Perancangan dan Penerapan Promotion Mix pada Family Laundry

Cindya, Cindya (2020) Perancangan dan Penerapan Promotion Mix pada Family Laundry. Project Report. Universitas Internasional Batam. (Submitted)

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Abstract

Laporan kerja praktek ini disusun dengan tujuan untuk menghasilkan rangkaian strategi yang tepat untuk mengatasi permasalahan yang dihadapi oleh Family Laundry yang merupakan sebuah usaha UMKM yang beroperasi di bidang jasa laundry. Family Laundry terletak di Perumahan Golden Land Blok F No 11, merupakan komplek perumahan yang strategis namun pertumbuhan pelanggan Family Laundry sangat lamban meski telah berdiri sejak tahun 2015. Hal ini disebabkan oleh pemilik Family Laundry yang tidak berupaya melakukan promosi apapun untuk meningkatkan jumlah konsumen dan omset laundry, oleh karena itu dilaksanakannya kerja praktek ini bertujuan untuk mengatasi masalah tersebut dengan rangkaian strategi promotion mix. Kerja praktek dilaksanakan sejak bulan Oktober 2019 hingga bulan Desember 2019. Penelitian terapan merupakan penelitian yang dilaksanakan untuk kerja praktek ini, dimana data primer didapatkan dengan cara mewawancarai secara langsung pemilik usaha dan observasi di lokasi usaha, sedangkan data sekunder didapatkan dengan metode studi literatur. Penelitian dalam kerja praktek ini menghasilkan luaran berupa strategi promotion mix yang terdiri dari advertising, sales promotion, personal selling dan direct digital marketing yang diharapkan dapat meningkatkan jumlah pelanggan dan omset usaha Family Laundry. Implementasi strategi yang telah dirancang dibagi menjadi lima tahapan dan dilaksanakan secara bertahap. Evaluasi terhadap perkembangan usaha setelah dilakukannya implementasi strategi promotion mix menunjukkan bahwa strategi yang telah dirancang dan dilaksanakan berpengaruh terhadap usaha Family Laundry dengan kenaikan omset hingga 18% pada akhir masa implementasi. ********************************************************************** The purpose of this internship is to develop the most suitable strategies to solve the problems that is faced by Family Laundry. Family Laundry is a small enterprise that does laundry services and located at Golden Land Housing F 11, which is a quite strategic location but the growth of customer is very slow although it already established since 2015. These problems exist because the owner is not doing any promotion to boost the laundry’s customer and sales. This internship is held with the purpose of solving the problems with the most suitable promotion mix strategies. The internship program starts from October 2019 till December 2019. Applied research is the type of research used for this internship program, where the primary data is collected through interviews and observations, while the secondary data is collected through literature study. The results of the research done for this internship are advertising, sales promotion, personal selling and digital direct marketing to increase the customers’ growth and sales number of Family Laundry. The implementation of the promotion mix strategies are divided into five stages. The evaluation done towards the business development after the implementation of the promotion mix strategies show that the implementation of strategies helped to increase the laundry’s sales till 18% at the end of the implementation period and promotion strategies are useful towards Family Laundry.

Item Type: Monograph (Project Report)
Additional Information: Similarity: 16
Uncontrolled Keywords: promotion mix, advertising, sales promotion, personal selling, direct digital marketing
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Management
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 30 Apr 2020 08:52
Last Modified: 30 Apr 2020 09:14
URI: http://repository.uib.ac.id/id/eprint/2844

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