Masrizal Yusuf Hidayat (1), Moch. Tutuk Safirin (2)
General Background: Cafe MSMEs operate in an increasingly competitive food and beverage market that requires strong strategic positioning and long-term business continuity. Specific Background: STMJ Bu Mun, a traditional culinary MSME in Surabaya, faces intensified cafe competition while maintaining product originality and adapting to modern consumer expectations. Knowledge Gap: Limited evidence explains how the 9P marketing mix contributes to competitiveness and business sustainability in traditional cafe MSMEs using Generalized Structured Component Analysis. Aims: This study aimed to evaluate the role of product, price, place, promotion, people, process, physical evidence, payment, and packaging in shaping competitiveness and sustainability at STMJ Bu Mun. Results: Data from 100 active customers analyzed using GSCA showed that product, place, promotion, people, process, payment, and packaging significantly supported competitiveness. Business sustainability was significantly associated with product, price, people, process, physical evidence, payment, packaging, and competitiveness. Place emerged as the most dominant variable for competitiveness, while competitiveness was the largest variable related to business sustainability. Novelty: This study applies the 9P marketing mix through GSCA to identify strategic priorities for a traditional cafe MSME in Surabaya. Implications: STMJ Bu Mun should strengthen product originality, service quality, competitive pricing, operational efficiency, facility cleanliness, and digital payment availability to support long-term viability.
Highlights:
Keywords: Competitiveness, Business Sustainability, GSCA, Marketing Mix 9P, MSME
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