MARKETING STRATEGY TO INCREASE SALES DURING THE COVID-19 PANDEMIC

Abstract

The COVID-19 pandemic which has impacted all sectors has caused people's purchasing power
to decline. This has an impact on the decline in sales of itinerant vegetable seller in Karangrejo
Village, Sumbersari District, Jember Regency. They do various marketing strategies in an effort
to increase sales. This study aims to obtain an overview of the marketing strategies carried out by
itinerant vegetable seller to increase sales during the COVID-19 pandemic, and how effective
their strategies are in increasing sales. This research is a descriptive qualitative research, and the
data collection technique used is observation and open interviews with itinerant vegetable seller.
The result of this research is that itinerant vegetable seller use the marketing mix, namely
product, price, place, and promotion as a marketing strategy to increase sales. The four
marketing mixes are effective in increasing sales by 70% to 80%. And of the four marketing
mixes, product is the most effective marketing mix type in increasing sales.
Keywords: Sales Strategy, Sales, COVID-19 Pandemic