Analysis of Marketing Strategies in Increasing Sales at Ska Motor Dealers in the Duchy of Majalengka Regency

Abstract

This study analyzes the focus of the marketing strategy problems that exist in the Ska Motor Dealer
of the Majalengka Regency. The purpose of this research is to find out the implementation and
problems of marketing strategy at the Ska Motor Dealer of the Kadipaten Majalengka. The
approach uses a qualitative method approach. The sampling technique was carried out by purpsive
sampling technique. Informants are branch heads and consumers. The research data used the Milles
and Huberman model with the steps used data reduction, data display and conclusion. Test the
validity of the data using triangulation techniques. The marketing strategy used by the Ska Motor
Dealer Majalengka Branch includes the 7Ps (product, price, place, promotion, people, physical
evidence, and process). The results of the marketing strategy research at the Ska Motor Dealer,
Majalengka Kadipaten Branch, show that the dimensions of the product are seen in the quality of
the product is good, the price dimension is seen in the pricing is quite good and the price discount is
quite good but not optimal, the dimensions of the place seen from the location are good, the
dimensions of the promotion can be seen in direct marketing, advertising and personal selling are
good enough but there are some that are not optimal in promotion, the people dimension seen from
the customer service is good, the physical evidence dimension is seen in quite good facilities, the
process dimension is seen from good communication. Ska Motor Dealers in the Duchy of
Majalengka to further improve their sales promotions and hold more discounted prices