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Journal articles on the topic 'Promotional mix'
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1
Wahyuni, Alida. "Kajian Bauran Promosi Di Perguruan Tinggi “X”." Liquidity 1, no. 2 (July 2, 2018): 175–82. http://dx.doi.org/10.32546/lq.v1i2.148.
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Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.
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Dwi Mardiatmi, A. Bernadin, and Dahlia Pinem. "Literasi promotional mix pada UKM-UKM di kota Depok, Jawa Barat." Yumary : Jurnal Pengabdian Kepada Masyarakat 1, no. 2 (December 29, 2020): 89–98. http://dx.doi.org/10.35912/jpm.v1i2.89.
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Purpose: SME is a business that has very good development potential. SMEs in Cipayung Urban Village, Depok City, West Java have various and high-quality products, but unfortunately amid the Covid-19 pandemic, promotion is hampered. This is due to the lack of partners' knowledge about online promotion by utilizing digital media. The purpose of this community service activity is to provide literacy about the promotional mix through online media which is expected to increase partner income. Method: The method used is educational FGD regarding the promotional mix, training on creating business social media accounts (WhatsApp and Facebook) and marketplace accounts (Tokopedia), as well as promotion strategy assistance. Result: The result of this community service activity is the partners' understanding of the promotional mix has increased. It can be seen from the pretest results with an average value of 5.98, increasing in the post-test results to 6.86. In addition, partners can carry out promotional practices through WhatsApp Status, create a Facebook account and create an Online Store on Tokopedia, then carry out promotions by posting product photos. Conclusion: Mentoring assistance activities can increase partners' knowledge about online marketing and can carry out practices regarding promotion through social media. Keywords: Marketing performance, Literacy promotional mix, SME
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Czaplewski, Andrew J., and Eric M. Olson. "Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts." Social Marketing Quarterly 9, no. 1 (March 2003): 3–17. http://dx.doi.org/10.1080/15245000309104.
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This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.
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LD, Kamilina Rhodiyah, and Fatin Fadhillah Hasib. "Penerapan Promotional Mix Pada Biro Perjalanan Umroh/ Haji Shafira Tour And Travel Surabaya Menurut Perspektif Islam." Jurnal Ekonomi Syariah Teori dan Terapan 3, no. 1 (January 19, 2017): 1. http://dx.doi.org/10.20473/vol3iss20161pp1-15.
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An Increasing number of jama'ah Umrah/Haj in Indonesia every year the show will be the enthusiasm of the congregation to worship in the Holy Land that is not uncommon travel agency action that defraud prospective pilgrims by providing false promotions. This study aims to determine how the promotional mix is right according to Islamic perspective.This study used a qualitative approach with case study method is the shafira Tour and Travel in Surabaya. Data collection techniques is a questionnaires, an interviews and a documentation.Based on the research results, the implementation of sixth promotional mix done by Shafira Tour and Travel compatible with the promotion of the Islamic perspective that is honest, Amanah, does not promote illicit goods and carry out advice based on the results of other studies, congregation only knew four of six promotional mix which is done is through ads, personal selling, sales promotion and WOM.
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Komarudin, Komarudin, and Hendro Setyono. "PENGARUH BAURAN PROMOSI TERHADAP VOLUME PENJUALAN PADA PT. VIVA VICTORY ABADI." Jurnal Fokus Manajemen Bisnis 6, no. 2 (February 2, 2020): 203. http://dx.doi.org/10.12928/fokus.v6i2.1665.
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The purpose of this study was to determine the effect on promotion mix on volume sales PT Viva Victory Abadi. Results are expected to be a consideration for managers PT Viva Victory Abadi in determining the promotional mix effect on sales of property, as well as using some other variables of the promotion mix. The study was based on data usage all promotional costs incurred as well as the sale of the property from PT Viva Victory Abadi in the last two years. The data is then processed using multiple linear regression method in SPSS. The results obtained prove not the absence of significant promotional mix on volume sales of PT Viva Victory Abadi.
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Niri Antari, Putu Evi Henda, Ketut Budi Susrusa, and Ketut Suamba. "PENGARUH BIAYA BAURAN PROMOSI TERHADAP OMZET PENJUALAN USAHA AGRIBISNIS DI DENPASAR." JURNAL MANAJEMEN AGRIBISNIS (Journal Of Agribusiness Management) 7, no. 1 (May 3, 2019): 50. http://dx.doi.org/10.24843/jma.2019.v07.i01.p6.
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ABSTRACT
Marketing requires more than just developing a good product, set an attractive price, offering an affordable prices, but also need to promote the product itself. The success of a marketing program also determined by promotion mix. This research aimed to analyzed the influence of promotion mix cost simultaneously, partially and the most dominantly variable toward the sales turnover of agribusiness company in Denpasar. The research method was used descriptive statistics. Through descriptive statistical analysis will be described and described characteristic table of respondents, while the influence of promotion mix cost to sales turnover using multiple linear regression analysed using the help of SPSS program version 22.0. Based on multiple linear analysis, the results of research showed promotion mix variables give simultaneous positive and significant effect toward the sales turnover p ? 0.05 with determination coefficient 0.575 or 57.5 %. Partially, all of five variables promotional mix showed that the cost of advertising, cost of personal selling, cost of sales promotion and cost of direct marketing give significant affect, while the variable cost of public relations showed insignificant results. The most dominant variable affecting the sales turnover is the cost of sales promotion with standardized beta coefficient point to 0.463. Suggestions that can be given by the author to agribusiness entrepreneurs in Denpasar in order to implement promotional mix cost policies that are appropriate in the future to be in accordance with the capabilities and budget owned by the company. The combination of the five components of the promotional mix costs is still carried out, but must pay attention and consider allocating funds efficiently into the promotional mix costs so that the company does not experience losses.
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Widyasari, Nyoman Putri, and I. Gde Ketut Warmika. "PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (December 3, 2019): 6910. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p01.
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This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields.
Keywords: promotion mix, customer loyalty, brand equity.
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Mappadeceng, Riko, and Muhammad Amali. "Analisis Bauran Promosi Terhadap Keputusan Pembelian Pada Pusat Oleh-Oleh Khas Jambi (Studi Kasus Outlet Temphoyac)." Eksis: Jurnal Ilmiah Ekonomi dan Bisnis 11, no. 2 (November 19, 2020): 90. http://dx.doi.org/10.33087/eksis.v11i2.199.
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This research aims to identify marketing mix factors and find out the current promotional strategy of Temphoyac Outlets, Identify influential factors in, develop a Temphoyac Outlet promotion strategy and Analyze more appropriate promotional strategies for Temphoyac Outlets and provide appropriate alternative recommendations for Temphoyac Outlets. This research activity is limited by the field of promotion. This research looks at the company's side, how the company executes its promotional strategy, and discusses the selection of the most effective promotional programs that can be considered based on the factors that influence the selection of promotional programs that can be found from interview results and questionnaires. The respondents selected are parties involved in the promotion activities of Temphoyac Outlets and consumers in Temphoyac Outlets, This study was analyzed using multiple linear regressions.with results Y = 6,906 + 0.515 , marketing mix factors consisting of product quality, promotion and distribution channels, each had a significant positive influence, and together had a positive and significant influence on the purchasing behavior of a product/item.
