Marketing Mix-strategy By Sampoerna Retail Retail Community (SRC)-suppported Store to Increase Sales : Descriptive Study in Wonosari

Abstract

SRC is a partnership program from PT HM Sampoerna Tbk to help improve competitiveness and empower MSMEs, especially grocery stores, through mentoring and training. This research was conducted to find out what marketing communication strategies are used by the shops that are members of SRC to increase sales and the supporting and inhibiting factors for the marketing communication strategy used by SRC. This research is Qualitative Descriptive research. The analysis technique of this research uses the SWOT analysis technique with the 7P marketing mi. The data collection of this research was carried out by interviews with shop owners who are members of SRC. The results of this research include the marketing communication strategy used by SRC stores through SWOT analysis can be explained using the Strength-Threats (ST) Strategy which includes : Increase the diversity of product variants by following consumer taste trends, Create a distinctive feature that stands out in products and services, Utilize affordable prices to keep customers from switching to competitor stores, and Emphasize product durability to deal with declining purchasing power.