Analysis of Marketing Mix Strategy in Order to Increase Sales in MSMEs

Rahmat Cahyo Dinarso, Nursaid Nursaid, Nurul Qomariah, Muhammad Thamrin

Abstract


MSMEs are businesses that drive the national economy. Currently the government is focusing on developing these MSMEs to increase community economic activity. Marketing mix analysis linked to SWOT analysis is one strategy that can be used by business people to increase sales. This article aims to find out the marketing strategy carried out by "UMKM Kopi STMJ Bu Karno Jember" in increasing sales. The type of research is qualitative with a marketing mix strategy. Data collection methods are interviews, documentation and observation. The results of this research show that the strategic analysis carried out has been effective and the marketing mix strategy implemented to increase sales at "UMKM Kedai Kopi STMJ Bu Karno" is by adding facilities, promoting products, providing a variety according to the tastes of the people of Jember, and setting prices in accordance with community income.


Keywords


MSMEs; STMJ coffee culinary; marketing strategy; marketing mix; SWOT

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DOI: https://doi.org/10.33258/birci.v7i1.7837

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.