STRATEGY TO IMPROVE BADAK SOFT DRINK SALES AT PT.PABRIK ES SIANTAR, NORTH SUMATERA

Abstract

The sale of Badak soft drinks by PT. Pabrik Es Siantar has decreased significantly due to the absence of new innovations to support the sales. In addition, during the Covid 19 pandemic which had an increasingly impact on the company. The purpose of this research is to analyze the factors that support the increase sales of Badak soft drinks in accordance with existing theories. The research method used a qualitative research by interviews, observation, documentation and triangulation, which is conducting direct interviews with informants and the results of the interviews were analyzed using the previous theory. The results of this study indicate several things such as that innovation of the product is very important both the novelty of the packaging, the quality of the drink and the availability of raw materials. Besides innovation, promotion also plays an important role in increasing sales and The important thing is to pay attention to product prices.