Promotion Mix Strategy of MSME Om Arab in Increasing Sales of Food Products

Abstract

This study aims to find out how to implement a promotion mix strategy to increase sales of Om Arab MSMEs. The data analysis technique used in this research is inductive qualitative data. Through interviews, field notes, and documentation, data were collected systematically.  The results indicate that ‘Om Arab’ has implemented the promotion mix strategy properly and correctly. However, there are still some parts, such as advertising, direct selling and sales promotion that need to be improved to increase store sales. Suggestions for improvements that can be made by ‘Om Arab’ are maintaining Instagram accounts, creating sales promotions that are more relevant to their customers and avoiding unplanned or sudden promotions.