STRATEGI PEMASARAN UMKM ROTI DALAM MENINGKATKAN VOLUME PENJUALAN (STUDI KASUS ANNISA BAKERY LERPAK)

MUFIDATUL ULUM, MUFIDA (2023) STRATEGI PEMASARAN UMKM ROTI DALAM MENINGKATKAN VOLUME PENJUALAN (STUDI KASUS ANNISA BAKERY LERPAK). STKIP PGRI BANGKALAN.

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Abstract

A business, whether small or large, requires a strategy to develop its business so that it continues to run on target. The implementation of a marketing strategy is very important for the company, this is due to the application of an appropriate and effective strategy. Annisa Bakery Lerpak is an MSME that produces various bakery products. nana Qualitative methods. The population in this study are all shops that are customers of bread and the samples are owners of Annisa Bakery and shop customers of bread. This research was conducted on Annisa Bakery's bread factory SMEs, which aims to determine the impact of internal factors in the form of strengths and weaknesses, and external factors in the form of opportunities and threats for Annisa Bakery and to determine the marketing strategy implemented by Annisa Bakery in increasing sales volume. This study uses a qualitative method. From the results of the researchers' observations, it can be concluded that to be able to increase sales volume so that Annisa Bakery's bread can be sold in the market, namely by using the 4P marketing mix (Product, Price, Promotion and Place). In increasing its sales volume, one of the efforts made by Annisa Bakery is: Maintaining the quality of its bread because consumers have judged that the quality and price are appropriate and very affordable, increasing the amount of bread production, and trying to add production equipment such as adding a mixer. namely the strategy used by Annisa Bakeri, namely maintaining the quality of bread, setting prices that can be reached by various groups, increasing production, and what is the advantage of the marketing process is replacing damaged goods with new goods without being charged. . Keywords: Marketing; UMKM; Sales volume; Strategy

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