Analysis Of Marketing Mix Strategy In Increasing Sales Volume At KIP Store Bengkulu City

This research aims to analyze the marketing mix strategy on purchasing decisions at the KIP Store in Bengkulu City. The type of research is qualitative research. Research informants are business owners, employees and consumers from KIP Store Bengkulu City. The research results show that the position of the Bengkulu City KIP Store is in quadrant III with an internal factor coordinate point of -0.25 and an external factor coordinate point of +0.10. This means that KIP Store Bengkulu City is in a situation where it must minimize its weaknesses by seizing existing opportunities. The strategy that must be applied in this condition is conservative. The conservative strategy, namely KIP Store Bengkulu City, faces large market opportunities, but on the other hand, has several internal obstacles/weaknesses. What must be implemented by KIP Store Bengkulu City is the WO (Weakness - Opportunity) strategy, this strategy is a strategy created by taking advantage of existing opportunities to minimize the weaknesses they have. Some WO (Weakness - Opportunity) strategies that can be carried out by KIP Store Bengkulu City are improving good and professional service, increasing the availability of goods with good quality and affordable prices, utilizing large areas of land to carry out business development at the KIP Store 02 branch, taking advantage of technological developments (digital marketing) by collaborating with influencers and maximizing promotions on social media.