Strategi Pemasaran 4P dalam Mempertahankan dan Mengoptimalkan Penjualan Produk pada Anya Craft di Jombang

Abstract

Marketing strategy is an activity carried out to organize, manage, and ensure that the products offered are accepted by the market according to consumer needs and desires. Implementing the right marketing strategy can help businesses maintain and increase product sales. This study aims to determine and analyze how Anya Craft's 4P marketing strategy in Jombang Regency maintains and optimizes product sales. The research method used was qualitative with a descriptive approach. The results indicate that Anya Craft continues to implement a simple yet quite effective marketing strategy. This is evident in the business's success in maintaining operational continuity and increasing product sales. The 4P marketing strategy implemented includes product innovation, flexible pricing, utilization of online and offline distribution, and promotion through social media and word of mouth. Overall, the implemented marketing strategy has been successful, but it is recommended to increase the use of digital systems and strengthen product branding to optimize sales