Analysis of Marketing Strategies to Increase Sales Volume at Bakso Pak Karmin Trading Business
Keywords:
marketing strategy, sales volume, culinary MSMEs, digital promotion, case studyAbstract
This study aims to analyze marketing strategies for increasing sales volume at Bakso Pak Karmin Trading Business in Palangka Raya. This study employed a descriptive qualitative approach with a single case study design. Data were obtained through in-depth interviews with the business owner, field observations, documentation, and sales revenue data over four weeks in November 2023. The findings show that weekly revenue decreased from IDR 5,600,000 in the first week to IDR 3,500,000 in the fourth week, representing a decline of IDR 2,100,000. This decline cannot be explained by a single factor alone, but is related to several conditions, such as promotional strategies that still rely on direct marketing and word-of-mouth, limited product variety, competition with similar businesses, and the suboptimal use of digital media. Marketing strategies that can be developed include strengthening digital promotion through WhatsApp, Instagram, or Facebook, improving product quality consistency, adjusting prices based on consumers’ purchasing power, and creating product variations that align with market needs. This study concludes that increasing the sales volume of a small-scale meatball business requires a more targeted marketing strategy that is based on sales data and aligned with the characteristics of local consumers.
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