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Tamamudin, T. "PROMOSI INDUSTRI BATIK PEKALONGAN (Penerapan, Kemudahan, dan Hambatan)." JURNAL HUKUM ISLAM 13, no. 2 (December 7, 2015): 99. http://dx.doi.org/10.28918/jhi.v13i2.489.
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Abstract: Pekalongan city is one of the produce regions batik. Geographically, small industry and large garment industry compete in the marketing of Pekalongan batik spread and extends beyond Pekalongan. Promotion strategy itself is the best combination of variables advertising, personall selling, promotions and other publicity semuanaya planned to achieve sales program. The type of research is a field research. The approach used in the study is a qualitative approach, the research procedures that produce descriptive data, in the form of words written or spoken of the people and observed behavior. Batik industry in Pekalongan in the implementation of the strategy promotion strategy promotional mix or promotional mix (promotional mix) that is noticed and keep the blend of Personal selling by opening stores or shop and email services for e-commerce, advertising to advertise in several electronic media and newspapers, sales promotion with several exhibitions held in Pekalongan Pekalongan and outside the city, and publicity by utilizing the internet.Abstrak: Kota Pekalongan adalah salah satu daerah penghasil batik. Secara geografis, Industri kecil maupun industri konveksi besar bersaing dalam pemasaran batik Pekalongan yang menyebar dan meluas di luar Kota Pekalongan. Strategi promosi sendiri merupakan kombinasi yang paling baik dari variable-variabel periklanan, personall selling ,promosi dan publisitas yang lain yang semuanaya direncanakan untuk mencapai tujuan program penjualan. Jenis penelitian yang digunakan adalah penelitian lapangan (field research). Pendekatan yang digunakan dalam penelitian adalah pendekatan kualitatif, prosedur penelitian yang menghasilkan data-data deskriptif. Industri batik di pekalongan dalam pelaksanaan strategi promosinya menggunakan strategi bauran promosi atau promotional mix (bauran promosi) yaitu memperhatikan dan menjaga perpaduan antara Personal selling dengan membuka gerai atau toko dan layanan email untuk e-commerce, advertising dengan mengiklankan dibeberapa media elektronik maupun surat kabar, promosi penjualan dengan beberapa pameran yang diadakan di pekalongan maupun diluar kota pekalongan, dan publisitas dengan cara memanfaatkan internet.
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Haughton, Dominique, Guangying Hua, Danny Jin, John Lin, Qizhi Wei, and Changan Zhang. "Optimization of the promotion mix in the healthcare industry." International Journal of Pharmaceutical and Healthcare Marketing 9, no. 4 (November 2, 2015): 289–305. http://dx.doi.org/10.1108/ijphm-03-2013-0008.
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Purpose – The purpose of this paper is to propose data mining techniques to model the return on investment from various types of promotional spending to market a drug and then use the model to draw conclusions on how the pharmaceutical industry might go about allocating promotion expenditures in a more efficient manner, potentially reducing costs to the consumer. The main contributions of the paper are two-fold. First, it demonstrates how to undertake a promotion mix optimization process in the pharmaceutical context and carry it through from the beginning to the end. Second, the paper proposes using directed acyclic graphs (DAGs) to help unravel the direct and indirect effects of various promotional media on sales volume. Design/methodology/approach – A synthetic data set was constructed to prototype proposed data mining techniques and two analyses approaches were investigated. Findings – The two methods were found to yield insights into the problem of the promotion mix in the context of the healthcare industry. First, a factor analysis followed by a regression analysis and an optimization algorithm applied to the resulting equation were used. Second, DAG was used to unravel direct and indirect effects of promotional expenditures on new prescriptions. Research limitations/implications – The data are synthetic and do not incorporate any time autocorrelations. Practical implications – The promotion mix optimization process is demonstrated from the beginning to the end, and the issue of negative coefficient in promotion mix models are addressed. In addition, a method is proposed to identify direct and indirect effects on new prescriptions. Social implications – A better allocation of promotional expenditures has the potential for reducing the cost of healthcare to consumers. Originality/value – The contributions of the paper are two-fold: for the first time in the literature (to the best of the authors’ knowledge), the authors have undertaken a promotion mix optimization process and have carried it through from the beginning to the end Second, the authors propose the use of DAGs to help unravel the effects of various promotion media on sales volume, notably direct and indirect effects.
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Lubis, Nurhayani, and ZULIA KHAIRANI. "Efektivitas Straegi Bauran Promosi Oleh_Oleh Makanan Khas Riau (Studi Kasus Pada Wisatawan Di Kota Pekanbaru)." Jurnal Daya Saing 3, no. 3 (October 15, 2017): 315–19. http://dx.doi.org/10.35446/dayasaing.v3i3.122.
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For the sake of promoting and inviting tourist to tourist resort, there are some factors that should be considered as value added. One of them is spesific foods as part of local culture characteristic. Promotional activities is an important role to introduce and cultivate the interest of tourists in a souvenir typical regional foods. The aims of the study were to analyze the level of promotion mix consists of advertising, sales promotion, direct marketing, personal selling, and public relations, and to find out the level of consumer buying interest, and finally investigate the influence of promotional mix on consumer purchase intention of the tourists. The sample in this study were 100 tourists. The method used were combination of quantitative and qualitative analysis. The data was purposively taken using quantitative analysis. Quantitative analysis, that is, descriptive analysis was performed with the interpretation of the data obtained in the study and the results of data processing that had been carried out by providing information and explanations. The results showed that advertising, personal selling, and public relations are in good criteria. While sales promotion and direct marketing are in medium criteria.
Keywords: advertising, sales promotion, direct marketing, personal selling, and public relations, promotions mix
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Fradesa, Fiza. "Pengaruh Bauran Promosi dan Physical Evidence terhadap Keputusan Pengunjung pada Candi Muara Jambi." Eksis: Jurnal Ilmiah Ekonomi dan Bisnis 10, no. 2 (January 31, 2020): 125. http://dx.doi.org/10.33087/eksis.v10i2.174.
