Manurung, Lusiana (2020) Efektivitas promosi terhadap peningkatan penjualan di Maxx Coffee Benton junction = Effectiveness of promotion to increase sales in Maxx cCoffee Benton Junction. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Maxx Coffee merupakan salah satu kedai kopi lokal di bawah naungan Lippo Group. Usaha ini melakukan kegiatan promosi untuk meningkatkan penjualan produknya. Tujuan laporan magang ini adalah untuk mengindentifikasi bentuk strategi promosi, menganalisis efektivitas promosi dengan menggunakan periklanan (advertising), promosi penjualan (sales promotion), publikasi (publication), penjualan personal (personal selling), dan marchendise. Laporan magang ini menggunakan pendekatan kualitatif dengan wawancara dan observasi pada responden terpilih yang menguasai masalah. Hasil penelitian menunjukkan strategi promosi periklanan (advertising), promosi penjualan (sales promotion), publikasi (publication), penjualan personal (personal selling), dan marchendise efektif dalam peningkatan penjualan. Kata kunci: Maxx Coffee, promosi. / Maxx Coffee is one of the local coffee shops under Lippo Group Company. This business does promotion to increase its sales. The purpose of this internship report is to identify the promotion strategies and analyze their effectiveness by using advertising, sales promotion, publication personal selling, and merchendise. This internship report uses the qualitative approach. The methods are interviewing the chosen respondents the understand the problem of the research and observing the promotion and respondents’ response toward it. The result of this research shows that promotion strategies by advertising, sales promotion, publication personal selling, and merchandise are effective to increase the sales.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | maxx coffee; promosi | ||||||||
| Subjects: | T Technology > TX Home economics > TX 901-953 Hospitality Industry | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management |
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| Depositing User: | Lusiana Maribet Manurung | ||||||||
| Date Deposited: | 26 Aug 2020 06:31 | ||||||||
| Last Modified: | 26 Aug 2020 06:31 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/10663 |
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