Analisis Strategi Pemasaran Dalam Upaya Meningkatkan Penjualan Produk Kerajinan Pada CV. Citra Jaya Logam

This study aims to identify the internal and external factors that exist in the CV. Citra Jaya Logam and appropriate strategies to be applied in the face of business competition. This research is a qualitative research using a descriptive approach. The data analysis technique uses data reduction, data presentation, and drawing conclusions. And using SWOT analysis. The results showed that CV. Citra Jaya Logam is a company that sells various kinds of copper and brass handicraft products. The internal factors that become strengths are product quality, affordable prices, prioritizing customer satisfaction, friendly service and good promotional strategies. While the external factors that pose a threat are the amount of competition, other companies have varied products, the scarcity of production support equipment, the high cost of raw materials and other companies have expert human resources. From the Cartesian diagram it can be seen that the company is in quadrant I, meaning that the company is in a favorable position by supporting an aggressive policy (Growth Oriented Strategy). The marketing strategy that can be applied is by maintaining the quality and price of the products offered, utilizing technological advances to promote their products more broadly, attending seminars, collaborating with overseas buyers, and recruiting skilled human resources and improving production equipment so that the products are more varied