Marketing Strategy Warm Bread to Increase Consumer Repurchase Interest in Ciherang Pondok Village, Bogor Regency

Analysis Economic Sharia

Abstract

The research carried out by researchers was carried out in the Ciherang Pondok village area, Bogor Regency. This research aims to find out what kind of marketing strategies can attract consumers' buying interest and also to make it easier for business actors to market products that they already have and can be accepted by the community amidst the large number of products. the same effort. And to find out marketing strategies to attract consumers' repurchase interest. This research uses a descriptive qualitative method, namely conducting research by interviewing business owners directly and processing the data obtained by describing (describing) the data that has been obtained previously. Where data collection is carried out by means of observation, interviews, and also documentation. The object used in this research is the owner of the Angget Bread business in Ciherang Pondok village. The marketing strategy that was initially used by business owners was only carried out offline, namely by selling around, but after carrying out this research, a way or strategy was found to increase consumers' interest in repurchasing, namely by continuing to sell around but also assisted by selling online. Online, namely via WhatsApp, which is quite helpful in increasing consumers' repurchase interest from the previous strategy, because from the results of the research conducted, there was an increase of 5% obtained after carrying out this online marketing strategy. So it is felt that this method can be quite helpful in increasing consumers' repurchase interest. However, apart from that, there is still an obstacle in this problem, namely the lack of human resources who understand digitalization in order to add promotions or other strategies to attract repurchase interest from consumers around Ciherang Pondok village.