STRATEGI PEMASARAN BARANG DI TOKO HANDAYANI DI KELURAHAN BALANDAI KECAMATAN TEWEH TENGAH KABUPATEN BARITO UTARA

Abstract

This study aims to determine the marketing strategy implemented at Handayani Store in Balandai Village, Bara District, Palopo City. The focus of the study is to understand how the store designs and implements marketing strategies to attract and retain customers amidst existing market competition. This research method uses a qualitative descriptive approach at Handayani Store in Palopo City. Primary data sources include observations, interviews, and documentation, as well as secondary data sources from the literature and previous research. Data analysis was conducted through data reduction, presentation, triangulation, and drawing conclusions to identify patterns and meaning. The results indicate that Handayani Store uses a marketing strategy focused on meeting consumer needs by providing a complete product range at competitive prices. Promotions are limited and emphasize responsive service and a strategic location. In conclusion, the implemented marketing strategy is quite effective in increasing purchasing interest and customer loyalty. However, product differentiation and promotional development are recommended to further enhance competitiveness.