Zahro', Siti Lailatuz (2019) Implementasi bauran promosi dalam upaya meningkatkan volume penjualan pada Toko Bangunan Tunggal Tata di Tuban Jawa Timur. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Material merupakan bahan baku yang mendukung proses pembangunan infrastruktur yang menyebabkan munculnya bisnis dalam bidang material bangunan, maka banyak pesaing muncul sehingga diperlukan bauran promosi dalam mempertahankan maupun meningkatkan jumlah penjualan. Bauran promosi mempunyai enam elemen yaitu Advertising, Personal Selling, Sales Promotion, Direct marketing, Public Relation and Publisity, Word of Mouth. Pada saat ini toko bangunan Tunggal Tata berkembang pesat dengan jumlah volume penjualan yang meningkat, sehingga penelitian ini bertujuan untuk mengungkapkan bagaimana implementasi bauran promosi yang dilakukan oleh toko bangunan Tunggal Tata.
Penelitian ini dilakukan dengan menggunakan metode penelitian kualitatif deskriptif. Pengumpulan data dilakukan dengan teknik wawancara, dan observasi, serta dokumentasi. Dalam menganalisis data menggunakan teknik interaktive Model.
Hasil Penelitian menunjukkan bahwa toko bangunan Tunggal Tata menerapkan bauran promosi melalui lima elemen yaitu Advertising melalui media logo, Personal Salling melalui media pelayanan, Sales Promotion melalui media pemberian hadiah, Direct Marketing melalui media katalog, dan Word of Mouth. Berdasarkan temuan dilapangan, selain lima elemen dari bauran promosi tersebut, toko bangunan Tunggal Tata menggunakan media tambahan yakni memberikan keringanan pada pelanggan dalam proses pembayaran bahan bangunan dalam bentuk pemberian hutang. Oleh karena itu toko bangunan Tunggal tata berhasil dalam meningkatkan volume penjualan dalam empat tahun terakhir.
ENGLISH:
Material is the raw materials in development process favor of infrastructure that led to the business in the field of the material then a contender appeared so needed promotion mix to defend and increase the number of sales.Mix promotion has six elements, namely Advertising Personal Selling, Sales Promotion, Direct marketing, Public Relations and Publisity, Word of Mouth. At this time building material shop Tunggal Tata flourishing with the number of the volume sales increased, so that this study aims to express how implementationt promotion mix carried out by building material shop Tunggal Tata.
This study was conducted by using the studying descriptive of qualitative. Collecting data with interview, observation, and documentation. In the analyzed data use a technique interaktive Model.
The results of study shows that Tunggal Tata of applying promotion mix through five elements, namely Advertising through the media logo, Personal Salling through the media service, Sales Promotion through the media giving a gift, Direct Marketing through the media catalog, and the Word of Mouth.Based on the findings in fact, in addition to the five elements of promotion mix, the building material shop Tunggal Tata of using the media that provide additional dispensation to customers in the payment process of building materials in the form of giving a debt. Therefore Tunggal Tata shop the succeeded in improving the volume sale in four years.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Firmansyah, Fani | ||||||
Contributors: |
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Keywords: | implementasi; bauran promosi; volume penjualan; implementation; promotion mix; sale's volume | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Dian Anesti | ||||||
Date Deposited: | 26 Sep 2019 12:12 | ||||||
Last Modified: | 26 Sep 2019 12:12 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/14696 |
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