Marketing Strategies to Increase Sales of Zamano Bag SMEs in Kebonharjo

Abstract

This study aims to identify the factors causing the decline in sales and to analyze the marketing strategies, challenges, and weaknesses faced by Zamato Bags in efforts to revive MSMEs after the COVID-19 pandemic. MSMEs are one of the important pillars of the national economy, and their recovery can be supported through marketing digitalization and product innovation. This study employs a qualitative descriptive approach using interviews and observations as data collection techniques, with purposive sampling applied to select five respondents consisting of business owners, consumers, employees, and the research team. The findings are expected to provide insights into effective strategies for overcoming business obstacles, improving marketing efforts, and strengthening the competitiveness of MSMEs in the digital era.