Persepsi konsumen terhadap evaluasi promotion mix ( studi pada PT coca-cola bottling Indonesia )

Oleh :
Beta Yanuar A - F3206112 - Fak. Ekonomi dan Bisnis

ABSTRAK Each company cannot be apart from the marketing activity. The marketing strategy is made by the company to face the competition, to survive and to get profit. One of important marketing strategies to the company is promotion mix. With good promotion mix, the company can face the competition, survive and get profit. Promotion highly affects the sale’s success. Therefore, the promotion policy and consideration should be taken into account in order to achieve the objective of company. This research was taken place in PT. Coca Cola Bottling Indonesia located in Soekarno Hatta Street Km 30 Harjosari, Bawen, Ungaran. The objective of research is to find out the consumers’ evaluation on promotion mix. The research methods employed were literary study, observation, and questionnaire. The population of research is Solo city residents who know about the promotion form of Coca Cola. The sample used was Solo city residents who know about the product promotion of Coca Cola. Basically, the promotion activity consists of four variables: advertisement, sales promotion, personal selling and publicity. The combination of such variables is called “promotion mix”. So, the promotion mix is the best strategies combination of advertisement, personal selling and other means of promotion, all of which are designed to achieve the objective of selling program. Thus, the conclusion of research is that the promotion activity conducted by a company functions to encourage and to increase the sale volume. A variety of promotion attempts conducted is intended for the consumers’ satisfaction and the increase of company’s profit.