OPINI KONSUMEN TERHADAP PROMOSI SOEKADISH COFFEE TANJUNG

Ramadhan, Naufaldy Defrian Al (2022) OPINI KONSUMEN TERHADAP PROMOSI SOEKADISH COFFEE TANJUNG. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini berjudul “Opini konsumen terhadap promosi Soekadish Coffee Tanjung” dibawah bimbingan Ibu Lieta Dwi Novianti, S.Sos., M.I.Kom (Pembimbing Utama) & Ibu Risa Dwi Ayuni, S.I.Kom., M.Si (Co Pembimbing). Tujuan penelitian adalah untuk mengetahui bagaimana bauran promosi yang diterapkan Soekadish Coffee Tanjung, bagaimana opini konsumen terhadap promosi Soekadish Coffee Tanjung dan untuk mengetahui mengapa konsumen tertarik membeli produk promosi tersebut. Metode penelitian menggunakan pendekatan Kualitatif dengan jenis penelitian Deskriptif Kualitatif. Data dikumpulkan dengan observasi, wawancara, dan dokumentasi kepada 7 konsumen Soekadish Coffee Tanjung sebagai informan. Selanjutnya data diolah dan dianalisis dengan beberapa tahapan yaitu : pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian ini menunjukan bahwa bauran promosi yang diterapkan Soekadish Coffee Tanjung meliputi promosi periklanan & publikasi yang saling terintegrasi, kemudian promosi penjualan dan ditunjang dengan promosi penjualan personal. Kemudian opini konsumen terhadap promosi Soekadish Coffee Tanjung adalah dapat menciptakan citra branding yang positive, menciptakan brand awareness, dan meningkatkan penjualan melalui program promosi yang diselenggarakan. Alasan konsumen tertarik membeli produk promosi tersebut dilatar belakangi oleh faktor perilaku konsumen. This research is entitled "Consumer opinion on the promotion of Soekadish Coffee Tanjung" under the guidance of Ms. Lieta Dwi Novianti, S.Sos., M.I.Kom (Main Advisor) & Ms. Risa Dwi Ayuni, S.I.Kom., M.Si (Co Advisor). The purpose of the study was to find out how the promotional mix applied by Soekadish Coffee Tanjung, how consumers' opinions on the promotion of Soekadish Coffee Tanjung and to find out why consumers were interested in buying these promotional products. The research method uses a qualitative approach with a qualitative descriptive type of research. Data were collected by observation, interviews, and documentation to 7 consumers of Soekadish Coffee Tanjung as informants. Furthermore, the data is processed and analyzed in several stages, namely: data collection, data reduction, data presentation, and drawing conclusions. The results of this study indicate that the promotional mix applied by Soekadish Coffee Tanjung includes integrated advertising & publication promotions, then sales promotions and is supported by personal sales promotions. Then consumer opinions on the promotion of Soekadish Coffee Tanjung are able to create a positive branding image, create brand awareness, and increase sales through promotional programs held. The reason consumers are interested in buying promotional products is motivated by factors of consumer behavior..

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Opini, Konsumen, Bauran Promosi, Coffee Tanjung.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Naufaldy Defrian Al Ramadhan AR
Date Deposited: 30 Sep 2022 03:57
Last Modified: 30 Sep 2022 03:57
URI: http://eprints.uniska-bjm.ac.id/id/eprint/12462

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