STRATEGI PEMASARAN TERHADAP DAYA SAING MEBEL (Studi Kasus Pada Mebel Revin di Kecamatan Tumpang)

Sari

The purpose of this research is to identify the marketing strategies that influence the competitiveness of furniture applied by Mebel Revin in Tumpang District, as well as to understand the challenges faced in implementing these strategies. This research uses a qualitative method with a case study type of research. The focus of this research is on how the implementation of marketing strategies affects the competitiveness of Mebel Revin and what obstacles are encountered in applying these marketing strategies to the competitiveness of Mebel Revin in Tumpang District. The data used consists of primary data collected directly by the researcher from its sources, as well as secondary data that includes literature, articles, journals, and results from internet studies. Data collection techniques include interviews, observations, and documentation. The data processing process involves data collection, data reduction, data presentation, and drawing conclusions. The results of this research indicate that the marketing strategy for competitiveness at Mebel Revin in Tumpang District implements the 4P marketing mix strategy, which consists of product, price, place or distribution channels, and promotion. (promotion). However, this strategy has not been maximized optimally, especially in the aspect of promotion. This research is expected to serve as a reference, guideline, or comparison for future studies.