Analisis Bauran Promosi Terhadap Keputusan Pembelian Pada Pusat Oleh-Oleh Khas Jambi (Studi Kasus Outlet Temphoyac)

Riko Mappadeceng, Muhammad Amali

Abstract


This research aims to identify marketing mix factors and find out the current promotional strategy of Temphoyac Outlets, Identify influential factors in, develop a Temphoyac Outlet promotion strategy and Analyze more appropriate promotional strategies for Temphoyac Outlets and provide appropriate alternative recommendations for Temphoyac Outlets. This research activity is limited by the field of promotion. This research looks at the company's side, how the company executes its promotional strategy, and discusses the selection of the most effective promotional programs that can be considered based on the factors that influence the selection of promotional programs that can be found from interview results and questionnaires. The respondents selected are parties involved in the promotion activities of Temphoyac Outlets and consumers in Temphoyac Outlets, This study was analyzed using multiple linear regressions.with results Y = 6,906 + 0.515 , marketing mix factors consisting of product quality, promotion and distribution channels, each had a significant positive influence, and together had a positive and significant influence on the purchasing behavior of a product/item.

Keywords


promotion; purchase; by; temphoyac outlet

Full Text:

PDF

References


Angipora PM. 2002. Dasar-dasar Pemasaran Edisi 2. Jakarta (ID) : PT. Raja Grafindo Persada.

Jefkins Frank F. 1997. Periklanan. Jakarta (ID): Erlangga.

Kotler. 2005. Manajemen Pemasaran (Terjemahan, Jilid I). Jakarta (ID) : PT. Indeks Kelompok Gramedia.

Kotler P dan Armstrong G. 2008. Prinsip-prinsip Pemasaran (Buku 1, Edisi 12). Jakarta (ID): Erlangga.

Kotler P dan Keller KL. 2009. Manajemen Pemasaran Edisi 13 Jilid 1. Jakarta (ID): Erlangga.

Kurniaty S. 2007. Analisis Strategi Promosi Pada Perusahaan Jasa Event Organizer (Studi Kasus CI Production PT.CB Media Komunika). [Skripsi]. Bogor (ID): IPB Press.

Lovelock CH dan Wright LK. 2007. Manajemen Pemasaran Jasa (terjemahan). Jakarta (ID): PT. Indeks Kelompok Gramedia.

Marimin. 2004. Tehnik dan Aplikasi Pengambilan Keputusan Kriteria Majemuk. Jakarta (ID): Grasindo.

Marimin dan Maghfiroh N. 2011. Aplikasi Tehnik Pengambilan Keputusan Dalam Manajemen Rantai Pasok. Bogor (ID): IPB Press.

Rachmanda Y. 2009. Analisis Strategi Bauran Promosi AJB Bumiputera 1912 Cabang Siliwangi Bogor. [Skripsi]. Bogor (ID): Institut Pertanian Bogor.

Rangkuti F. 1997. Analisis SWOT: Teknik Membedah Kasus Bisnis. Jakarta (ID):PT. Gramedia Pustaka Utama.

Rismiati C & Suratno B. 2001. Pemasaran Barang dan Jasa. Yogyakarta (ID): Kanisius.

Sari OL. 2006. Strategi Promosi Pada Perusahaan Jasa Konsultan Teknologi Informasi (Studi Kasus pada PT. Mutiara Solusindo). [Skripsi]. Bogor (ID): Institut Pertanian Bogor.

Shimp AT. 2003. Periklanan Promosi Prospek Aspek Tambahan Komunikasi Pemasaran Terpadu Jilid I. Jakarta (ID): Erlangga.

Soekresno 2010. Sukses Berbisnis Salon Muslima. Jakarta (ID): PT. Indeks Kelompok Gramedia.

Tjiptono F. 2008. Strategi Pemasaran Edisi III. Yogyakarta (ID): Andi offset

Umar A. 2001. Peranan E-Business dalam Upaya Meningkatkan Penjualan (Studi Kasus pada Jaringan Global Resources). [Tesis]. Bogor (ID): Institut Pertanian Bogor.




DOI: http://dx.doi.org/10.33087/eksis.v11i2.199

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Eksis: Jurnal Ilmiah Ekonomi dan Bisnis
Publisher: Faculty of Economics, Batanghari University
Jl. Slamet Ryadi, Broni-Jambi, Kodepos: 36122, Phone: 0741-668280, email: eksis.feubr@gmail.com

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.