STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN “INDUSTRI TAHU SUMBER MULYA”

Abstrak

Sumber Mulya Tofu Industry is a home industry that produces tofu such as white tofu, yellow tofu and fried tofu. Sumber Mulya Tofu Industry Business is located in Jl. Merapi 13 No. 14, Kebun Tebeng, Kec. Queen Agung, Bengkulu City. The purpose of this research is to determine a good strategy to improve marketing strategy in order to increase sales volume. This research is a qualitative research conducted in the household (home industry) of Mr. Dedi Kurniawan using a qualitative approach which produces descriptive data with the main informant, namely Mr. Dedi Kurniawan as one of the owners of the tofu industry in Bengkulu City. Data collection techniques used are observation, interviews, and documentation. The results showed that Mr. Dedi Kurniawan's tofu industry marketed its products using the marketing mix strategy, namely 4P (product, price, place and promotion).

Keywords: Marketing Strategy, Increasing Sales Volume