STRATEGI BAURAN PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN PADA USAHA MEBEL PRATAMA MULYA KALIJAMBE

This study aims to describe: 1) product strategy to increase sales volume in the Pratama Mulya Kalijambe furniture business; 2) pricing strategy to increase sales volume in the Pratama Mulya Kalijambe furniture business; 3) promotional strategies to increase sales volume in the Pratama Mulya Kalijambe furniture business; 4) distribution strategy to increase sales volume in the Pratama Mulya Kalijambe furniture business. This type of research is qualitative research and design of research is descriptive. The data collection techniques used were interviews, observation and documentation. The informants in this study were the owners of Pratama Mulya furniture shop, production employees and delivery employees of the Pratama Mulya Kalijambe shop. The validity of the data was obtained through technical triangulation and source triangulation. The results showed that: 1) product strategy in increasing sales volume in the furniture business at Pratama Mulya store, namely by considering the components of quality, durability, design and aesthetics; 2) pricing strategies implemented in Pratama Mulya stores in increasing sales volume in the furniture business, among others, based on costs (cost plus percentage of cost pricing) profits (target return on sales pricing); 3) Promotional strategies implemented at Pratama Mulya Stores in increasing sales volume, namely personal selling, advertising and promotion of goods; 4) The distribution channels used by the Pratama Mulya Shop in increasing sales volume include direct channels and indirect channels in increasing sales volume