STRATEGI PEMASARAN NASTAR GLUTEN FREE UNTUK MENINGKATKAN PENJUALAN

Abstract

This study aims to analyze the marketing strategies for gluten-free nastar using a SWOT approach and the 4P marketing mix to increase sales. We conducted this research qualitatively in Banjarejo Village, Tulungagung, from February 2023 to March 2025. We collected data through direct observations and in-depth interviews, which we then analyzed using Miles and Huberman’s interactive model. Our findings show that marketing strategies that leverage internal strengths and market opportunities can effectively enhance competitiveness. Highlighting the health benefits of the product is its primary strength. To support long-term sustainability, we recommend strengthening digitalization, diversifying products, obtaining gluten-free certification, building strategic partnerships, training human resources, and stabilizing the supply chain. These steps can help a home-based gluten-free nastar business grow in a competitive functional food industry.