ANALISIS TINGKAT EFISIENSI PROMOSI PADA PT. KHARISMA ROTAN MANDIRI

SETYAWAN, HANUNG (2009) ANALISIS TINGKAT EFISIENSI PROMOSI PADA PT. KHARISMA ROTAN MANDIRI. Other thesis, UNIVERSITAS SEBELAS MARET.

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    Abstract

    Marketing strategy is a factor affecting the company’s progress. One of marketing mix strategy is promotion. Promotion is an activity to introduce product to the consumers. Thus, the objectives of research are to find out the promotion mix strategy the PT. Kharisma Rotan Mandiri uses and to find out the level of promotion mix strategy efficiency conducted in certain period. The methods of collecting data employed were interview, literary study and observation. The discussion technique used was a descriptive technique and percentage comparison of promotion cost and the sale volume to find out the efficiency level of promotion mix application. The result of research reveals that PT. Kharisma Rotan Mandiri uses the promotion mix in the form of advertisement with website in the internet and sales promotion. In order to find out the efficiency level of promotion mix strategy, the comparative calculation of promotion cost and sale volume is used in the percentage during 2005-2008 periods. The highest percentage comparison is 6.3% in 2006 while the lowest one is 4.2% in 2005. In calculating the trend of promotion cost efficiency the following equation is obtained: Y = 320,025,930.3- 2,403,597.8X. The highest trend in 2005 is 324,833,125.9 and the lowest one is 315,218,734.7. Based on the result of research, it can be concluded that PT. Kharisma Rotan Mandiri uses two promotion mixes: advertisement through website http/www/uniquecane.com as well as the sales promotion including rebate, product sample providing and exhibition. The efficiency percentage calculation of promotion cost and sale volume in the company shows that the efficiency level decreases. Thus, the writer tries to recommend the PT. Kharisma Rotan Mandiri to always update its website in order that the consumer obtains the recent and newest information. For example, the company should exclude the products that is not produce anymore from the website and to reduce the website of product samples less preferred by the consumers as well as the new product innovation is displayed directly the front page of website.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HC Economic History and Conditions
    Divisions: Fakultas Ekonomi > D3 - Manajemen Pemasaran
    Depositing User: Artika Vety Yulianingrum
    Date Deposited: 12 Jul 2013 00:52
    Last Modified: 12 Jul 2013 00:52
    URI: https://eprints.uns.ac.id/id/eprint/2404

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