<![CDATA[Marketing has many goals, both short and long. In terms of long-term marketing, it is mainly used to attract customers, especially for new products. This study aims to determine the application of direct selling marketing strategies in increasing sales volume at PT KK Indonesia, Pematangsiantar Branch in 2021-2022. This type of research is descriptive research with a qualitative approach. Data is collected by interview, observation and documentation methods. Data analysis uses descriptive techniques with a qualitative approach with the SWOT analysis method using the IFE Matrix and EFE Matrix. The results showed that the application of direct selling marketing strategies at PT KK Indonesia Pematangsiantar Branch had a good impact on increasing sales volume in 2021 of IDR 3,239,228,411, and in 2022 sales increased by 19%, namely IDR 3,858,637,962. From the results of data analysis using the SWOT analysis method, the total score value in the IFE matrix is 2.6 while the EFE matrix is 3.1. These results place PT KK Indonesia Pematangsiantar Branch in Quadrant I, which is a good and very favorable situation for companies to carry out growth strategies. Keywords: Marketing, Direct Selling, Sales Volume]]>
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