STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PRODUK PADA UD. SANTAI DESA BALESONO KECAMATAN NGUNUT KABUPATEN TULUNGAGUNG

Abstract

Marketing is a factor that has an important role for the development of a business. By implementing various strategies to deal with competition, it has a significant impact on business units in increasing sales. This research is motivated by the fact that the marketing mix strategy is a company's marketing tool to produce the desired response in the target market and be able to compete with similar companies. The purpose of this study was to find out how to apply marketing strategies to increase product sales at UD.SANTAI in Balesono Village, Ngunut District, Tulungagung Regency. This research is a descriptive research through a qualitative approach using primary and secondary data sources. Data collection techniques were carried out through interviews, observation, and documentation directly at the research site. Checking the validity of the data uses a triangulation technique with the data sources obtained. Data analysis techniques with the stages of data collection, data reduction, data presentation, and drawing conclusions. The informant determination technique in this study used a purposive technique. Based on the research that has been done, the results show that UD. SANTAI in increasing sales of its products by using the 7P marketing mix strategy (product, price, place, promotion, people, process, physical evidence) in the form of improving product quality and variants, adjusting prices according to quality, designing places that are comfortable, clean, easily accessible, promotions in various villages and outside the sub-district, providing training to employees, carrying out detailed production processes, and providing physical evidence of products. With the success of the strategy that has been implemented UD. SANTAI in increasing sales, can be an example for similar businesses to increase sales of their products.