IMPLEMENTATION OF MARKETING STRATEGIES IN INDONESIAN INDIE BOOKIES PUBLISHERS IN INCREASING SALES VOLUME

  • Nurani Universitas Tulungagung
  • Fatma Eka Intan Frahmana Universitas Tulungagung
  • Annisa Sulihandini Universitas Tulungagung
Keywords: Marketing Strategy, Sales Volume, Marketing Mix, Book Publisher

Abstract

The growth of the publisher business in Indonesia has developed rapidly. This can be proven in IKAPI (Indonesian Publishers Association) research, that there has been a development in the number of published book titles published in the last 3 years. Based on the 2020 bookkeeping research report, it was reported that from 2017-2018 there was an increase in the number of book titles published by 16,162 titles, an increase of 25.8%. Meanwhile, from 2018-2019 there was an increase in published book titles of 16,749 titles or a growth of 21.2%. (IKAPI, 2020). Of course, this can be a challenge for publishers. The purpose of conducting this research is to find out the implementation of the marketing strategies applied by indie Bookies Indonesia publishers and to find out the impact of the implementation of marketing strategies by Indonesian Indie Bookies Publishers on sales volume. The type of research used is descriptive qualitative research. The data used are primary and secondary data. The data was obtained through in-depth interviews. The data analysis technique used is to use data collection, data reduction, data display, drawing conclusions. The results of this study are that Bookies Indonesia uses 4 marketing mixes, namely product, price, promotion, place, in increasing their sales volume. The impact of implementing the marketing strategy obtained from the 4 marketing mixes is that it can affect the volume of book sales each year. This can be seen from 2019 to 2020, it was recorded at Rp. 180 million turnovers issued and has a profit of Rp. 90 million. In 2020 to 2021 there will be an addition so that it becomes Rp. 189 million turnover issued, profits increased to Rp. 120 million. Meanwhile, from 2021 to 2022 it will be recorded at Rp. 200 million turnover issued, with a profit of Rp. 120 million.

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Published
2023-12-30
How to Cite
Nurani, Fatma Eka Intan Frahmana, & Annisa Sulihandini. (2023). IMPLEMENTATION OF MARKETING STRATEGIES IN INDONESIAN INDIE BOOKIES PUBLISHERS IN INCREASING SALES VOLUME. INTERNATIONAL SEMINAR, 5, 379-389. https://doi.org/10.36563/proceeding.v5i0.144