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Articles

Marketing Strategy in Increasing Product Sales at PT Avipen Adhitama Industries in Tangerang City

  • 1* Universitas Pamulang.
  • 2 Politeknik Ahli Usaha Perikanan,

* Corresponding Author: Haryantini

Open Access
DOI
https://doi.org/10.59431/ijer.v6i1.636
Published
Pages
284–290

Issue

Vol. 6 No. 1 (2026)

Indonesian Journal Economic Review (IJER)
March

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

Marketing Strategy Sales Improvement

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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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.

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Copyright (c) 2026 Haryantini, Priyantini Dewi

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