BUSINESS STRATEGY IN INCREASING THE SALES VOLUME OF CARANG MAS PRODUCTS (CASE STUDY AT UD. DELLA MUDA IN MADIREDO VILLAGE - PUJON - MALANG)

UD. Della Muda is a business operating in the food sector. The problems faced by UD. Della Muda is a decline in sales volume and there is no strategy to increase sales volume. Therefore, it is necessary to conduct research on the internal and external environment so that strategies can be found so that they can solve the problems that are occurring. This research aims to determine business strategies in increasing the sales volume of Carang Mas products. This type of research is qualitative. Data collection techniques use interviews, observation, documentation, questionnaires and triangulation. This research used 8 respondents, namely owners and employees. The sampling technique used purposive sampling with the characteristics of owners and employees who worked from 2012 to 2022, aged 27-50 years old, and had junior high school education. The testing tool used is SWOT analysis. The results of this test can be concluded that the Cartesian diagram of SWOT analysis of UD. Della Muda is in quadrant 1, this situation is very profitable. In this quadrant, UD. Della Muda has strengths and opportunities, from strength so she can take advantage of existing opportunities. The strategy is to improve and maintain service to regular buyers, maintain and expand cooperation with other MSMEs in a friendly manner, participate in bazaars or exhibitions of MSME products by displaying bonuses if you buy in large quantities, and expand cooperation with souvenir centers.