ANALISIS STRATEGI PEMASARAN KONVEKSI BAJU JAWAZ TANJUNGSARI BOYOLANGU DALAM MENINGKATKAN MINAT BELI DAN LOYALITAS PELANGGAN

Abstract

The increase in sales of Jawaz Convection in Tanjungsari Village was not spared from the well-planned marketing strategy as whole. The main capital of producer in selling goods is how to increase buying interest and build loyalty first. This study aims to identify the strategies that have been implemented by Jawaz Convection in increasing customer purchase intention and loyalty. This type of research is descriptive qualitative. Qualitative approach, because in this study the research collected some in-depth information or data regarding the strategies implemented and implemented by the Jawaz Convection in increasing customer purchase intention and loyalty. Data analysis used in this research is descriptive qualitative analysis. This study also used field research with a deductive model of descriptive method, which was collected from interviews using a structured interview method. Data analysis focused on strategies to increase buying interest and strategies to increase customer loyalty. Based on the results of the study, in increasing sales of the Jawaz Clothing Convection in Tanjungsari Village, two marketing strategies were used, namely, the strategy to increase buying interest consisted of; increase promotions regularly, maintain product quality, product uniqueness and variety. The second is a strategy to increase consumer loyalty consisting of; improve product image, service customer satisfaction, convenience and ease of store access.