PERKEMBANGAN PEMASARAN INDUSTRI MEBEL SABARSHA GALLERY DI MASA PANDEMI

Abstract

The research aims to know the marketing development of the Sabarsha Gallery furniture industry during the pandemic. Qualitative research and descreptive used in the research. The data used in the research were obtained from the results from depth interview wit respondens, owners, employees, and consumers. The use of data analysis with a descriptive method, which describes the collection of data from Sabarsha Gallery and then associated with relevant theories in reporting and concluded. Based on the research results of the furniture industry Sabarsha Gallery applies a marketing strategy consisting of product, price, and promoting strategy. In implementing strategy on product, the emphasisis on quality of product, while developmen on model, variety, and type of carving give uniqueness. However, the pandemic causing the economy to decline, the attractiveness of consumers has an effect on the qulity produced. The pricing strategy is carry out by setting price according to production cost, profit to be obtained, and cost incurred in marketing product that are ajusted to product spesification. Pricing Strategy is carry out by balancing the qulity and raw material with the purchasing power of consumers. In Strategy of promotion is using personal selling and through sales promotion. Furthermore, by promoting word of mouth from friend to friend, banners, billboards, brochures, and through existing social media Instagram