Strategi Promosi PT. Fantasi Erestama Cemerlang (Amazone) Cabang Jogja City Mall Yogyakarta

BANGKIT PANJI N, Fitri Damayanti Berutu, S.E., S.S., M.Sc.

2015 | Tugas Akhir | D3 MANAJEMEN SV

Tugas akhir ini membahas tentang strategi promosi pada PT.Fantasy Erestama Cemerlang (Amazone) Cabang Jogja City Mall, Yogyakarta. Populasi dari penelitian ini adalah konsumen Amazone yang berdomisili di Yogyakarta. Metode penelitian yang digunakan adalah metode deskriptif kualitatif. Metode pengumpulan data dengan metode kuesioner dan observasi. Dengan mengacu pada teori Tjiptono mengenai lima unsur strategi pemasaran personal selling, mass selling, promosi penjualan, hubungan masyarakat, dan direct marketing.Berdasarkan hasil analisis, strategi pomosi amazone telah mampu menyampian informasi dengan baik kepada konsumen. Amazone menggunakan kelima unsur strategi promosi dengan proporsional. Kata kunci : strategi promosi, personal selling, mass selling, promosi penjualan, hubungan masyarakat, direct marketing.

This research talked about a promotion strategy that has been used by PT. Fantasy Erestama Cemerlang (Amazone) Cabang Jogja City Mall. The population that have been used are Amazone�¢ï¿½ï¿½s customers that lived in Yogyakarta. The methode of this research is qualitative descriptive. Questionnaires and observation has been used to get data. Reffering to Tjiptono�¢ï¿½ï¿½s theory about five elements of marketing strategy : personal selling, mass selling, selling promotion, public relation, and direct marketing. Based on results of the analysis, marketing strategy on Amazone had been able to convey information to customers well. Amazone proportionally used the five elements of marketing strategy. Keywords : strategi promosi, personal selling, mass selling, promosi penjualan, hubungan masyarakat, direct marketing.

Kata Kunci : strategi promosi, personal selling, mass selling, promosi penjualan, hubungan masyarakat, direct marketing.