Analisis strategi bauran pemasaran dalam meningkatkan penjualan

Abstrak

The purpose of this research is to determine the marketing mix strategy in increasing
sales at the Sigma Store, Fakfak Regency. The research approach used a qualitative approach.
In this research, there were 40 informants consisting of shop owners, Sigma shop employees
and the public or consumers who had shopped at Sigma shop. In determining the number of
informants, researchers used Purposive Sampling techniques. Meanwhile, for consumer
informants, researchers used accidental sampling techniques. The data collection techniques
used in the research are observation techniques, questionnaires and analytical interviews
using an interactive data model, with stages namely Data Reduction, Data Presentation and
Conclusion Drawing.
The conclusion of this research is that the Sigma Fakfak Store has been successful in
the aspect of product quality, with the majority of customers feeling satisfied with the quality
of the product and packaging. However, there are several cases of damaged packaging that
need further attention to improve packaging quality control. In terms of price, Toko Sigma has
prices that are comparable to the quality of its products and is able to compete with its
competitors. In distribution, Toko Sigma has been successful in delivering on time and
providing a good distribution service experience to customers. In terms of promotions, the
majority of informants stated that they often saw or heard promotions from Toko Sigma. So the
results of this research are that the Marketing Mix strategy in increasing sales of Building
Materials at the Sigma Store, Fakfak Regency has been running quite well