STRATEGI PEMASARAN DALAM MENGHADAPI PERSAINGAN DI MASA PERTUMBUHAN EKONOMI YANG MENINGKAT PESAT DI TOKO SERBA ADA BERKAH NIAGA SEKAYU MUSI BANYUASIN STRATEGI PEMASARAN DALAM MENGHADAPI PERSAINGAN DI MASA PERTUMBUHAN EKONOMI YANG MENINGKAT PESAT DI TOKO SERBA ADA BERKAH NIAGA SEKAYU MUSI BANYUASIN

Abstract

ABSTRACT

This study aims to analyze the marketing strategy in facing competition during a period of rapid economic growth at Toko Serba Ada Berkah Niaga in Sekayu, Musi Banyuasin. The background of this research is based on the increasing economic growth in Musi Banyuasin Regency, which has led to higher purchasing power and intensified competition in the retail sector, especially with the presence of modern retail stores. This condition requires micro retail businesses to implement appropriate marketing strategies in order to survive and remain competitive. This research uses a descriptive qualitative approach. Data were collected through interviews, observations, and documentation involving informants such as business owners, employees, consumers, and suppliers. The data analysis technique applied an interactive model consisting of data reduction, data presentation, and conclusion drawing. The results show that the marketing strategy implemented by Toko Serba Ada Berkah Niaga includes the 9P marketing mix elements, namely product, price, place, promotion, people, process, physical evidence, productivity and quality, and partnership. The product strategy is carried out by providing a variety of goods and flexible purchasing options. The pricing strategy is implemented by offering affordable prices and discounts. Service and process strategies are conducted in a fast, friendly, and convenient manner, including ordering and delivery services. However, there are still limitations in promotional activities and in improving store facilities to compete with modern retail businesses. The conclusion of this study is that the marketing strategy applied by Toko Serba Ada Berkah Niaga is relatively effective in maintaining customers and facing competition. However, further improvements are needed, especially in promotional strategies and facility enhancement to strengthen competitiveness.

Keywords: Marketing Strategy, Business Competition