MARKETING STRATEGY ANALYSIS OF REGINA COSMETICS STORE IN INCREASING CONSUMER ATTRACTION

Abstract

This research is entitled Marketing Communication Strategy of Regina Cosmetics Arga Makmur Store in Increasing Consumer Attraction. This research aims to understand how Regina Cosmetics Arga Makmur store uses marketing communication strategy to increase consumer interest. The method used is qualitative research with a focus on description. The concept of marketing communication strategy and the 4P marketing mix theory are the main foundations in this research. This research involved 6 informants consisting of 1 owner of Regina Cosmetics store, 1 long-time employee at the store, and 4 consumers who were considered relevant. Data collection techniques were carried out through direct observation, in-depth interviews, documentation, and literature studies of informants. This approach was designed to obtain accurate data and in accordance with the research objectives. The results of the study indicate that the marketing communication strategy used by Regina Cosmetics store to increase consumer attraction involves a marketing mix, especially through promotions using Facebook social media and affordable discount offers. This has succeeded in attracting the interest of many customers to shop at Regina Cosmetics store, thereby significantly increasing consumer purchasing power. Regina Cosmetics Store sells many new products and follows current trends. The location of Regina Cosmetics Store is also strategically located near the market so consumers can easily find the store. In addition, Regina Cosmetics Store sells products at quite affordable prices so that consumers are interested in shopping at Regina Cosmetics Arga Makmur. However, it is hoped that Regina Cosmetics Store should also use all its useful media so that Regina Cosmetics Store is also better known.

Keywords: Regina Cosmetics Store, 4P Marketing Mix, Consumer Attraction