STRATEGI PEMASARAN USAHA MIKRO KECIL MENENGAH (UMKM) DALAM MENINGKATKAN PENJUALAN (Studi Kasus Pada HU COFFEE & HOTTEOK Di Kota Malang)

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ABSTRAK

Peneliti ingin menganalisis strategi pemasaran dalam meningkatkan penjualan HU COFFEE & Hotteok. Alasan dipilihnya café ini karena café ini mengalami kestabilan dalam penjualan padahal HU COFFEE & Hotteok tergolong UMKM yang tidak terlalu besar. Penelitian metode kualitatif deskriptif dengan teknik observasi lapangan, wawancara informan, dan juga dokumentasi. Jumlah informan penelitian sebanyak 4 orang yang terdiri dari pemilik café, karyawan café, serta 2 orang pengunjun dengan acak. Data dianalisis dengan cara mentranskripkan seluruh proses wawancara dengan informan, observasi dilakukan dengan cara mengamati kondisi HU COFFEE & Hotteok ketika peneliti mengunjungi café tersebut, sedangkan dokumentasi dilakukan dengan cara mengambil gambar ketika melakukan wawancara dengan informan. Lokasi pengambilan data berlokasi di HU COFFEE & Hotteok. Setelah melakukan transkrip, dilakukan reduksi data, penyajian data, kemudian dilakukan penarikan kesimpulan.Kesimpulan dilakukan triangulasi data untuk memperkuat hasil penelitian Ditemukan hasil bahwa HU COFFEE & Hotteok  menemakai strategi marketing mix dengan mengunakan variable 4P yaitu produk, price, place, dan promotion dapat memberikan keuntungan dari penjualan produk HU COFFEE & Hotteok. Berdasarkan keempat variabel yang ditemukan, variabel yang paling mempengaruhi penjualan HU COFFEE & Hotteok yaitu price karena café ini memiliki harga yang relatif lebih terjangkau daripada café yang lain.

Kata Kunci : Strategi Pemasaran, Penjualan, 4P

ABSTRACT

Researchers want to analyze marketing strategies in increasing sales of HU COFFEE & Hotteok. The reason this café was chosen was because this café experienced stability in sales even though HU COFFEE & Hotteok is classified as an MSME which is not too large. Descriptive qualitative method research using field observation techniques, informant interviews, and also documentation. The number of research informants was 4 people consisting of the café owner, café employees, and 2 random visitors. Data were analyzed by transcribing the entire interview process with informants, observations were carried out by observing the conditions of HU COFFEE & Hotteok when the researcher visited the café, while documentation was carried out by taking pictures when conducting interviews with informants. The data collection location is located at HU COFFEE & Hotteok. After transcribing, data reduction was carried out, data presentation was carried out, then conclusions were drawn. In conclusion, data triangulation was carried out to strengthen the research results. It was found that HU COFFEE & Hotteok adopted a marketing mix strategy using 4P variables, namely product, price, place and promotion, which could provide profits from sales of HU COFFEE & Hotteok products. Based on the four variables found, the variable that most influences the sales of HU COFFEE & Hotteok is price because this café has relatively more affordable prices than other cafés.

Keywords: Marketing Strategy, Sales, 4P