REVIEW OF MARKETING MIX STRATEGY (4P) ON MS GLOW SALES IN PURWOKERTO

This research aims to analyze the decline in sales of Ms. Glow Store Purwokerto and increase the effectiveness of the marketing mix strategy implemented. This research uses a qualitative descriptive method through a case study approach. Data was obtained from interviews, observations, and documentation with a focus on four elements of the marketing mix (4P): price, product, promotion, and distribution. The research results showed that the decline in sales of Ms Glow in Purwokerto was influenced by the lack of suitability of pricing strategy to consumer purchasing power, limitations in promotional variation and consistency, lack of innovation in product variants and packaging design, and distribution access that was not optimal. Based on these findings, it is recommended that Ms. Glow Store Purwokerto carry out a more competitive price adjustment strategy, expand promotional channels and promotional media used, innovate products and packaging, and increase product accessibility through strengthening distribution. If the 4P strategy (Product, Price, Promotion, and Place) has been implemented but sales continue to decline, it is necessary to carry out a more in-depth evaluation of the 7P strategy, which can contribute to increasing sales.