STRATEGI PROMOSI USAHA MIKRO KECIL MENENGAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA UMKM CAKEKINIANKU)

Syefira Maharani Tasynim, NIM.: 22107030070 (2026) STRATEGI PROMOSI USAHA MIKRO KECIL MENENGAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA UMKM CAKEKINIANKU). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Cakekinianku is a culinary Micro, Small, and Medium Enterprise (MSME) that implements a nomadic sales system through its On The Road (OTR) program in various cities. In the increasingly competitive culinary industry, promotional strategies play an important role in attracting consumers, increasing sales, and maintaining customer loyalty. Therefore, this study aims to analyze the promotional strategies implemented by Cakekinianku and their role in increasing sales performance.This research employs a descriptive qualitative approach using the marketing communication theory of Philip Kotler and Kevin Lane Keller, particularly the concepts of promotional strategy and promotion mix. Data were collected through non-participant observation, structured interviews, and documentation involving the business owner and operational team as research informants. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing. The validity of the findings was tested through source triangulation.The results show that Cakekinianku implements promotional strategies through five main aspects, namely promotional planning, media selection, message creativity, utilization of promotion mix elements, and evaluation of promotional effectiveness. Promotional activities are carried out through social media platforms, particularly TikTok and Instagram, supported by personal selling during OTR activities, sales promotions such as discounts and bundling programs, and direct marketing through interactive communication with customers. These strategies contribute to increasing sales volume, sales revenue, sales growth, and customer retention and loyalty. The findings indicate that consistent and integrated promotional activities are effective in expanding market reach, encouraging repeat purchases, strengthening customer relationships, and supporting sustainable sales growth.

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