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This study raised concerns about the influence of the promotion mix and physical evidence that will have an impact on visitor decisions. This research was conducted in the exact scope of the Muara Jambi Temple. The visitor's decision is one of the main problems that are always faced by various tourist attractions. Therefore, it is important for tourist attractions to increase promotion and physical evidence to provide what visitors want. The purpose of this study was to determine the effect of the promotion mix, physical evidence, and visitor decisions on the Muara Jambi Temple, to determine the effect of the promotional mix and physical evidence on simultaneous visitor decisions on the Muara Jambi Temple, and to determine the effect of the promotional mix and physical evidence on visitor's decision partially at the Muara Jambi Temple. To check the problem above the survey was conducted by distributing questionnaires to the visitors of the temple. The results of the questionnaire were analyzed descriptively and verifiatively. The analytical tool in this study uses multiple linear regression with proof of hypothesis by F statistical tests and t statistical tests. The results of this study indicate that the statistical test F variable promotional mix (X1) has an influence on visitor decisions, while the physical evidence variable (X2) has no influence on visitor decisions
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Trisna, Ida Ayu Trisna Wijayanthi, and Ida Bagus Amerta Kusuma. "ANALISIS BIAYA BAURAN PROMOSI TERHADAP PENDAPATAN KAMAR DI GRAND MIRAGE RESORT & THALASSO BALI." Warmadewa Management and Business Journal (WMBJ) 3, no. 1 (February 28, 2021): 20–31. http://dx.doi.org/10.22225/wmbj.3.1.2021.20-31.
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Promotion is a strategy used to introduce products or services that are owned in order to increase room revenue in hotels. Grand Mirage Resort & Thalasso Bali carries out promotional activities by means of advertising, personal selling and sales promotion. However, in reality the cost of the promotional mix and room income do not go hand in hand, so the main point of this research is how the effect of the promotional mix costs on room income at Grand Mirage Resort & Thalasso Bali and the purpose of this study is to find out how the effect of the promotional mix costs in the form of advertising costs, personal costs selling and sales promotion costs to room revenue at Grand Mirage Resort & Thalasso Bali. The data analysis technique used in this research uses descriptive quantitative analysis techniques through classical assumption analysis methods, multiple regression analysis, t test, f test and the coefficient of determination. The results of the t test indicate that partially the advertising cost variable has a significant effect on room income. Based on the F test, advertising costs, personal selling costs, and sales promotion costs simultaneously have a significant effect on room revenue. Based on the results of the analysis, the variable advertising costs, personal selling costs, and sales promotion costs, the advertising cost variable that has the most dominant influence on room income at Grand Mirage Resort & Thalasso Bali.
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Wardana, Talung, Mulyadi Mulyadi, and Santi Nururly. "Analisis Pengaruh Kebijakan Promotional Mix Terhadap Nilai Tabungan Nasabah." ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) 1, no. 1 (November 30, 2020): 35–40. http://dx.doi.org/10.29303/alexandria.v1i1.21.
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The purpose of this study was to determine the level of significance of Promotional mix activities on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok) and to find out which promotional tools have a greater influence on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). This type of research is descriptive research. The data collection method used is a case study. Data collection techniques by interview and documentation. The analysis tool used is multiple linear regression. From the results of data analysis, the regression equation Y = -1850682618 + 433.402X¬¬1 + 90.036X2 is obtained. Multiple linear correlation coefficient of 0.995. The coefficient of determination is 0.990, meaning that it is 99 percent of the value of customer savings in PD. BPR. LKP Kotaraja (East Lombok) can be explained by the cost of the promotion mix. Based on the analysis of the partial determination coefficient, it was obtained a value of 0.962 (96.2%) for personal selling and for sales promotion of 0.670 (67%). After the F test is carried out, it is obtained that the F count is 98.779 with an F table of 19.00. For the t test, respectively, the values were 7.192 for personal selling and 2.020 for sales promotion costs. The results showed that the personal selling activity and sales promotion simultaneously had a significant effect on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). Personal selling activity has a significant effect (7,192> 4,303) on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). That personal selling activities provide a greater influence than sales promotion activities
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Gera, Suchita. "Role of Sales Promotion Techniques in Building Consumer Preferences: A Study of FMCG Products of Selected Brands in Dehradun City of Uttarakhand." Journal of University of Shanghai for Science and Technology 23, no. 06 (June 23, 2021): 1448–62. http://dx.doi.org/10.51201/jusst/21/06465.
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The importance of sales promotion in the marketing mix is unquestionable. Sales Promotion techniques are considered one of the important tools and techniques for increasing sales volume. Considering the cost of sale promotions are always substantial, the selection and design of the most effective and efficient promotion tools are crucial for a successful promotion campaign. The ability of marketers to identify attributes that are relevant to their target market is vital for them to have better control over the results of their promotional activities. The present paper aims to evaluate the possibility of consumer preference due to sales promotion, the effectiveness of sales promotion tools in motivating purchase in the FMGC sector, and on this basis of study few suggestions are offered that will be useful for marketing managers of FMCG companies to streamline their sales promotion strategies and make their promotional efforts more successful.
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Dewi, Liliana, and Evan Huttama Handoko. "Pemanfaatan Promotion Mix Pada Peningkatan Brand Awareness Usaha Makmur Jaya." BIP's : JURNAL BISNIS PERSPEKTIF 10, no. 1 (November 12, 2019): 66–75. http://dx.doi.org/10.37477/bip.v10i1.46.
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Usaha Makmur Jaya has conducted various promotional activities such as direct promotion, advertisement, and exhibition to strengthen Naturalz brand. But in fact, Usaha Makmur Jaya is experiencing low sales due to lack of brand awareness on Naturalz car perfume. Usaha Makmur Jaya needs to evaluate promotional activities that can support brand awareness at Usaha Makmur Jaya. In addition to increasing brand awareness, Usaha Makmur Jaya must strengthen their brand in the market, so consumers always make Naturalz as their primary choice for car perfume, so that in the end can increase sales of the company. The purpose of this study is to evaluate promotional activities at Usaha Makmur Jaya. This research type is qualitative with semi structured interview method with 4 informant that is consumer of business of Makmur Jaya, marketing expert, and business associate of Business Makmur Jaya and also documentation in collecting data. The results of this study indicate that the factors that can increase the brand awareness of Makmur Jaya Enterprises, strengthen the Naturalz brand, and increase sales of Makmur Jaya Enterprises is by creating the right advertisement, increasing the Reseller of Makmur Jaya Business, stabilizing the price of Naturalz, following the exhibition with automotive, and doing sales promotion activities.
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Dewi, Liliana, and Evan Huttama Handoko. "Pemanfaatan Promotion Mix Pada Peningkatan Brand Awareness Usaha Makmur Jaya." BIP's JURNAL BISNIS PERSPEKTIF 10, no. 1 (January 31, 2018): 66–75. http://dx.doi.org/10.37477/bip.v10i1.53.
