ANALYSIS OF MARKETING STRATEGIES TO INCREASE SALES OF NAURA ORNAL FISH SHOPS IN REMBANG CITY

Abstract

Ornamental fish are now the target of entrepreneurs. One of the freshwater ornamental fish cultivators is the Naura Ornamental Fish Shop in Rembang, Central Java. In developing its business, the Naura ornamental fish shop uses online marketing strategies. In this era, buyers can not only go directly to stores, but also online. This research aims to determine the marketing strategy carried out by the Naura Ornamental Fish Shop in Rembang City. The type of research carried out by researchers in this research is field research, where field research itself is research carried out at the research location with a qualitative descriptive nature. The researcher's data collection technique used interview and documentation methods with Naura ornamental fish shop owners. The interview technique in this research was carried out by preparing relevant questions regarding the Naura ornamental fish shop. The data source was taken by researchers from shop owners direct naura ornamental fish. The results of this research indicate that the marketing strategy carried out by the Naura ornamental fish shop is a marketing strategy with a 4p marketing mix, namely product, price, place and promotion. The first is in the product aspect. The products at the Naura ornamental fish shop are more varied, complete and of good quality.  Second, based on the price aspect. The price of ornamental fish at the Naura ornamental fish shop is more expensive Cheaper than other ornamental fish shops. Third, based on the aspect of place. Fish shop Ornamental Naura is very strategic so that buyers do not find it difficult when looking for a shop location naura ornamental fish. Fourth, based on promotional aspects. In developing his business, shop Naura ornamental fish uses promotion via social media, namely Facebook.