ANALISIS STRATEGI MARKETING MIX HNI HPAI (HALAL NETWORK INDONESIA – HERBA PENAWAR AL WAHIDAH INDONESIA) DALAM MENINGKATKAN PENJUALAN (Studi Kasus Pada HNI HPAI Business Center Medan 8)

Abstract

Currently, many companies produce similar products at relatively cheaper prices. In order to be able to compete well, companies are required to maximize marketing strategies. This research uses a descriptive qualitative approach with interview, documentation and literature study methods. The results of the research are marketing mix strategies to increase sales at the Medan 8 Business Center, namely in terms of products, the Business Center offers all HNI product variants starting from herbal products, health food, cosmetics and homecare and fashion and Islamic lifestyle. In terms of price, the Medan 8 Business Center sets two prices, namely the agent/member price and the ordinary consumer price. In terms of location/distribution channels at Business Center Medan 8, get distribution channels at Business Center Medan 8, it is very easy to find supplier houses, choose locations in busy areas, supplies of HNI products at Business Center Medan 8 are always available, transportation used by Business Center Medan 8 namely self-expedition and for long-distance deliveries using train, Simpati and JNT services and for logistics coverage, namely storage at the Medan 8 Business Center, a place is provided that is not too big but is suitable for storing HNI goods. In terms of promotions carried out by the Business Center with a personal selling system, home sharing, PCA (Use, Tell, Invite) and social media. The marketing mix strategy implemented by the Medan 8 Business Center is in accordance with the teachings of Islamic law. The impact of the marketing mix strategy on increasing sales at the Medan 8 Business Center in each period where the strategy produces a significant increase in product sales. However, there are also times when the marketing mix strategy does not provide the same satisfactory results. There are certain months or periods where the Medan 8 Business Center experiences a decline in sales. The obstacles faced by the Medan 8 Business Center are the first, a lack of manpower to handle marketing, a lack of digital understanding, not being able to implement online promotions optimally to attract more people and competitive prices, not being able to reduce prices if there are no central HNI regulations.