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Usaha Makmur Jaya has conducted various promotional activities such as direct promotion, advertisement, and exhibition to strengthen Naturalz brand. But in fact, Usaha Makmur Jaya is experiencing low sales due to lack of brand awareness on Naturalz car perfume. Usaha Makmur Jaya needs to evaluate promotional activities that can support brand awareness at Usaha Makmur Jaya. In addition to increasing brand awareness, Usaha Makmur Jaya must strengthen their brand in the market, so consumers always make Naturalz as their primary choice for car perfume, so that in the end can increase sales of the company. The purpose of this study is to evaluate promotional activities at Usaha Makmur Jaya. This research type is qualitative with semi structured interview method with 4 informant that is consumer of business of Makmur Jaya, marketing expert, and business associate of Business Makmur Jaya and also documentation in collecting data. The results of this study indicate that the factors that can increase the brand awareness of Makmur Jaya Enterprises, strengthen the Naturalz brand, and increase sales of Makmur Jaya Enterprises is by creating the right advertisement, increasing the Reseller of Makmur Jaya Business, stabilizing the price of Naturalz, following the exhibition with automotive, and doing sales promotion activities.
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Poljić, Momčilo, Dejan Tešić, and Neda Košutić. "Participation of digital promotion in the promotional mix of small enterprises." Strategic Management 23, no. 4 (2018): 32–39. http://dx.doi.org/10.5937/straman1804032p.
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Budiherwanto, Iwan, Tri Wahyudi, and Rudy Pramudyanto. "Destination or Decision Caused by Promotional Mix." International Journal of Human Resource Studies 9, no. 1 (January 15, 2019): 118. http://dx.doi.org/10.5296/ijhrs.v9i1.13980.
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This study aims to analyze the media advertising, individual sales, sales promotions and public relations to the decision to stay at the hotel. The population and sample are hotel visitors, the census sampling technique used to determine 70 respondents. This type of research is descriptive exploratory using primary and secondary data. The results of this study are advertising media, individual sales, sales promotions and public relations contributing to increasing hotel visitors.
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Setyowati, Ervina Surya, and Nur Maghfirah Aesthetika. "Pengaruh Bauran Promosi terhadap Pengambilan Keputusan Memilih Universitas Muhammadiyah Sidoarjo (UMSIDA) (Studi pada Mahasiswa Alumni SMA Kemala Bhayangkari 3 Porong)." KANAL: Jurnal Ilmu Komunikasi 5, no. 2 (April 30, 2018): 131. http://dx.doi.org/10.21070/kanal.v5i2.1481.
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This study aims to determine the effect of promotional mix of decision making in choosing Universitas Muhammadiyah Sidoarjo (UMSIDA) on alumni of SMA Kemala Bhayangkari 3 Porong. This type of research is quantitative, with the type of descriptive correlational research. Population and sample in this research are alumni of SMA Kemala Bhayangkari 3 Porong counted 91 people. Data collection using Likert Scale, with five alternative answers or scores. Methods of data collection using questionnaires with multiple linear regression analysis techniques using SPSS V16.0 program. The result of this research is promotion mix influencing decision making process of choosing UMSIDA 45,9% and the rest equal to 54,1% influenced by factors not examined. From the partial test, the most influential promotional mix in decision making is advertising, while public relations and personal selling have no influence in decision making of UMSIDA.
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Hasan, Samsurijal. "The Konsekuensi Penerapan Mix Promosi terhadap Kinerja Pemasaran Bisnis Mikro Kecil dan Menengah di Kabupaten Kampar, Provinsi Riau." Journal of Economic, Bussines and Accounting (COSTING) 4, no. 1 (September 18, 2020): 196–207. http://dx.doi.org/10.31539/costing.v4i1.1477.
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Small and Medium Enterprises is one of the priority programs from Indonesia government is to improve the regional and national economy. Since this industry become the backbone of a populist economic system that is not only intended to reduce the problem of inequality between income groups and between businesses, or alleviating poverty and employment. Unfortunately, Business competition is tight at this time is a challenge for businesses to remain in the global competition. Entrepreneurs who cannot meet consumer tastes will increasingly be left behind and businesses will not develop. Determining the effect of Promotion Mix on the Marketing Performance of Micro, Small and Medium Enterprises in Kampar District is the main objective of this study. The independent variable in this study is the promotion mix and the dependent variable is marketing performance. The analytical model used is a simple linear regression analysis. The number of samples in this study was 96 respondents. The sampling technique uses accidental sampling. Based on the results of the study it can be concluded that there is a significant effect of the promotion mix variable on the Marketing Performance of Micro, Small and Medium Enterprises in Kampar District. Promotional mix variables and marketing performance have a strong relationship with the promotion mix contribution to marketing performance are also quite high at 67.60% determined by promotional mix variables, while the remaining 32.40% is determined by other factors outside the model. It is recommended to MSME entrepreneurs in Kampar Regency, to increase product promotion so that MSME entrepreneurs maintain personal sales because they are most sought after by consumers, so that by increasing personal sales, it will improve the marketing performance of MSME entrepreneurs in Kampar Regency.
Keywords: Promotion Mix, Marketing Performance, Small and Medium Micro Enterprise, Kampar
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Susanti, Erna, and Dimas Perdana Oskar. "Penerapan Bauran Promosi Pada Saluran Distribusi Bagi Produk UMKM Di Kota Padang." EKONOMIKA SYARIAH : Journal of Economic Studies 3, no. 1 (October 24, 2019): 56. http://dx.doi.org/10.30983/es.v3i1.941.
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<p><em>Souvenirs shop plays important part in selling and introducing the SME’s product. This research purpose are to understand and to identify of how the souvenirs shop in Padang deal in the application of integrated promotional mix. This study uses qualitative descriptive method to 10 souvenirs shop in Padang, Padang Culture and Tourism Office, Padang Cooperatives and SME’s Office, and ASITA West Sumatra. Data collection method used were in-depth interview and focus group discussion. Their understanding in integrated promotional mix are identically expensive and have no direct impact in trading which this research try to change that mislead understanding. In general, the promotion mix </em><em>that </em><em>they </em><em>do is using visual media in the form of bilboard for advertsing, for sales promotion by providing product samples, giving discounts dan brochures. The ability of the resources owned which is still limited and still depends on the programs from related offices for the promotion of teir products.</em><em> </em><em></em></p>
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Rao, K. S. Muralidhara. "Promotional mix strategy in banks for bancassurance products." SAARJ Journal on Banking & Insurance Research 6, no. 4 (2017): 5. http://dx.doi.org/10.5958/2319-1422.2017.00012.1.
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Sidhanta, Somroop, and Anindya Chakrabarty. "Promotional Mix And Corporate Performance - An Empirical Study." Paradigm 14, no. 1 (January 2010): 97–102. http://dx.doi.org/10.1177/0971890720100111.
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Lumban Gaol, Jonner. "The influence of marketing mix strategy on sales volume at PT.Jaya Anugrah Sukses Abadi Medan." JURNAL GLOBAL MANAJEMEN 10, no. 1 (August 12, 2021): 110. http://dx.doi.org/10.46930/global.v10i1.1120.
