ANALISIS MANAJMEN STRATEGI DALAM MENARIK MINAT BELI KONSUMEN (Studi Pada Mini Market El-Jhon Pagar Dewa Kota Bengkulu)

Abstrak

The main purpose of this study was to determine the implementation of strategic management in attracting consumer buying interest at the El-John Pagar Dewa Mini Market, Bengkulu City. This study uses a type of field research (field research), with descriptive qualitative research methods, namely research conducted directly in the field. Based on the results obtained from the research that has been carried out, it is known that the type of strategy that has been applied by the El-John Mini Market in attracting consumer buying interest is the first, they apply a fairly cheap price strategy to consumers compared to other mini markets and by setting prices according to market prices. Second, from the product strategy, the products available at the El-John Mini Market are complete, both basic necessities, beauty products and others, which are of good quality. In addition, this El-John Mini Market applies the khiyar right (with a system of returning goods) if there is an accidental defect at the time of purchase. The third distribution strategy, where the strategy is carried out by opening branches around the Bengkulu area where the goal is to be more recognized by consumers. As well as the placement of locations in mini markets near crowds such as campuses, the market is near the causeway so that it is easy for consumers to reach. And fourth, the promotional strategy carried out by the El-John Mini Market is carried out through advertising and publicity media.