STRATEGI PEMASARAM DALAM MENINGKATKAN PENJUALAN PADA TOKO BAJU ANNISA DESA CIKIWUL KECAMATAN BANTARGEBANG

Abstract

Increasing sales is the main goal for every company, including Annisa Clothing Store which is engaged in clothing trading in Cikiwul Village. This research aims to analyze and formulate marketing strategies that can increase sales of the store. The background of this study is driven by declining revenue fluctuations from 2019 to 2023, which indicates an urgent need for evaluation and improvement of marketing strategies. The research method used includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, as well as the 4P marketing mix (product, price, place, and promotion) to formulate the right strategy. The results of the analysis show that the current marketing strategy is not optimal and requires adjustments, especially in terms of promotion and distribution. Recommendations given include increased use of social media, the development of custome r loyalty programs, and collaboration with local communities to expand market reach. This research is expected to provide practical guidance for Annisa Clothing Store in increasing sales as well as contribute to the literature on marketing strategies for small businesses in rural areas. This study is intended to answer the following problems: (1) how the marketing strategy is carried out at the Annisa Clothing Store (2) what are the internal and external factors in increasing sales at the Annisa Clothing Store (3) how is the right strategy in increasing sales at the Annisa Clothing Store. The problem is discussed through a field study, as a source of data are the owner of the Clothes Shop and the Buyer of the Annisa Clothes Shop, this research is a descriptive qualitative research, the data collection is carried out using observation, interview, and documentation techniques. Then after being collected, then data analysis is carried out using analysis techniques data using qualitative descriptive analysis techniques. The result of this research is a marketing strategy in increasing sales at Annisa Clothing Shop, Cikiwul Village, Bantargebang District.