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The purpose of this research is to analyze the influence of marketing mix strategies covering products, prices, promotions, and distribution channels on increasing sales volume at PT. Jaya Anugrah Success Abadi and to analyze the variables of the most dominant marketing mix strategy affects the increase in sales volume. The results of data analysis with multiple linear regression analysis methods show that products (X1), price (X2), promotion (X3) and Distribution Channel (X4) are jointly influential and significant to sales volume in PT.Jaya Anugrah Sukses Abadi Medan with regression coefficient X1 (b1) = 0.270, regression coefficient X2 (b2) = -0.220, regression coefficient X3 (b3) = 0.491 and coefficient of regression X4 (b4) = 0.273. F counting tests were obtained at 35,348 greater than Ftabel's 2,584. T test results showed for product = 2,564, price = -2,807, promotion = 4,683 and distribution channels = 2,430, the most dominant variables affected were the perception of promotional variables and the determination test results showed that 70.57% of variations of the marketing mix were influenced by all four independent variables, while 29.41% were other factors not studied in this study.
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Peattie, Sue. "The Use of Sales Promotion Competitions in Social Marketing." Social Marketing Quarterly 5, no. 1 (March 1999): 22–33. http://dx.doi.org/10.1080/15245004.1999.9961034.
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It has been suggested that many social marketing campaigns fail because they assign advertising the primary role and fail to develop and use all of the available marketing mix tools. In addition, social advertising has to compete for the public's attention with increasingly costly and sophisticated commercial marketing campaigns. This has led to a growing interest in sates promotion techniques for social marketing. Despite the increasing use of sales promotion techniques in the commercial sector, they have never received the academic scrutiny given to advertising. These techniques have traditionally been “bundled” together, with the research conducted being dominated by value-increasing promotions (those which alter the product/price “deal”) involving money-off, coupons or “x % extra for free.” These promotional techniques are the least appropriate for social marketing campaigns, which rarely involve either a tangible product or an economic price. Value adding campaigns (those which introduce benefits not directly connected to the core product or its price) such as promotional competitions (also known as contests and sweepstakes) or give-aways, are the most suitable for social campaigns but the least well understood in terms of research. This paper discusses alternative “below-the-line” promotional tools and demonstrates how promotional competitions - in particular - can help with the distinctive communication challenges faring social marketers. Experience and research from the commercial sector is used to suggest guidelines for planning competitions.
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Muhlisoh, Lilis, Kholil Nawawi, and Suyud Arif. "Pengaruh Bauran Promosi Terhadap Keputusan Nasabah Dalam Memilih Produk Pembiayaan." Al Maal: Journal of Islamic Economics and Banking 1, no. 2 (January 5, 2020): 130. http://dx.doi.org/10.31000/almaal.v1i2.1897.
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The purpose of this study was to determine the promotional strategy undertaken by SRB HIK Insan Cita and its influence on the customer's decision in choosing financing. This research uses quantitative methods that are descriptive in nature. Data sources used are primary and secondary data. The population used was 300 customers and solvin formula used to be 67 sample respondents. Data collection techniques used by researchers are using respondents (questionnaires) and interviews. The method of data analysis in this study uses simple linear regression analysis. Promotional mix variables consisting of advertising (advertising), personal selling (personal selling), sales promotion (seles promotion), publicity (publicity) by conducting a t test shows each variable has a significant influence on the purchase decision variable. Judging from the significant advertising variable 0.038, personal selling 0.001, selles promotion 0.039, and publicity 0.002, which means it is smaller than the significant level used that is 0.05. And can also be seen by t count of 2,126, 3,366, 2,108, 3,248 which means t count 0,224. From the results of the analysis examined that the promotion mix strategy significantly influences customer decisions.
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Taneja, Girish. "Impact of Pharmaceutical Industry Promotion Mix on Doctor's Prescribing Behaviour." Asia Pacific Business Review 4, no. 4 (October 2008): 82–95. http://dx.doi.org/10.1177/097324700800400408.
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This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behaviour of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.
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Mangifera, Liana, Aflit Nuryulia Pramesti, and Syahrina Noormala Dewi. "EFEKTIFITAS KATALOG SEBAGAI MEDIA PROMOSI BAGI PENGEMBANGAN UMKM DI KABUPATEN SRAGEN." Benefit: Jurnal Manajemen dan Bisnis 1, no. 1 (August 22, 2016): 43. http://dx.doi.org/10.23917/benefit.v1i1.2364.
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This research aims to identify the promotional mix used bambu craftsmen and formulate an effective promotional strategy for the development of bamboo handicrafts. This research was conducted in the village of Cluster bamboo craft Bendo Sukodono Subdistrict in Sragen. This research used the qualitative approach with key person as a source of information. The data used are the primary data that are taken using the indepth interview. Analysis tool used is content analysis, that perform analysis driskripsi of words that often appear in the indepth interview. This research concluded that the promotion of bamboo craftsmen do is word of mouth and exhibitions. Such promotional efforts is part of this type of direct marketing (direct marketing). The promotion will be optimized if the catalog that contains the task force created the products and pricing that is clear and complete.
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Mukhlizar, Mukhlizar. "Bauran Promosi Mempengaruhi Pengambilan Keputusan Mahasiswa Memilih Universitas Muhammadiyah Bengkulu." Journal Of Administration and Educational Management (ALIGNMENT) 4, no. 1 (June 23, 2021): 56–70. http://dx.doi.org/10.31539/alignment.v4i1.2242.
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This study aims to determine advertising (X1), sales promotion (X2) personal selling (X3) publicity (X4) direct marketing (X5) partially and simultaneously have a significant effect on student decision making choosing Muhammadiyah University Bengkulu. This study uses a quantitative approach with explanatory research methods, primary data sources through questionnaires, secondary data from information publications and other sources. Questionnaires were distributed to 193 research samples from 2018-2019 students. The results showed that of the five promotion mix variables, there were three variables that partially had a significant effect on student decision making, namely advertising, public relations, and direct marketing variables, while those that had no significant effect were sales promotion and personal selling variables. Simultaneously the promotion mix includes advertising (X1), sales promotion (X2), personal selling (X3), public relations (X4) and direct marketing (X5) have a significant effect on student decision making.
Keywords: Promotional Mix, Choice Decision
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Batu, Reminta Lumban. "ANALISIS KOMPARATIF BAURAN PROMOSI TERHADAP VOLUME PENJUALAN SEPATU SPORT ADIDAS DAN NIKE DI KABUPATEN KARAWANG." Jurnal Ilmu Manajemen (JIMMU) 4, no. 1 (May 5, 2020): 20. http://dx.doi.org/10.33474/jimmu.v4i1.2634.
