DIGITAL PROMOTION STRATEGY IN INCREASING COSMETIC SALES VOLUME STUDY AT WW BEAUTY COSMETICS STORE IN MALANG

Abstract

Currently, the cosmetic industry is usually experience very rapid growth, and competition in the personal care sector and the cosmetic industry is getting tighter. In the business world competition is very fierce and intent, at the domestic and global market levels. The problem faced by the WW Beauty located at malang Cosmetics Store is the lack of promotion of cosmetic products sold and the difficulty in increasing sales. The purpose of this study is to determine the Digital promotion strategy in increasing Sales volume at the WW Beauty Cosmetics Store. This study uses a qualitative descriptive method. Data collection techniques are carried out through in-depth interviews and field observations. In addition, SWOT analysis is used to identify internal and external factors that influence promotional strategies in increasing sales volume at the WW Beauty Cosmetics Store. The results of this study are that the WW Beauty Cosmetics Store has several promotional strategies including; use of social media, product bundling systems, discount promotions, and collaboration with local influencers. However, these strategies have not been carried out consistently and have not been supported by data. The results of the SWOT analysis data show that the WW Beauty Cosmetics Store is in quadrant V, which means that the WW Beauty Cosmetics Store must be able to maintain the current market promotion strategy and can increase the effectiveness of digital promotion and internal management.