Investigating the Sale Strategies of Mini Market in Traditional Market Area in West Java

  • Iman Hikmat Nugraha


This paper aimed to determine the sales strategy of a mini market business in the traditional market area of West Java. Many research findings on entrepreneurs report that sales strategies by mini markets and other businesses focus heavily on the success of achieving the ultimate goal in terms of profits but not yet on the value and sustainability of the business. To understand the purpose of this study, a series of cross-sector studies were conducted consisting of observations, surveys and short interviews with several mini market managers and customers in several traditional market locations. After the data was collected, analysis was carried out, among others, for interview data through coding analysis, revisions, and conclusions. Meanwhile, the survey data is by finding the common ground between the sales strategy variables with simple causal variable analysis. So, we can conclude that the most important factors that are mostly carried out by managers / owners of mini markets are: 1) Determining the target of marketing goods. 2) Trying to give a discount for the main component / item at a certain time. 3) Updrade of education and experience in managing goods and sales, 4) communication and optimal service and consumer care, 5) Feasibility of place / business location, completeness of goods and supporting facilities, 6) traditional promotion, namely promotion of word of mouth, and 7) Selection mini market location.