Strategi promosi PT. Sewu Segar Nusantara dalam kegiatan penjualan buah-buahan merek Sunpride di daerah Jakarta = Promotional strategies of PT. Sewu Segar Nusantara in selling fruits with Sunpride brand in Jakarta

Marcely, Kezia (2014) Strategi promosi PT. Sewu Segar Nusantara dalam kegiatan penjualan buah-buahan merek Sunpride di daerah Jakarta = Promotional strategies of PT. Sewu Segar Nusantara in selling fruits with Sunpride brand in Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sehubungan dengan pertumbuhan perekonomian Indonesia, mobilitas dan aktivitas masyarakat Jakarta menjadi semakin padat dan mendorong masyarakat Jakarta kepada pola hidup dan pola makan serba cepat. Kondisi ini dapat mendorong terjadinya ketidakseimbangan nutrisi dan perlu diseimbangkan dengan mengkonsumsi buah-buahan. Namun sayangnya, persepsi yang dimiliki oleh masyarakat Indonesia masih salah mengenai buah-buahan. Di sisi lain PT. Sewu Segar Nusantara (PT. SSN) merupakan salah satu perusahaan yang bergerak dibidang agribisnis dan masih mampu berdiri serta berkembang hingga saat ini, walaupun berada ditengah-tengah kondisi yang tidak mendukung. Maka, diperlukan penelitan untuk mengetahui strategi promosi yang apa saja yang digunakan oleh PT. SSN dalam kegiatan penjualan buah-buahan di daerah Jakarta. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif jenis studi kasus. Unit analisis dalam penelitian ini adalah strategi promosi, sedangkan yang menjadi unit observasi adalah PT. SSN pengumpulan data dilakukan dengan melakukan depth interview dengan key informants, pengamatan secara langsung dan dokumentasi. Credibility, Transferability, Dependability, Confirmability dijadikan kriteria dalam memeriksa keabsahan data. Landasan teori yang dipakai mengacu pada konsep-konsep yang dijabarkan oleh Kotler, Keller, Duncan, Belch & Belch dan Shimp. Dari hasil penelitian, didapatkan bahwa PT. SSN menggunakan sales promotion (games, kontes, diskon, sempel, hadiah), advertising (point of purchase, out of home, majalah, brosur, fliers dan billboard), event and sponsorship, publisitas, internet marketing (media sosial, website, search engine advertising, dan beberapa banne ads), dan personal selling untuk meningkatkan brand awareness, membentuk brand image, dan menyampaikan brand equity yang dimiliki. Saran peneliti terhadap PT. Sewu Segar Nusantara adalah menjangkau lebih dalam lagi generation Y = Along with the growth of Indonesia’s economic condition, the mobility and activity of Jakarta’s citizen is also getting busier and leading to all-instant lifestyle. This condition may bring the malnutrition in the body and needs to be balanced with fruits. Sadly, there is massive misconception of consuming fruits within the citizen of Jakarta’s ideas. On the other hand, PT. Sewu Segar Nusantara is one of the companies that produce high quality fruits in Indonesia that is still surviving and developing until the very moment despite standing within the unsupportive condition. Therefore, a research is needed to find out what are the promotional strategy being used by PT. Sewu Segar Nusantara in selling fruits in Jakarta. This research is arranged by using qualitative method with descriptive approach, case study type. The analytical unit in this research is the promotional strategy, and the observation unit is PT. Sewu Segar Nusantara. Data gathering is conducted by doing depth interview with key informants, direct observation ,and documentation. Credibility, transferability, dependability, confirmability are the criterias in analyzing data validity. Theoretical concepts referring ro the concepts that mentioned by Koller, Keller, Duncan, Belch&Belch and Shimp. Based on the research result, it is known that PT. Sewu Segar Nusantara is using sales promotion (games, contests, discounts, samples, gifts), advertising (point of purchase, out of home, magazine, brochure, fliers and bilboard), event and sponsorship, publicity, internet marketing (social media, website, search engine advertising, and several banner ads), and personal selling to increase brand awareness, create brand image, and delivered brand equity. The researcher’s suggestion is to approach the generation Y deeper.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Marcely, KeziaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: strategi promosi ; kegiatan penjualan
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: Ms Monica Putri Damayanti
Date Deposited: 16 Oct 2018 07:48
Last Modified: 16 Oct 2018 07:48
URI: http://repository.uph.edu/id/eprint/1513

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