Perilaku Respon Konsumen Terhadap Alat-Alat Promosi Penjualan Mirota Kampus Yogyakarta

Dianingtyas, Aidha Prihastuti , Drs. Teguh Budiarto, M.I.M

2007 | Skripsi | S1 Management

Mirota Kampus Yogyakarta, sebagai retail bertipe supermarket yang memiliki tingkat penggunaan alat-alat promosi penjualan tinggi haruslah mampu melihat keefektivan alat-alat promosi penjualan yang digunakan. Perilaku respom konsumen (store switching, purchase acceleration, stockpiling, product trial, spending more) terhadap empat alat promosi penjualan yang berbeda (discounts, samples, price packs, sweepstakes) telah diteliti melalui survei terhadap 98 mahasiswa Universitas Gadjah Mada yang melakukan pembelian di Mirota Kampus antara bulan September-November 2006. Store switching, purchase acceleration, dan product trial memiliki nilai rata-rata tidak berbeda secara signifikan terhadap empat alat promosi penjualan yang berbeda. Stockpiling dan spending more memiliki nilai rata-rata yang berbeda secara signifikan terhadap empat alat promosi penjualan yang berbeda. Dari total nilai rata-rata seluruh perilaku respon konsumen terhadap alat-alat promosi penjualan tersebut, discount oleh konsumen dirasa relatif lebih efektif dalam mendorong store switching, purchase acceleration, stockpiling, product trial dan spending more. Disisi lain, samples, oleh konsumen dirasa relatif kurang efektif dalam mendorong seluruh tipe perilaku respon konsumen secara umum. Disajikan pula rekomendasi bagi pemasar disertai dengan saran-saran untuk penelitian selanjutnya.

Mirota Kampus Yogyakarta, as a supermarkets that heavy users of sales promotion need to be able to assess the effectiveness of these tools. Consumer response (store switching, purchase acceleration, stockpiling, product trial, spending more) to four different sales promotion tools (discounts, samples, price packs, and sweepstakes) was investigated through a survey of 98 student from Gadjah Mada University which has purchase in Mirota Kampus between September-November 2006. Store switching, purchase acceleration, and product trial has no significant different by mean to four different sales promotion tools. Stockpiling and spending more has significant different by mean to four different sales promotion tools. From means total all types of consumer response to sales promotion tools, discount offers were felt by the consumers to be relatively effective for inducing store switching, purchase acceleration, stockpiling, product trial and spending more. Samples, in contrast, were felt to be relatively ineffective in terms of generating all types of consumer response. Recommendations for marketers are presented, along with suggested directions for future research.

Kata Kunci : Sikap Konsumen, Promosi Penjualan, Alat Penjualan