Analysis of Marketing Strategies in Increasing Sales: A Case Study on Alfamart R272 Nusantara

Abstract

The purpose of this research for preparing this thesis is based on the strategic problems carried out by Alfamart R272 Nusantara in increasing its sales. Where the problem studied there concerns marketing strategy, this research is interesting to carry out because you want to know how the marketing process is carried out by Alfamart R272 Nusantara Makassar City The method used in Alfamart is a descriptive qualitative approach which contains a description of the observation background, people, actions, conversations, while the data sources are informants, namely the head of Alfamart R272 Nusantara, Makassar City and employees who work at Alfamart R272 Nusantara, Makassar City. The data analysis used in this research is descriptive analysis by describing or interpreting the data and findings that researchers obtained from the field as well as existing facts. Based on the research results, the authors came to several conclusions, namely the strategy used in marketing products is not much different from supermarkets in general, namely the marketing mix method, namely media promotion, using banners, etc. In practice, product sales at Alfamart R272 Nusantara have generally increased showed significant results. This can be seen from data obtained from direct interviews with consumers and employees at Alfamart R272 Nusantara