Strategi Pemasaran Konvensional Pada Usaha Mikro dan Menengah Nata De Coco di Era Digitalisasi

Abstract

Marketing strategy is an in-depth market analysis to understand market conditions and customer needs to achieve marketing goals. Conventional marketing is a strategy that is often used by companies which can reach a wider target audience and see products or services directly and in real life. This research was conducted to provide an overview, describe and interpret the existing situation regarding conventional marketing strategies in increasing sales of nata de coco in the era of digitalization, precisely at Sidoharjo Market, Lamongan Regency. The implementation of marketing strategies by traditional market nata de coco traders is largely in accordance with marketing theory including product strategy, price strategy, location strategy and promotion strategy.