Strategi Pemasaran dalam Meningkatkan Volume Penjualan Produk Genteng DM Sokka Kebumen

Abstract

This study aims to determine the marketing strategy used by the DM Sokka Kebumen tile to increase product sales volume. This type of research is a qualitative, descriptive research design. The research location was in the DM Sokka Kebumen small roof tile industry with five research informants. The results of the research show that the DM Sokka Kebumen tile marketing strategy in increasing sales volume is carried out by: 1) flexible segmentation by looking at market conditions and paying attention to the product in terms of its use, which shows that tile products are not a product that everyone needs every day; 2) targeting by targeting certain buyers as the main marketing target while still targeting the market in general; 3) positioning by means of competitive quality rather than price competition and the DM Sokka Kebumen tile carries out this principle; 4) price by placing the price according to the quality of the product and the manufacturing cost; 5) promotion by strengthening offline promotions and further exploring online promotions; 6) quality by prioritizing product quality rather than price competition, which will reduce consumer confidence in products; 7) in particular, the DM Sokka tile has not implemented a distribution channel system in this case, building partnerships with other parties; 8) The tile products produced by DM Sokka Kebumen Tiles are made based on customer needs and conformity.