Analisis Strategi Pemasaran(Marketing Mix 7P) Dalam Upaya Meningkatkan Volume Penjualan Pada Umkm Lumpia Imas Sumedang

Abstract

This research aims to determine the marketing strategies used by Imas lumpia skin MSMEs to increase sales volume. The type of research carried out was using a qualitative descriptive approach. The types and sources of data used are primary and secondary data, while data collection techniques are carried out by means of interviews, observation and documentation. The data analysis used is descriptive analysis, referring to the 7P concept (product, price, place, promotion, people, process and physical evidence). Based on the analysis carried out, the Imas spring roll skin MSMEs have a strategic strategy for increasing sales volume, namely: Product Strategy: The strategy used is to maintain quality and consistently maintain quality. Pricing Strategy: provide quite affordable prices. Place Strategy: strategic place so it is easy to reach. Promotion Strategy: initially carried out through word of mouth, then carried out through social media. People strategy: provide training to employees. Process strategy: organize all activities effectively. physical evidence strategy: create attractive packaging. By carrying out these strategies, it turns out that it has a big influence on the sales volume of Imas spring roll skin MSMEs.