Penerapan premiums sebagai strategi promosi penjualan dalam membangun loyalitas pelanggan : Studi kasus Happy Meal versi Despicable Me 2 di McDonald's Indonesia = Implentation of premiums as sales promotion strategy to build customer loyalty : Case study on Happy Meal of Despicable Me 2 at McDonald's Indonesia

Sheila, Clara Ayu (2014) Penerapan premiums sebagai strategi promosi penjualan dalam membangun loyalitas pelanggan : Studi kasus Happy Meal versi Despicable Me 2 di McDonald's Indonesia = Implentation of premiums as sales promotion strategy to build customer loyalty : Case study on Happy Meal of Despicable Me 2 at McDonald's Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan restoran cepat saji yang cukup pesat di Indonesia, menimbulkan persaingan yang semakin tinggi dan membuat loyalitas pelanggan cenderung menurun. Sebagai salah satu pemimpin restoran cepat saji di Indonesia, McDonald’s berupaya menghadapi hal tersebut dengan melakukan beberapa strategi promosi, salah satunya dengan pemberian premiums dalam paket Happy Meal yang sempat menjadi fenomena pada periode Despicable Me 2. Penulis tertarik untuk meneliti bagaimana penerapan premiums dalam membangun loyaliatas pelanggan. Beberapa konsep yang digunakan adalah bauran promosi (Kotler 2008), promosi penjualan (Shimp 2010) dan loyalitas pelanggan (Griffin 2005). Penelitian ini menggunakan metode studi kasus dengan pendekatan kualitatif. Desain yang digunakan adalah desain kasus tunggal terjalin, dimana penulis menggunakan satu kasus yaitu pemberian premiums pada paket Happy Meal versi Despicable Me 2, dan menggunakan unit analisis lebih dari satu pihak. Pengumpulan data dilakukan dengan melakukan wawancara mendalam, obsevasi, studi pustaka, dokumentasi, rekaman arsip, dan perangkat fisik. Hasil yang ditemukan adalah promosi penjualan berupa pemberian premiums pada paket Happy Meal efektif memenuhi objektif promosi penjualan pada umumnya. Dengan terpenuhi objektif tersebut, maka pemberian premiums mencapai kepuasan pelanggan melalui kualitas yang baik dan harga yang kompetitif. Sehingga, kesimpulan yang ditarik penulis adalah premiums berpotensi mencapai jenis loyalitas premium. Adapun saran yang diberikan penulis adalah perencanaan persediaan premiums yang lebih matang, sehingga dapat memenuhi permintaan serta pemberian loyality card dirasa dapat meningkatkan loyalitas pelanggan / Growth of fast food restaurants is quite rapid in Indonesia, causing tight competition that ends up with the decreasing customer loyalty. As one of the leaders of Indonesia's fast-food restaurant, McDonald's attempt to deal with it by doing some promotional strategies. One of the sales promotion method used by McDonald's Indonesia that become a phenomenon is Happy Meal’s premiums of Despicable Me 2. This phenomenon prompted the authors to conduct research on implementation of sales promotion by using premiums in order to build loyalty customer. Concepts that used in this research are promotion mix (Kotler 2008), sales promotion (Shimp 2010), and customer loyalty (Griffin 2005). This study used a case study with a qualitative approach. The design used was a single case design is established, where researchers use a case that is giving premiums on Happy Meal package version Despicable Me 2, and using more than one units of analysis. The data was collected by in-depth interviews, observation, library research, documentation, archival footage, and physical devices. The results found that the sales promotion of premiums on Happy Meal meets the objectives of sales promotion. By the fulfillment of those objectives, then giving premiums to achieve customer satisfaction can be reach through good quality and competitive price. In conclusion, giving premiums also potential to achieve premium loyalty. The advice given by the author is having more inventories planning of the premiums to fulfill the demand. Beside that, providing loyalty card are expected to increase customer loyalty

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