strategic Factors

The product mix includes the use of ingredients in the manufacture of crackers, types, flavors, distribution permits, packaging, labels, shapes and brands. The marketing mix strategy on the product aspect is to provide cracker products what is wanted and neededconsumers according to the target market. The Tambakrejo cracker micro business center is an area that produces and sells cracker products, namely raw pulley crackers with 5 kg and 1 kg packaging, but the best selling is the 5 kg packaging, so that most of the raw pulley cracker products are packaged in 5 kg.

Based on the perceptions of business actors in the Tambakrejo cracker micro business center, the marketing mix strategy for the price aspect as shown in Table 1 is good, namely with a perception score of 22.5 or 75%. The pricing strategy applied is that prices are affordable and competitive, there are discounts for large purchases and payments are easy and fast. This is consistent with research by Coal and Hidayat which states that partially and simultaneously pricing variables have a positive and significant effect on sales levels.

The marketing mix strategy for the promotion aspect at the Tambakrejo cracker micro business center has not been optimally implemented so far. Based on the responses of the cracker business actors as shown in table 1, the perception promotion aspect is moderate/neutral with a perception score of 12.37 or 64.69%. The Tambakrejo cracker micro business center has not carried out special promotional activities to market its products and has not set aside a promotion budget. Business actors have not carried out promotions either by participating in exhibitions or through social media. According to Yuniarsih, perpetrator effort must have ability for manage online promotion and marketing.

The place effort center shrimp crisp Tambakrejo enough strategic in a manner geographic, easy reach and have known by the public local. Besides It is also supported by adequate infrastructure for support activity distribution. Table 1 explains that perception perpetrator effort to the place effort is good that is with score perception of 20.5 or 82%. Mix strategy marketing on the aspect the place covers location business and distribution product to consumer. Good business location is the location where it is strategic and efficient, because make it easy range consumers who will buy product and share perpetrator effort could make it easy distribution sales.

Based on Table 1 is obtained that perception perpetrator effort to mix marketing aspects of people implemented by the center effort micro shrimp crisp Tambakrejo already walk well, that is with score perception of 24.63 or 82.08%. This among others with exists experience, sharing agreed tasks, is process, finance, administration, buying and selling so that could serve consumer appropriate time and earn trust as well as loyalty consumer. Perpetrator effort has applied management management however still very simple, give service best and right time, energy work that has been experienced, too guard connection good with interested parties good inside environment center, with suppliers, buyers and governments as well as exists cooperation between manufacturer.

Table 1 explains that perception perpetrator effort to mix marketing business process aspects shrimp crisp is very good that is with score perception of 21.44 or 85.75%. Perpetrator effort shrimp crisp attempted for permanent give quality product, fit with wants and needs consumer with existing experience as well as appropriate time. In process matters general still need improvements to comply processing method requirements Food Good Processing (GMP), especially for sanitation as well as resolve obstacle weather. In fact quantity production could optimized however there is limited capital, equipment, manpower work, as well obstacle weather. Mix strategy marketing process aspects have impact period length on efficiency, flexibility, costs incurred, as well quality the resulting product.

According to perception perpetrator effort to implementation of mix strategy marketing from aspect proof physique as table 1 is good that is with score perception of 11.5 or 76.67%. Condition center enough clean, comfortable and unique, however still need improvement to be more growing. Not available yet arrangement neat product with name and price product, for convenience consumer in choose and know information products available, both on site as well as on marketplaces. Besides that not yet available land adequate parking for consumer because be in the middle settlement citizen.

Table 4. SWOT Matrix Marketing Mix Development Strategy for Cracker Micro Business Centers in Tambakrejo Village

Source: Data analyzed, 2022

Table 5: Analysis results Matrix Quantitative Strategy Planning Matrix (Quantitative Strategy Planning Matrix , QSPM) in Micro Business Centers Shrimp crisp Village Tambakrejo

Source: Data analyzed, 2022

Cracker Business Marketing Mix Development Strategy

The formulation of strategic alternatives consists of three stages, namely: (1) identification of internal and external factors obtained through interviews; (2) the merger stage; and (3) the decision-making stage. The method used in formulating the strategy is SWOT analysis (Strength, Weakness, Opportunity, Threat) in the Marketing Mix of Micro Business Centers Puli Onion Crackers in the Village Tambakrejo District of Waru Regency Sidoarjo .

