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Articles
Articles
Marketing Strategy in Increasing Product Sales at PT Avipen Adhitama Industries in Tangerang City
Haryantini, Priyantini Dewi
View Author Affiliations
- Haryantini: Universitas Pamulang., Indonesia
- Priyantini Dewi: Politeknik Ahli Usaha Perikanan,, Indonesia
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Abstract
This study aims to analyze marketing strategies in increasing product sales at PT Avipen Adhitama Industries in Tangerang City. The research employs a descriptive qualitative approach with data collection techniques including observation, interviews, and documentation. The results indicate that the company implements a marketing mix (4P) strategy consisting of product, price, place, and promotion. The product strategy focuses on quality and variety, pricing is competitive, distribution is carried out through store and project channels, and promotion is primarily conducted through direct selling and limited digital media. However, several challenges have been identified, such as low brand awareness and limited utilization of digital marketing. The study concludes that while the current strategy is relatively effective, improvements in digital promotion and market expansion are necessary to enhance sales performance sustainably.
Keywords
Author Biographies
Haryantini
Universitas Pamulang.
Management Study Program, Faculty of Economics and Business, Universitas Pamulang, South Tangerang City, Banten Province, Indonesia.
Priyantini Dewi
Politeknik Ahli Usaha Perikanan,
Fisheries Study Program, Faculty of Fisheries Business Experts, Politeknik Ahli Usaha Perikanan, South Jakarta City, Special Capital Region of Jakarta, Indonesia.
Article Identifiers
- Article Title: Marketing Strategy in Increasing Product Sales at PT Avipen Adhitama Industries in Tangerang City
- DOI: 10.59431/ijer.v6i1.636
- Publication Date: 2026-03-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 1
- Pages: 284–290
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 1 |
| Year: | 2026 |
| Published: | 2026-03-28 |
| Pages: | 284–290 |
| Section: | Articles |
Additional Information
How to Cite
Haryantini, & Dewi, P. (2026). Marketing Strategy in Increasing Product Sales at PT Avipen Adhitama Industries in Tangerang City. Indonesian Journal Economic Review (IJER), 6(1), 284–290. https://doi.org/10.59431/ijer.v6i1.636
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This work is licensed under a Creative Commons License.
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