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Penelitian ini bertujuan untuk mengetahui perbandingan bauran promosi antara sepatu sport yang ada di Karawang. Untuk Mengetahui Bagaimana gambaran Bauran PromosipadaSepatu Sport Adidas dan Nike Untuk Mengetahui Bagaimana gambaran Volume Penjualanpada Sepatu Sport Adidas dan Nike Untuk Mengetahui Seberapa besar pengaruh Bauran Promosi terhadap Volume Penjualanpada Sepatu Sport Adidas dan Nike. Sampel dalam penelitian ini sebanyak 100 responden dari masing-masing produk yang merupakan konsumen yang pernah membeli dan memakai sepatu sport Adidas dan Nike. Analisis yang digunakan adalah analisi deskriftif dan analisis verifikatif. Hasil uji beda diperoleh bahwa tidak ada perbedaan yang sigfinikan antara sepatu sport Adidas dan Nike. Dan tidak ada hubunga antara sepatu sport Adidas dan Nike.Kata Kunci: Bauran promosi, Volume penjualan This study aims to compare the promotional mix of sports shoes in Karawang. To find out how the description of the promotion mix on Adidas and Nike sports shoes to find out how the sales volume description on Adidas and Nike sports shoes to find out how much influence the promotional mix has on sales volume on Adidas and Nike sports shoes. The sample in this study were 100 respondents from each product who were consumers who had bought and used Adidas and Nike sports shoes. The analysis used is descriptive analysis and verification analysis. Different test results obtained that there is no significant difference between Adidas and Nike sports shoes. And there is no connection between Adidas and Nike sports shoes.Keywords: Promotion mix, Sales volume
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Dewanti, Retno, Nicky Agathon Sebastian, and Rita Rita. "Peran Keterlibatan Konsumen dalam Pembelian Aksesori Fotografi." Binus Business Review 3, no. 1 (May 31, 2012): 267. http://dx.doi.org/10.21512/bbr.v3i1.1315.
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Nowadays Consumer Involvement, in the midst of business competition, becomes an interesting topic to discuss. The level of consumer involvement can be based on the value and the needs felt by the consumers themselves. The purpose of this research is to analyze the influence of Promotional Mix and Situational Context toward the consumer involvement and its impact on the purchase decision on photography accessories. The data was gathered from a photography fan community. The method used on this research is Path Analysis in order for us to know about the purchase decision making based on two variables, they are, the indirect impact of promotional mix towards the purchase decision and the indirect impact of situational context towards the purchase decision. The analyzed data shows that, together, promotional mix and situational context are affecting the photography consumers’ involvement and they create an impact on photography accessories purchase decision.
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Abratt, R., N. Chorn, and B. I. C. Van Der Westhuizen. "Promotion mix practices of market leaders: A cross-sector analysis." South African Journal of Business Management 17, no. 1 (March 31, 1986): 24–30. http://dx.doi.org/10.4102/sajbm.v17i1.1030.
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Models which describe promotions practice in various situations have tended to be widely accepted without much attempt at empirical validation. Many approaches rely on the popular dichotomy which separates 'consumer' and 'industrial' marketing. It is argued that this separation is not entirely justified as far as the promotional activities of advertising and selling are concerned, and that the traditional models do not adequately describe promotions strategy in South African companies. The objective of this article is to review some of these approaches and to compare them with current findings of leading South African companies. A study of 25 leading companies across five sectors was undertaken. The purpose was to evaluate their promotions mix practices, and specifically to compare levels of expenditure on advertising and personal selling. The results are somewhat surprising, showing that personal selling expenditure is greater than advertising in all five the sectors studied.
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Muhammad Ali Akbar. "MODEL PENGAMBILAN KEPUTUSAN MAHASISWA MEMILIH KULIAH DI STIE EKA PRASETYA MEDAN." Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen 5, no. 2 (February 16, 2020): 20–27. http://dx.doi.org/10.47663/jmbep.v5i2.24.
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This research is to find out and analyze whether the promotional mix in the form of advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, personal sales have an influence on the decision making of prospective students choosing to study at STIE Eka Prasetya , and to find out and analyze which promotional mix is the most influential to be used in the context of promotional activities. This research uses a quantitative approach with a survey method. The number of samples in this study were 166 students. Data collection techniques used in this study through questionnaires and documentation studies. Advertising has a significant effect but has a negative behavior towards decision making in choosing courses at STIE Eka Prasetya. Sales promotion has a significant influence and has a positive attitude towards decision making in students choosing to study at STIE Eka Prasetya. Events and experiences have a significant influence and have a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Public relations and publicity have a significant influence but have a negative behavioral contribution to the decision making of college students at STIE Eka Prasetya. Direct marketing has a significant influence and has a positive behavioral contribution to the decision making choosing to study at STIE Eka Prasetya. Interactive marketing has a significant influence but has a negative behavioral contribution towards the decision of students choosing to study at STIE Eka Prasetya. Word of mouth marketing has a significant influence and has a positive behavioral contribution to the decision making of students choosing to study at STIE Eka Prasetya. Personal sales have a significant influence and have a positive attitude towards the decision making of students choosing to study at STIE Eka Prasetya. The promotional mix that most influences the decision making of prospective students is Word of mouth marketing.
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Putri, Nabila Diandra, and Kartika Ayu Ardhanariswari. "Sinergitas Marketing dan Promotional Mix dalam Konsep Sustainable Tourism sebagai Strategi Komunikasi Pemasaran." Jurnal Ilmu Komunikasi 18, no. 1 (September 16, 2020): 85. http://dx.doi.org/10.31315/jik.v18i1.3742.
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Seiring meningkatnya jumlah wisatawan dan destinasi wisata, Pemerintah melalui Dinas Pariwisata Kabupaten Sleman berupaya meningkatkan sarana dan prasaran yang menunjang kegiatan pariwisata. Tujuan dari penelitian ini untuk menganalisis strategi komunikasi pemasaran yang dilakukan pengelola Desa Wisata Pulewelung dalam menerapkan konsep komunikasi pariwisata berkelanjutan (sustainable tourism) serta mengetahui faktor pendukung dan penghambat strategi komunikasi pemasaran tersebut. Metode penelitian yang digunakan adalah penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan dengan wawancara dan dokumentasi. Hasil penelitian diperoleh bahwa Desa Wisata Pulewulung dalam strategi pemasarannya menggunakan konsep marketing mix dalam 4P yaitu Product, Price, Place, dan Promotion. Kegiatan promosi didukung dengan promotion mix atau bauran promosi, namun pengelola hanya menggunakan tiga dari lima strategi promosi yaitu direct marketing, public relations dan publisitas, serta periklanan. Desa Wisata Pulewulung dalam strategi pemasaran menerapkan beberapa kegiatan komunikasi pariwisata dan kegiatan pemasarannya dilakukan oleh pengelola yang masih berusia remaja. Pengelolaan Desa Wisata Pulewulung ini juga bekerjasama dengan beberapa pihak yang membantu penerapan pariwisata berkelanjutan (sustainable tourism) sehingga berdirinya desa wisata ini dapat memberi banyak kemanfaatan bagi warga sekitar. Penelitian ini memberikan kontribusi berupa rekomendasi kebijakan baru strategi komunikasi pemasaran Marketing Mix dan Promotional Mix pada kegiatan pariwisata di Desa Wisata Pulewulung dapat berkelanjutan yang dapat diterapkan di daerah pariwisata lainnya.
