Abstract
This study aims to analyze strategies in marketing products and services at UPTD BPSJ Pekalongan City. In today's modern era, where people prefer new products that are current, it is quite a challenge for UPTD BPSJ Pekalongan City in marketing traditional products and services. Marketing strategies carried out include developing innovative products with hygienic and modern packaging; line extension by introducing additional product units in the same category (product line) with the same brand; offline and online marketing. This research is a descriptive qualitative research using literature study methods. The analysis was conducted at UPTD BPSJ Pekalongan City. The results of the study show that the success of the marketing strategy of UPTD BPSJ Pekalongan City products and services is by doing a combination of conventional and digital promotions.
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