ANALYSIS OF MARKETING STRATEGY TO INCREASE PRODUCT SALES AT NINE9 STORE ONLINE SHOP IN JAMBI CITY

This study aims to analyze the marketing strategies applied by Nine9 Store, an online shop in Jambi City, to increase product sales. Using the SWOT analysis method (Strengths, Weaknesses, Opportunities, Threats), this research identifies internal and external factors influencing Nine9 Store's marketing success. Data was collected through interviews, observations, and document reviews, then analyzed to develop relevant strategies. The results show that Nine9 Store has major strengths in product quality and excellent customer service but faces weaknesses in suboptimal digital promotion. Opportunities, such as the growing trend of online shopping and strategic partnerships, can be leveraged to expand market share, while threats from intense competition and shifting consumer preferences require particular attention. Proposed marketing strategies include enhancing digital marketing activities through social media, optimizing content, and strengthening customer loyalty programs. By implementing these strategies, Nine9 Store is expected to increase its competitiveness and sales volume in the online marketplace.