Analisis Strategi Pemasaran SAKHA Boutiqe (Butik&Batik) dalam Meningkatkan Minat Beli Konsumen

Abstract

This study aims to describe the marketing strategies implemented by SAKHA Boutique in increasing consumers’ purchase intention through the application of the 4P marketing mix, which includes product, price, place, and promotion. The study employs a qualitative method with a phenomenological approach to understand the experiences and perceptions of business actors regarding the marketing strategies applied. Data were collected through observation, interviews, and documentation of the marketing activities carried out by SAKHA Boutique. The findings indicate that SAKHA Boutique has implemented an integrated 4P marketing strategy, as reflected in the provision of high-quality products with artistic value, pricing strategies aligned with product quality, distribution through both offline and online channels, and promotional activities utilizing social media and live streaming features. The study also identifies several challenges, including limited product variation, suboptimal distribution systems, and inconsistent promotional activities. Therefore, continuous efforts to strengthen marketing strategies are necessary to more effectively enhance consumers’ purchase intention.