<![CDATA[This study aims to determine what kind of marketing communication strategy is used to increase sales volume and whatfactors support and hinder increasing sales volume at the Saffanah Cake store. The method used in this research isdescriptive qualitative which tries to present facts and findings in depth through descriptive explanations. Sources ofdata were obtained through interviews and observations of nine key informants and then analyzed by the data triangulationmethod. The results of this study indicate that Saffanah Cake implements a marketing communication strategy using the4p Strategy, namely 1.) Product Using quality materials in making the product, 2.) Price The marketing price given is inaccordance with the quality of the product, 3.) Place a strategic location become the main attraction of Saffanah Cake,4.) Promotion Using Social Media as a place of promotion, in increasing sales volume. And there are several supportingfactors, namely a strategic location, giving has the consistency of taste, always innovating, and varied sales channels while theinhibiting factor is one of them being regional restrictions in several places that affect the marketing communicationstrategies.]]>
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