IMPLEMENTASI STRATEGI LOCAL STORE MARKETING UNTUK MEMENANGKAN PASAR PERSAINGAN PADA TOKO PAKAIAN DI KOTA TEGAL

Abstract

This research is aimed to find out how far the improvement of store operation that excellence, the increase of store communication effectiveness (visual merchandising), area trading optimization, focused marketing activity and community involvement have been implemented in clothing stores in Tegal city so that the retailers can win Market competition. This study uses a sample of 100 clothing stores in the city of Tegal as respondents. Respondents' answers to closed questions about the variables studied in this study were then analyzed by using index value and Multiple Regression Test while the answer to open question was analyzed qualitatively. The results of this study indicate that the increased effectiveness of communication within the store, focused marketing activities and community involvement have a significant effect on the local store marketing strategy to win the clothing store retailer market in Tegal. For it should be clothing store retailers can further improve and implement these three variables more to win the competition market. Of the five variables above, the community involvement variable has the greatest effect for retailers to win the competition market with a score of0.251. So a retailer to be more active in social activities by providing compensation to the poor and orphans. Keywords: Local Store Marketing Strategy, excellence store operations, visual merchandising, area trading optimization, focused marketing activities and community involvement.