MARKETING MANAGEMENT PROGRAM TO INCREASE SALES OF HOME INDUSTRY PRODUCTS "PEYEK MBAK IMA"

Abstract

This research aims to examine marketing programs that can be implemented by small businesses, especially the "Peyek Mbak Ima" home industrin Tuban, East Java, in order to increase product sales through a holistic marketing approach. This marketing program includes integrated marketing, relationship marketing, internal marketing, and socially responsible marketing. Provide an overview of marketing programs to increase sales and explain how factors influence marketing programs. Qualitative research design through direct observation and interviews with the business owner "Peyek Mbak Ima." . It is known that social media marketing and consumer relations are the main factors in increasing product competitiveness in the local market. The marketing program implemented at "Peyek Mbak Ima" helps increase sales of peyek products through a strategy that focuses on social media promotion, consumer interaction, and local collaboration. Due to internal and external factors, this business succeeded in strengthening its position in the local market despite facing technical obstacles.