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Rifqi Fauzi Rahman
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Strategi Pemasaran Ritel Konvensional Dalam Meningkatkan Daya Saing Usaha dan Omzet Penjualan di Kabupaten Pandeglang Rifqi Fauzi Rahman; Arif Nugroho
NIAGARA Scientific Journal Vol 18 No 1 (2026): Vol. 18 No.1, Juni 2026 : Jurnal Ilmiah Niagara
Publisher : LPPM IKNUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55651/niagara.v18i1.324

Abstract

ABSTRACT In the midst of many retail businesses that have gone out of business due to the Covid-19 pandemic and declining national economic growth, as well as the peak of people's purchasing power, a new phenomenon has emerged in the retail business, namely the growth and development of the conventional retail business, especially in Pandeglang Regency, Banten Province, starting from 2021 until now. In this study, the focus is on efforts to find out the Marketing Strategy carried out by the manager of retail business in order to increase business competitiveness and sales turnover, by referring to the 4P (Product, Price, Place, and Promotion) marketing mix strategy, which is analyzed based on SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The results of the study revealed that the marketing strategy carried out by retail business was developed in a simple way, but still based on the 4P marketing mix strategy, where, when determining the business location, it was based on a strategic place, on the main road, 24-hour resident activities, and cheap rent. As for products, provide as many as possible, complete and of high quality, in adequate quantities. For the price, ensure prices are competitive against local retailers. In terms of promotion, only take a personal approach with consumers and install store name signs.
Co-Authors Arif Nugroho