STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA TOKO SEPEDA EKS BIKE DOLOPO

Oktavian, Riska and Aminuddin, Luthfi Hadi (2022) STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA TOKO SEPEDA EKS BIKE DOLOPO. Niqosiya: Journal of Economics and Business Research, 2 (2). pp. 333-346. ISSN 2807-7660 p-ISSN: 2798-6373

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Abstract

Marketing strategy is an entire system of business activities designed to determine and plan prices, promotions and distributions that can satisfy current and potential consumers. Marketing strategy is marketing that seeks to embed the industry and its products in the minds of customers. This strategy has the aim of winning a market with 3 components, namely segmentation, targeting, and positioning. The purpose of this study is to determine the implementation of segmentation marketing strategies in order to increase sales at Ex Bike Shops, to determine the implementation of targeting marketing strategies in order to increase sales at Ex Bike Shops, to determine the implementation of positioning marketing strategies in order to increase sales at Ex Bike Shops and to find out impact after segmentation, targeting, and positioning at the Ex Bike Shop have been carried out. This study uses qualitative research methods by using the type of field research (field research). Data collection techniques used are interviews and observations. The results of this study use a deductive method that starts with general questions and ends with specific conclusions. Based on the results of the study, it can be seen that (1) the marketing strategy by using segmentation at the Ex Bike Shop only applies geographic and demographic segmentation. (2) The marketing strategy by using targeting at the Ex Bike Shop is not specifically determined for certain circles but for the entire community. (3) The marketing strategy by using positioning at the Ex Bike Shop favors mountain bikes by targeting those who like strong, durable and tough bikes. (4) The impact of the implementation of the marketing strategy of segmentation, targeting, and positioning carried out by the Ex Bike Shop is still not maximized. Especially for the segmentation whose sales focus is only in the Dolopo District and its surroundings, in the end the market segmentation is less broad. Then the specific targeting of the target market has not been formed, so the impact of implementing this strategy has not been able to increase sales.

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