ANALISIS STRATEGI PEMASARAN DI PT. AYU INDAH GROUP PACIRAN LAMONGAN SEBAGAI UPAYA PENINGKATAN PENJUALAN

PT. Ayu Indah Group is a service company in the field of tour and travel services. In the era of market peresaingan in the business world is getting tight and creative, we need a breakthrough new and creative ideas in the face of competition. SWOT analysis is needed so that appropriate and an appropriate marketing strategy, effective and efficient, so that sales are not declining, consumers feel satisfied and get more profit. So dtrategi marketing to note is 7P (product, process, price, promotion, place, people and physical evidence). So the purpose of this study was to investigate and analyze the marketing strategy made by PT. Ayu Indah Group in an effort to boost sales. Marketing strategy is a plan that describes the expression of the company will be the impact of various marketing programs activities or to request a product or product line at a particular target market. This type of research is a descriptive qualitative research, data collection techniques are indeept interviews, documents and observations. Informants research is the owner of the company, employees and customers. And test the validity of the data using a credibility test for the data that describe the results obtained so easy to understand and to prove that the data obtained is valid. Based on the results of interviews, documents and direct observation in the company of PT. Ayu Indah Group can be concluded that the strategy used is to increase sales of the company. The results can be seen from the holiday months using the services of this company very much, although sales fluctuate, but the utilization strategy SWOT analysis and marketing strategies that are used are quite good and efficient. Keywords : PT. Ayu Indah Group tour and travel, analisis SWOT, strategi pemasaran, penjualan