Based on the results of observations, interviews and discussions, several strategic factors were obtained for developing the marketing mix of micro cracker business centers in Tambakrejo Village. Identification of the marketing mix's internal environmental factors includes strengths and weaknesses while the external environment includes opportunities and threats. The results of the identification of the marketing mix and based on the analysis of the internal environment of the centers obtained the factors that are the strengths and weaknesses of the Tambakrejo cracker business center as shown in Table 2.

After knowing the internal and external factors in the Marketing Mix of Micro Business Centers Puli Onion Crackers in the Village Tambakrejo District of Waru Regency Sidoarjo , the next stage of data collection, the model used is the Internal Strategic Factor Matrix (IFAS) and the External Factor Matrix (EFAS). Internal factors (IFAS) there are 8 indicators of strength (strength) and 8 indicators of weakness (weakness), external factors (EFAS) there are 5 indicators of opportunities (opportunity) and 5 indicators of threats (threats).

Based on the combination of the internal and external factor evaluation matrices as shown in Table 2, the value X < 0 is -0.062 and the Y value > 0 is 0.020, so that the strategic position of the micro cracker business center in Tambakrejo Village is at coordinates X = -0.062 and Y = 0. 02. The coordinate position of the micro cracker business center in Tambakrejo Village is in quadrant III (WO) as shown in figure 1. The strategy that must be implemented in quadrant III is to support growth policies that turn around. The Tambakrejo village cracker micro business center has great opportunities but there are internal weaknesses that must be addressed, so the strategy chosen is to minimize internal problems in order to seize better market opportunities, namely:

• Forward integration                 : Gaining ownership or increasing control over distributors and retailers

• Backward integration               : Gaining ownership or increasing control over a supplier

• Horizontal integration              : Gaining ownership or increasing control over competitors

Table 4 shows the alternative strategies analyzed using the SWOT matrix. The SWOT matrix is built based on internal (strengths – weaknesses) and external (opportunities – threats) strategic factors which produce four possible strategic alternatives, namely S–O (Strengths – Opportunities) strategy, S–T strategy (Strengths – Treats), strategy W–O (Weakness - Opportunities), W–T (Weakness – Treaths) strategy. The strategy that can be formulated and implemented by cracker micro business centers in Tambakrejo Village, Waru District, Sidoarjo Regency is based on the SWOT matrix.

From the results of the QSPM analysis, it is found that the priority strategies that can be implemented in the following order are:

• Fulfilling the legality of business licenses by arranging production layouts with support/assistance from the government for market development and increasing profits

• Develop product and packaging innovations according to market demand by increasing and optimizing production, utilizing technology, managing business management to increase profits

• Develop promotion and marketing strategies by increasing HR capacity in business management to expand marketing and increase profits with government support

With the application of the right marketing mix, it is hoped that the Tambakrejo Village micro cracker business center can develop better and the business will be promoted, so that it will have a positive impact on the community, including increasing income and welfare of the surrounding community, creating employment and reducing unemployment, increasing village original income (PAD) and become the pride icon of Tambakrejo Village.

Based on results mix strategy research marketing in development center effort micro crackers in the village Tambakrejo, Waru District, Regency Sidoarjo so could concluded that perception of mix strategy implemented marketing perpetrator center effort effort micro crackers in the village Tambakrejo District of Waru Regency Sidoarjo in a manner general is well, meaning perpetrator effort micro shrimp crisp feel that they has carry out a mix strategy marketing with ok. There is one variable that has very good category namely process, while five variables in category good that is product, price, plac, people and evidence physical and for variable promotion that is category neutral. Strategy mix proper marketing in development center effort micro crackers in the village Tambakrejo District of Waru Regency Sidoarjo namely the turnaround strategy in quadrant III with the WO strategy, accordingly order priority namely:

• Fulfillment legality permission effort with layout arrangement production and support / mentoring from government for market development and improve profit. Legality necessary effort improved is Number Parent Try, permission brand, permit circulation food Industry house household (P-IRT), halal, and SNI. Fulfillment permission the impact on layout, sanitation and management management because for get permission needed mandatory requirements fulfilled. For example for get permission edar R IRT then pro.

• Develop innovation product and packaging in accordance market demand with improve and optimize production, utilization technology, management management effort for increase profit

• Develop promotion and marketing strategy with increase HR capacity about management effort for expand marketing and improving profit with Support government

• With application mix proper marketing expected center effort micro shrimp crisp Village Tambakrejo could growing and the business is moving up the class, so could increase well-being Public around, opens field work and reduce unemployment, increase income original village (PAD) and become an icon of pride Village Tambakrejo

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