THE EFFECTIVENESS OF PROMOTIONAL STRATEGIES IN INCREASING SALES OF TRADITIONAL FOOD MSMES IN CIAMIS

Lati Sari Dewi Lati

Authors

Lati Sari Dewi Lati STIE Latifah Mubarokiyah

Abstract

Abstract
This study aims to evaluate: The promotional strategies implemented by traditional food MSMEs in Ciamis Regency; The sales volume achieved by these MSMEs; and The impact of promotional strategies on sales volume. Using a descriptive quantitative method with a sample of 65 respondents selected through total sampling, the study reveals that: The promotional strategies employed by traditional food MSMEs in Ciamis Regency are effective; The sales volume of these MSMEs is satisfactory; and Promotional strategies have a positive and significant effect on sales volume, with a coefficient of determination of 37.7%. This indicates that promotional strategies account for 37.7% of the variation in sales volume, while the remaining 62.3% is influenced by other factors not explored in this study. The findings suggest that while promotional strategies play a crucial role, additional research is needed to identify other factors impacting sales volume.

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