Analisis Strategi Pemasaran Dalam Meningkatkan Volume Penjualan Alika Cake & Cookies di Spait Siwalan Pekalongan

Abstract

This research was conducted on Alikka Cake & Cookies in Spait Siwalan Pekalongan which is a business in the food sector, namely bakery and the research was conducted with the aim of knowing and analyzing the marketing strategy implemented by Alikka Cake & Cookies in an effort to increase sales volume. The sample in this study is the owner of the business. This type of research is descriptive qualitative research with observation and interview methods and analyzed using SWOT analysis. There are several factors that cause sales volume to fluctuate, but this Alikka Cake & Cookies business has efforts to overcome this. From this study, it was found that the implementation of the marketing strategy carried out by Alikka Cake & Cookies uses a marketing mix method that includes, but in this place of business strategy it has not been maximized because it does not yet have an adequate and easily accessible place of business for consumers. The marketing strategy in increasing the sales volume of Alikka Cake & Cookies has been implemented and is quite good but it is not optimal and needs to be evaluated again in order to achieve the sales target to be achieved. Influential indicators in an effort to increase sales volume at Alikka Cake & Cookies are product strategy and promotion strategy.