Marketing Strategy of Natural Soap (Hand Made Industry) In Small and Medium Micro Businesses (MSMEs) Tambora Exotic Dompu Regency

Abstract

Marketing is an activity where business actors offer their products to consumers either directly or indirectly to be able to receive these products with all their ideas and ideas so that these products can be of interest to customers. The study was conducted to determine the Marketing Strategy of Natural Soap (Hand Made Industry) in Small and Medium Enterprises (UMKM) Tambora, Dompu Exotic Regency. The research method is carried out with a qualitative approach, namely a case study approach using a semi-structured interview technique for MSME owners and participants in the object with a research duration of 4 months from July to November 2021. The results of the study state that marketing is an important element that must be considered in order to match expectations, namely getting expected customer loyalty. Various types of MSMEs with various kinds of products produced and offered are almost the same because MSME products are easy to make with materials that are not so expensive so that a marketing strategy is needed to be able to increase the competitiveness of the products produced by MSMEs. In an effort to develop a marketing strategy, it is very necessary to have complete information related to the market.