PROMOTION AND MARKETING STRATEGY OF GROCERY STORES IN INCREASING INCOME AT GROCERY STORES IN AUR BUKITTINGGI MARKET

Zuwardi (Universitas Sjech. M. Djamil Djambek Bukittinggi)
Keni Savina (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Dessi Mayunis (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Muhammad Afif (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Syahrul Fadli (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Izatul Zakiah (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Mutiara Safitri (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Witri Cantika (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)

INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Vol. 3 No. 12 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)

This research discusses that the grocery store at Pasar Aur Bukittinggi has succeeded in implementing a strong marketing strategy to face a dynamic market. Focus on providing a wide range of everyday products, strategic pricing, location optimization and active participation in promotions have formed a strong basis for revenue growth. The close relationship between marketing strategy and revenue is reflected through increased visibility, stimulation of shopping activity and encouragement of impulse purchases. Through SWOT analysis, grocery stores can optimize internal advantages, overcome weaknesses, exploit market opportunities, and anticipate threats, leading to sustainable growth amidst dynamic market competition.