Strategies To Increase Sales Volume In Dealing With The Modern Shop (Study on a Grocery Store at GKB Cluster– Gresik)

Abstract

Grocery stores and modern stores are traders who are engaged in the retail business with the aim of making a profit. With the development of the era, it's not even just a grocery store, as now, modern stores, namely Indomaret and Alfamart, have been established on GKB Cluster, Gresik. Modern stores are a threat to grocery stores because most people visit and shop at modern stores. This study aims to determine the strategy of grocery stores in increasing their sales volume to face modern stores. This type of research is descriptive with a qualitative iapproach. Data was collected by means of observation and interviews. The data analysis technique used in this research is using the interactive model of Miles and Huberman (1984), namely data collection, data reduction, data presentation, verification. The result of this study is that the researchers found the strategy used by the grocery store by doing a promotion mix and service quality.