Strategi Pemasaran Produk pada Toko Riska Bagstore Gampong Padang Sakti Kecamatan Muara Satu Kota Lhokseumawe

Abstract

The Riska Bagstore shop, which started as an online shop in 2014 and has now developed into a physical shop, offers various products with a target market of female students and mothers. They implement offline marketing strategies via billboards and online via TikTok and WhatsApp. However, they face problems such as lack of market understanding, suboptimal stock management, and less neat product arrangement. With annual revenue of IDR 769,819,000 and monthly fluctuations, improvements in market strategy, stock management and product arrangement are needed to improve store performance. Price competition will be a consideration for consumers/customers. This research aims to analyze what strategies are carried out by TokoRiska Bagstore and what obstacles are experienced in marketing products at TokoRiska Bagstoe. This research uses a descriptive qualitative approach. Data collection techniques use interview, observation and documentation methods. Based on the research results and discussions that have been studied, the researcher concludes that the research strategy results show that the marketing strategy at the Riska Bagstore store is an offline and online marketing strategy. The offline marketing strategy carried out by the Riska Bagstore store is in the form of personal selling, by offering products directly to consumers who come directly to the store. Meanwhile, the online marketing carried out by the Riska Bagstore store is by using social media, namely in the form of Tiktok, by making videos and explaining the information clearly so that consumers can immediately see what is being promoted by the Riska Bagstore store.