ADAPTIVE STRATEGIES OF PULI BAJIK CRACKERS BUSINESS ACTORS IN INCREASING SALES VOLUME

Abstract

MSMEs significantly contribute to economic growth, including the Kerupuk Puli business in Bajik Village, Bancaran District, Bangkalan Regency. This study analyzes the marketing strategies employed by MSME actors to boost sales volume using a qualitative case study approach. Data were collected through observation and interviews to gain a deep understanding of social and business dynamics. The research aims to describe systematically and accurately how marketing strategies impact brand awareness, market expansion, competitiveness, customer loyalty, sales optimization, and production-distribution efficiency. Findings reveal that strategies such as leveraging social media, improving packaging, and innovating products enhance business competitiveness. The study concludes that adapting to market trends and embracing digital technology are essential for sustainable growth in MSME marketing