Metamorphosis from Upstream to Downstream as a Strategy to Increase Turnover

Abstract

Research aim: The purpose of this study is to analyze the marketing
strategy applied by Toko BmB Puring Kediri to increase product sales.
Design/Methode/Approach: This research uses a descriptive qualitative
approach. Where I got information by conducting interviews to business
places and interviews with 2 informants, namely business owners and
store management.
Research Finding: The background of the formation of the BmB Puring
Shop business began in 2020. The informant's business is engaged in the
field of leaf ornamental plants, namely puring ornamental plants. How
to set the price at the BmB Puring Shop depends on the type of id sold
because different ids have different prices, in addition to that judging
from the size of the puring and the color of the menor, the more menor,
the more expensive the price. Meanwhile, the advantage of this BmB
Puring Store that differentiates it from other stores is the quality of the
products it sells. How to market puring products in this store through the
tiktok live e-commerce platform. The distribution of the product is
carried out directly to consumers without intermediaries of collectors or
wholesalers. Meanwhile, the delivery of this puring product itself has
reached outside Java and Bali.
Theoretical contribution/Originality: This research is expected to be
able to add information in the field of marketing strategy, especially for
MSMEs of the puring type of ornamental plants. This research also
provides additional insights in the field of economics, especially in the
field of marketing to increase sales turnover.
Practitionel/Policy implication: For MSME owners, this research is
expected to provide recommendations and information related to the
strategy to increase turnover applied in the business. For readers, this
research is expected to be an additional source of reference for those
who are interested in topics regarding marketing strategies to increase
sales turnover. Meanwhile, for local governments, this research is
expected to provide input or solutions in formulating MSME marketing
strategy policies. As well as encouraging the government to continue to
support the sustainability of MSMEs, especially in the puring ornamental
plant industry sector in Kediri Regency.
Research limitation: The limitation in this study is the lack of complete
sales information data because the business owner has not done
bookkeeping between the incoming and outgoing money used to produce
this puring plant.