STRATEGI BISNIS USAHA MIKRO, KECIL DAN MENENGAH DALAM MENINGKATKAN PENJUALAN (STUDI KASUS PADA PENGUSAHA UMKM INDUSTRI KREATIF DI CAR FREE DAY (CFD) KOTA MALANG)

This study was conducted on the basis of the number of MSME creative industry entrepreneurs in Malang City CFD. A qualitative approach was used in the process of extracting data in this study. This research is a descriptive study. This study uses data mining techniques in the form of semi-structured interviews, observations, and documentation in the form of audio and photographs. The research location was in the CFD of Malang City, Klojen Subdistrict, Malang City, East Java Province. The process of data analysis in this study is by collecting data, reducing data, presenting data and drawing conclusions. While the validity of the data is examined using source triangulation techniques. The results of this study of MSME entrepreneurs in the creative industries in Malang City CFD, determine the marketing strategy with 4P marketing mix namely Product, Price, Place / Distribution, Promotion.