ANALYSIS OF THE MARKETING STRATEGY OF UMKM QUKYTA SHOES IN INCREASING SALES POST-PANDEMIC

Abstract

This qualitative case study examines the marketing strategies implemented by UMKM Qukyta Shoes to recover sales in the post-pandemic era. The research identifies several key approaches, including product diversification, pricing adjustments, digital marketing optimization, and distribution network expansion. The study highlights how product diversification aims to attract new market segments and meet changing consumer preferences, while strategic pricing seeks to maintain competitive advantage and customer loyalty. The use of digital platforms for marketing activities, such as social media and online marketplaces, has played a crucial role in increasing brand visibility and reaching a wider audience. Additionally, expanding distribution channels has allowed the business to enhance product accessibility. However, challenges such as product plagiarism, limited human resources, and financial constraints have been identified as obstacles to achieving sustainable growth. The study emphasizes the importance of innovative marketing and adaptive strategies in overcoming these challenges to ensure continued development and competitiveness in the footwear industry.