MARKETING STRATEGY TO INCREASE FALSE EYELASH SALES AT PT.SHINHAN CREATINDO IN PURBALINGGA REGENCY

This research aims to analyze and formulate an ef ective marketing strategy to increase the sales of false eyelashes at PT. Shinhan Creatindo in Purbalingga Regency. The company faces several challenges, including a lack of understanding of customer preferences and fierce market competition. Without a clear understanding of customer desires, marketing ef orts are unlikely to succeed. Therefore, it is crucial for the company to develop innovative, targeted marketing strategies that can help it compete with rivals and attract a larger customer base. The study adopts a field research approach, using observation, interviews, and documentation methods. Observation was conducted to directly assess the company's current marketing strategies, while interviews with the production manager provided deeper insights into the strategies in place. Documentation techniques were used to collect relevant data, including company records, reports, and marketing agendas. The SWOT analysis results reveal that PT. Shinhan Creatindo is currently following a stable growth strategy with an S < 0 score, suggesting that the company should focus on maintaining steady growth. The internal factors analysis (IFAS) and external factors analysis (EFAS) indicate that positive internal factors outweigh weaknesses, and external opportunities are greater than the threats faced. As a result, the company has the potential to transform its strengths into achievements. The recommended policy is to gradually expand the company’s business role, leverage available opportunities, and ensure product quality assurance to improve customer satisfaction.