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Atmaja, Suhendra, and Poppy Ruliana. "Strategi Promosi Hotel melalui Wisata Syariah dalam Meningkatkan Kualitas Pelayanan Jasa." InterKomunika 2, no. 2 (January 20, 2018): 182. http://dx.doi.org/10.33376/ik.v2i2.38.
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Abstract. Sari Ater Hotel & Resort is located area Ciater Subang Regency is a company entrusted by the Municipal Government to manage the natural attractions of hot water Ciater promotion strategy based travel sharia done by far is direct (direct promotion) and indirectly (indirect promotion) addressed to the consumers / travelers to encourage the achievement of promotional services, companies need to provide additional services (supplement service) on transactions core services (core services) so that core services can provide satisfaction, additional services may be reflected in the mix elements of service offered Sari Ater Hotel & Resort to the visitors / tourists. The problem is how do promotional strategies Sari Ater Hotel & Resort through sharia travel in improving the quality of service. The purpose of this study is to analyze the mengetahuai and promotional strategies Sari Ater Hotel & Resort through sharia travel in improving the quality of service to the tourists. The concept of promotion strategies in this study refers to the opinion of Philip Kotler (2002) who argued that in order to effectively promote the need for the promotion mix, which is the optimal combination for any kind of events or the selection of the most effective promotional activities to increase sales. There are four types of promotional activities, among others: advertising, personal selling, sales promotion, public relations and direct promotion. The method used is descriptive qualitative, key informants and informant in this research is Marketing Manager Sari Ater Hotel & Resort, Public Relations Manager Sari Ater Hotel & Resort, Front Liner, F & B Manager Sari Ater Hotel & Resort and the few tourists who come visit. Data was collected through several stages, observation, interview, documentation and triangulation. Data analysis technique is done through data reduction, display, verification / conclusion (Miles & Huberman). The results showed that of the four starategi sale Sari Ater Hotel & Resort through sharia travel tend to do personal selling, sales promotion and direct dam for the promotion, while the public relations strategy to do more personal approach was persuasive, so as to form the image and reputation. All four of these strategies can actually improve the quality of service the hotel proved to the many tourists who come both from domestic and from abroad, including from Japan, Saudi Arabia, Singapore and Malaysia.Keywords : Communication, Promotion Strategy, Quality of Service
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Bradford, Tonya Williams, and Naja Williams Boyd. "Help Me Help You! Employing the Marketing Mix to Alleviate Experiences of Donor Sacrifice." Journal of Marketing 84, no. 3 (March 20, 2020): 68–85. http://dx.doi.org/10.1177/0022242920912272.
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Nonprofit organizations often rely on individuals to execute their mission of addressing unmet societal needs. Indeed, one of the most significant challenges facing such organizations is that of enlisting individuals to provide support through the volunteering of time or donation of money. To address this challenge, prior studies have examined how promotional messages can be leveraged to motivate individuals to support the missions of nonprofit organizations. Yet promotional messages are only one aspect of the marketing mix that may be employed. The present study examines how donor-based nonprofit organizations can employ the marketing mix—product, price, promotion, place, process, and people—to influence the experiences of sacrifice associated with donation. The authors do so through an ethnographic study of individuals participating in living organ donation. First, they identify the manifestation of sacrifice in donation. Next, they define three complementary and interactive types of sacrifice: psychic, pecuniary, and physical. Then, they articulate how the marketing mix can be employed to mitigate experiences of sacrifice that emerge through the donation process. The authors conclude by discussing implications for marketing practice and identifying additional research opportunities for sacrifice in the realm of donation.
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Muslimin, Ulyana, Mulyana Machmud, and Hasanuddin Hasanuddin. "The Effect of Promotion Mix on Consumer Loyalty at PT. Hadji Kalla Sidrap Branch." International Journal of Management Progress 2, no. 2 (February 28, 2021): 1–13. http://dx.doi.org/10.35326/ijmp.v2i2.1026.
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This study selects the products marketed by PT. Hadji Kalla Sidrap Branch, because it uses a promotional mix which includes advertising, sales promotion, personal selling, and publicity. The purpose of this study was to determine the effect of the promotion mix on consumer loyalty at PT. Hadji Kalla Sidrap Branch. The population in this study are customers who purchase Yamaha cars at PT. Hadji Kalla, Sidrap branch. The number of samples taken in this study were 30 respondents. The results of this study indicate that from the results of the regression analysis on testing simultaneously (Test F), it turns out that the research results prove that together the promotion mix variable has a significant effect on the purchasing decision variable. This can be proven from the Fcount value of 2.883 with a significance value (sig) of 0.035 which is smaller than the significance value (sig) of 0.05.
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Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research 34, no. 2 (May 1997): 248–61. http://dx.doi.org/10.1177/002224379703400205.
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The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers’ responses to marketing mix variables, such as price, change over a long period of time? (2) If yes, are these changes associated with changes in manufacturers’ advertising and retailers’ promotional policies? Using these results, the authors draw implications for manufacturers’ pricing, advertising, and promotion policies. The authors use a two-stage approach, which permits them to assess the medium-term (quarterly) effects of advertising and promotion as well as their long-term (i.e., over an infinite horizon) effects. Their results are consistent with the hypotheses that consumers become more price and promotion sensitive over time because of reduced advertising and increased promotions.
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Alexandrescu, Mihai-Bogdan, and Marius Milandru. "Promotion as a form of Communication of the Marketing Strategy." Land Forces Academy Review 23, no. 4 (December 1, 2018): 268–74. http://dx.doi.org/10.2478/raft-2018-0033.
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Abstract Permanent communication between bidders and consumers, who are usually spatially and temporarily separated, is a necessity, because prompt and correct information stimulates demand, directs it towards certain products and influences rational consumption, causes changes in the mentalities and attitudes of potential buyers, which will be reflected in the increase in the volume of sold goods and implicitely of the profit, as the sole purpose of the producer. The marketing communication system is the general framework in which promotion takes the form of the promotional mix, based on the four promotional tools: advertising, personal sales, promotion sales and public relations, aimed at presenting the organization, its products and services, at raising awareness of potential customers, and of course, at increasing sales to get more profit.
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Rombe, Yusuf. "The Effect of Promotion Mix on PT. Bank Rakyat Indonesia (Persero) Customer Decisions." JURNAL MANAJEMEN BISNIS 8, no. 1 (December 15, 2020): 23–32. http://dx.doi.org/10.33096/jmb.v8i1.632.
