Efektivitas sales promotion pada situs groupon disdus dalam kategori food and beverages

Giovita, Giovita (2013) Efektivitas sales promotion pada situs groupon disdus dalam kategori food and beverages. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan Internet membawa perubahan pada pola konsumen dalam merespon informasi. Konsumen saat ini hanya memperhatikan informasi yang mereka cari, ataupun informasi yang membuat mereka tertarik. Karakteristik lainnya adalah keaktifan mereka dalam mencari dan membagikan informasi. Salah satu cara untuk menjawab permasalahan tersebut adalah dengan memberikan informasi yang dapat membangkitkan minat konsumen, berupa sales promotion, yang merupakan pemberian insentif dalam jangka waktu pendek untuk menstimulasi pembelian dengan lebih cepat dan dalam jumlah lebih besar. Sales promotion yang diterapkan oleh Groupon Disdus berupa penggunaan kupon dan pengurangan harga. Penelitian ini membahas mengenai efektivitas sales promotion pada situs Groupon Disdus dalam kategori food and beverages yang diukur dengan menggunakan model AISAS oleh Sugiyama dan Andree yang dapat menggambarkan pola konsumen dalam merespon stimulus di era modern. Secara spesifik, penelitian ini menjabarkan keefektifan sales promotion pada tiap tahap tersebut, yakni Attention, Interest, Search, Action, dan Share. Metode yang digunakan dalam penelitian ini adalah metode survei deskriptif dengan pendekatan kuantitatif. Sampel dalam penelitian ini sebanyak 48 responden yang berusia antara 17-35 tahun, sesuai dengan usia target market yang dituju Groupon Disdus. Hasil penelitian yang diperoleh menunjukkan bahwa sales promotion pada situs Groupon Disdus dalam kategori food and beverages dikategorikan cenderung efektif pada tiap tahap dalam model AISAS. Dari hasil tersebut, Peneliti menyarankan untuk mencantumkan testimoni konsumen yang telah membeli promo tersebut, serta memberikan reward bagi konsumen yang melakukan pembagian informasi. / The development of the Internet has brought the changing in consumer response pattern. People currently pay attention only to the information they are specifically seeking, or the information that they are interested in. The other characteristic of consumers today is they are being active to search and share information. One way to address this problem is to provide information that can generate consumer desire, such as sales promotion, which is the provision of shortterm incentives to stimulate quicker or greater purchase. Sales promotion applied by Groupon Disdus is coupons and price reductions. This research discusses about the effectiveness of sales promotion on Groupon Disdus’ website in food and beverages category, which measured using AISAS model by Sugiyama and Andree to describe the patterns of consumer response in the modern era. Specifically, this research describes the effectiveness of sales promotion in each stage; Attention, Interest, Search, Action, and Share. The method used in this research is descriptive survey method with quantitative approach. The samples of this research were 48 respondents, aged between 17-35 years old, according to the age of the Groupon Disdus’ intended target market. The results obtained indicate that sales promotion on Groupon Disdus’ website considered likely to be effective at each stage in the model AISAS in food and beverages category. From these results, researchers suggested to provide the testimony of consumers who have purchased the promos and give rewards for consumers who share the information.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Giovita, GiovitaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangusong, Benedictus A.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: effectiveness ; sales promotion
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:06
Last Modified: 16 Dec 2019 04:41
URI: http://repository.uph.edu/id/eprint/1048

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