Analisis Usaha Sebagai Upaya Meningkatkan Volume Penjualan Pada Kain Batik Lamongan (Studi Pada UKM Batik UD.Cahaya Utama Desa Sendangagung, Kec.Paciran, Kab.Lamongan)

UKM Batik UD. Cahaya Utama Lamongan produces products that have high artistic value because they still maintain the authenticity of the motifs and techniques of making written batik continue to follow the progress of the trend. By using a SWOT analysis and marketing mix, this study aims to recommend a marketing strategy for the UD Batik UKM. Cahaya Utama in increasing sales volume to have strong competitiveness. This research is qualitative. Data collection techniques through interviews, observation, and documentation. The analysis technique used is data collection, data reduction, data presentation, and concluding. From the results of the SWOT analysis, internal and external factors obtained a total score of strengths (1.25), weaknesses (1.05), opportunities (1.35), and threats (0,95). From the SWOT analysis, it is then depicted in the Cartesian diagram that the coordinate points are in the SO strategy, namely the development (Growth) strategy, supported by the 4P marketing strategy, namely place, product, price, and promotion to increase sales volume.