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Objectively this study addresses the research formulations, including Does the promotion mix consisting of advertising, personal selling, sales promotion, and public relations have a positive and significant effect on customer decisions at PT. Bank Rakyat Indonesia (Persero), Jakarta branch? From several promotional mix variables, which variable has the most dominant influence on customer decisions to save at PT. Bank Rakyat Indonesia (Persero), Jakarta branch. The data collection method uses a questionnaire, which is distributed to 100 respondents who are customers. Measurement of data using a questionnaire. Based on the research results, the conclusions of this study are advertising, personal selling, and sales promotion have a positive and partially significant effect on customer decisions. In contrast, public relations has no significant impact, and the sales promotion variable is the dominant variable.
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Siddhanta, Somroop, and Neelotpaul Banerjee. "The impact of promotional mix on profit in the B2B sector." Marketing Intelligence & Planning 32, no. 5 (August 4, 2014): 600–615. http://dx.doi.org/10.1108/mip-05-2013-0074.
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Purpose – The purpose this paper is to analyze the causal relationship between promotional mix (PROMOMIX) which includes advertising, sales promotion, personal selling, direct marketing and gross profit (GRPROFIT) in the cement industry in India, while also trying to study their long-term and short-term relationship so as to understand the impact of one variable on another. Design/methodology/approach – Both the variables PROMOMIX and GRPROFIT were subjected to log transformations and then to stationarity testing and subsequently tested for the presence of cointegration after which the vector autoregressive (VAR) model was constructed to explain after how many time periods, the changes in one variable impact the other. The impulse response function (IRF) and forecast error variance decomposition (FEVD) were also studied to see the time path and proportion of variation in a variable, respectively, to shocks in the other. Findings – The results reveal the absence of cointegration but presence of unidirectional Granger causality running from GRPROFIT to PROMOMIX and highlight that current marketing communications budget is influenced by one-and-a-half year back profits. The VAR results are also supported by the IRF and FEVD results which show the response of PROMOMIX variables over time to a change in GRPROFIT. Research limitations/implications – The results imply that cement firms in India follow a top-down approach to budget allocation and increase their promotional budget when profit falls. Originality/value – This paper will help brand managers in the Indian Cement industry to be aware of the causal relation between marketing communication and profit when they take budget allocation decisions.
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Pong, Kok Shiong, and Ying Shin Chin. "Applying a Promotional Mix In Promoting Bujang Valley: A Perspective From Tourists." Tourism and Sustainable Development Review 1, no. 2 (August 31, 2020): 119–34. http://dx.doi.org/10.31098/tsdr.v1i2.20.
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Archaeological tourism received minimal attention from the Malaysian government although many archaeological sites in Malaysia have the potential to attract tourists. The number of tourists to these sites is still not promising. Hence, this study aimed to explore the tourist's perspective on how to promote Bujang Valley as an archaeological destination to stay competitive with other archaeological sites in the region to attract more tourists. 20 visitors were approached through convenience sampling for a semi-structured interview. Each interview session took approximately 30 minutes. Consent was obtained from each visitor before the interview was conducted. The findings showed that the promotion of Bujang Valley is inadequate. Publicity, advertising, and personal selling were among the suggested ways to promote the destination. Also, informants suggested promoting Bujang Valley through ambassador and World Heritage Site status. The research findings were expected to provide suggestions to the federal and local government, travel, and tourism practitioners in marketing communication efforts to attract more local and international tourists. Promotional efforts can be costly, strategic plan on the expenses is necessary to ensure the allocated budget for the promotional efforts is spent optimally to reach the varied audience and create awareness about archaeological sites among different target segment.
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Glauben, T., K. Hansen, J. P. Loy, and C. R. Weiss. "Breadth and depth of promotional sales in food retailing." Agricultural Economics (Zemědělská ekonomika) 57, No. 3 (March 29, 2011): 145–49. http://dx.doi.org/10.17221/158/2010-agricecon.
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Temporary price reductions (sales) as a means of promotion have become an increasingly important tool in the marketing mix of food retailers around the world. This paper investigates the retailers' pricing strategy by explicitly accounting for the multi-product nature of retailing. We find that retailers systematically adjust the breadth and depth of sales over time and they respond aggressively to their rivals' promotional activities. Finally, the breadth and depth of sales are found to be substitutes in the set of the available strategies to increase the store traffic.
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Strutton, David, Lou E. Pelton, and Sheb L. True. "An Investigation of Promotional Mix Considerations for Mail-Order Prescriptions:." Health Marketing Quarterly 11, no. 1-2 (February 25, 1994): 111–34. http://dx.doi.org/10.1300/j026v11n01_09.
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Setyorini, Ananda Putri, and Fernaldi Anggadha Ratno. "Pengaruh Promotional Mix Terhadap Keputusan Nasabah Menabung Di Bank Syariah." Jurnal Studi Manajemen dan Bisnis 7, no. 2 (November 18, 2020): 83–92. http://dx.doi.org/10.21107/jsmb.v7i2.9045.
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Penelitian ini bertujuan untuk mengetahui dan menganalisis apakah pengaruh Promotion Mix yang terdiri dari advertising (Periklanan), sales promotion (promosi penjualan), public relation (hubungan masyarakat), personal selling (penjualan pribadi), dan direct marketing (pemasaran langsung) berpengaruh terhadap Keputusan Nasabah Menabung di Bank Syariah Mandiri (BSM) KCP Boyolali (Tahun 2015-2019). Metode pengumpulan data dilakukan melalui kuesioner yang disebarkan kepda nasabah yang menabung di BSM KCP Boyolali. Sampel yang diambil sebanyal 100 responden nasabah yang menabung di BSM KCP Boyolali dengan teknik simple random sampling,data kemudian diolah dengan menggunakan alat bantu SPSS versi 22 dan analisis dengan menggunakan analisis regresi berganda. Analisis ini meliputi uji reabilitas, uji validitas, uji regresi, uji regresi linear berganda,pengajuan hipotesis melalui uji T, uji F, serta koefisien determinasi (R^2) dan uji asumsi klasik. Hasil T_test menunjukan bahwa advertsing, sales promotion, personal selling, dan direct marketing berpengaruh positif dan signifikan terhadap keputusan nasabah menabung di Bank Syariah Mandiri KCP Boyolali. Sedangkan public relation tidak berpengaruh signifikan terhadap keputusan nasabah menabung di Bank Syariah Mandiri KCP Boyolali. Uji F_test menunjukan bahwa advertsing, sales promotion, personal selling, public relation ,dan direct marketing secara simultan berpengaruh signifikan terhadap keputusan nasabah menabung di Bank Syariah Mandiri KCP Boyolali.
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Self, Donald R., Jerry J. Ingram, Robin S. McCullin, and Roger McKinney. "Direct response advertising as an element in the promotional mix." Journal of Direct Marketing 1, no. 1 (1987): 50–56. http://dx.doi.org/10.1002/dir.4000010110.
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Kitchen, Philip J. "Public relations in the promotional mix: a three‐phase analysis." Marketing Intelligence & Planning 14, no. 2 (April 1996): 5–12. http://dx.doi.org/10.1108/02634509610110741.
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