Analisis Strategi Pemasaran Syariah Dalam Meningkatkan Penjualan Pada Kerupuk Ikan Dua Putri Dan Kerupuk Ikan Salwa Di Seberang Kota Jambi

Dua Putri Fish Crackers and Salwa Fish Crackers are MSMEs located in Dersa Pasir Panjang Seberang Jambi City, where this area is a well-known area for producing fish crackers. These two businesses have different marketing strategies which have an impact on the sales obtained. The aim of this research is to analyze the strategies, constraints and marketing efforts carried out by Dua Putri Fish Crackers and Salwa Fish Crackers in Seberang Jambi City in increasing sales. This type of research is derskrirptirf kualirtatirf. The data collection technique was carried out using interviews, observation and documentation. The data analysis method used is SWOT Analysis. The results of the research concluded that: (1) The marketing strategy carried out by Dua Putri Fish Crackers and Salwa Fish Crackers across Jambi City in increasing sales using SWOT analysis which includes Strengths, Weaknesses, Opportunities, and Threats produce SO Strategy (Strength-Opportunities), ST Strategy (Strengths-Threats), WO Strategy (Weakness-Opportunities), and WT Strategy (Weakness-Threats); (2) The obstacles faced by Dua Putri Fish Crackers and Salwa Fish Crackers in Seberang Jambi City in increasing sales are tight competition, changes in consumer demand, distribution limitations, access to marketing networks, and digital marketing limitations; and (3) Efforts made by Dua Putri Fish Crackers and Salwa Fish Crackers in Seberang Jambi City to overcome the obstacles faced in increasing sales are improving product quality, updating packaging and launching new flavor variants, marketing via social media, participation in bazaars, exhibitions, and special packages for events, and collaboration with local distributors