Promotion Mix Research Articles

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

The study examined the effect of product branding on customers’ patronage of Champion Breweries products in Uyo, Akwa Ibom State. The research design adopted was a survey research in which 400 questionnaires were administered to the respondents, out of which 361 were duly filled and returned. Two hypotheses guided the study while regression analysis was used to analyse the data collected. Findings revealed, amongst others, that brand awareness (R2 = 0.885, P<0.05) and brand image (R2= 0.958, P=0.000) have a positive and significant effect on customers’ patronage of Champion Breweries’ products. Based on the findings, it was concluded amongst others, that branding significantly affects customers’ patronage of Champion Breweries products in Uyo. From the findings and conclusion, the study recommended that the Management of Champion Breweries, Uyo should endeavour to expose their brands to their target market using appropriate promotional mix elements to enhance brand awareness and brand image as the patronage of Champion Breweries Products is determined by them.

Pengaruh Promotion Mix Terhadap Keputusan Pembelian Sepeda Motor Suzuki Di Kota Makassar (studi kasus pada PT.Sinar Galesong Mandiri)

This research is a quantitative study that aims to determine the effect of promotion mix on purchasing decisions for suzuki motorbikes in Makassar city. The population in this study were all consumers who had transacted at PT Sinar Galesong Mandiri for the last three years with a sample of 54 respondents. The data collection technique used is a questionnaire. The analysis technique used is multiple linear regression using Statistical Product and Service Solution (SPSS 20). The results of this study indicate that simultaneously the Promotion Mix variables (advertising, personal selling, sales promotion, publicity) have a significant effect on purchasing decisions. Partially, it shows that personal selling and sales promotion variables have a positive and significant effect on purchasing decisions for suzuki motorbikes, while advertising and publicity have no positive and insignificant effect on purchasing decisions

MARKETING OF MICROFINANCE INSTITUTIONS WITH THE HELP OF SOCIAL MEDIA -AN ANALYSIS

Now Microfinance Institutions reach thousands of customers and have the opportunity to send out messages, get fast feedback, and experiment with offers at relatively low costs. Social media establish closer connections between consumers as more trustworthy sources of information regarding products and services than business-sponsored communications transmitted via the traditional elements of the promotion mix. Social media channels help to communicate and organize themselves together and allow them to reach out and relay their messages to a larger group of people to create awareness and promote a brand. This paper aims to investigate about social media platforms are being used by microfinance institutions as well as a communication tool with their customers and to identify how microfinance institutions use social media efforts to expand their opportunities in reaching their target market. This study also tries to measure the effectiveness of social media marketing in the development of microfinance institutions. Keywords: Microfinance market, social media marketing, customer attractiveness.

Marketing Communication Technology Innovation and its Implications on Increasing Sales (Griya Reyna Furniture Kediri Online Case Study)

The most important thing in the world of online business is to determine the innovation and technology of marketing communication, so that it can achieve certain goals. With the existence of marketing communication technology, entrepreneurs will be easier to market the products they will sell to potential customers in order to achieve the goals desired by marketers.qualitative research methods are research methods based on philosophy, used to examine in a natural object condition, (as opposed to experiments) where researchers are as key guidelines, data collection techniques are carried out in combination, Data analysis is qualitative, and qualitative research results emphasize the meaning of generalizations. The development of increasingly sophisticated technology, online business owners must also keep up with the times, with this communication technology, online business owners are easier and more practical to introduce their products. What used to be still marketing through word of mouth is now through social media and platforms that can be used in terms of marketing. With this communication technology we can do marketing effectively and efficiently, minimize costs, easily reach the general public, easily transact easily and quickly that Griya Reyna Furniture uses communication technology in terms of marketing through promotion mix, namely by advertising, personal selling, direct marketing, social media marketing, e-commerce, marketplace.

Integrated Marketing Communication Strategy of Tourism Awarness Groups in Order to Promote Tourism Village

The tourism industry has an important role as one of the driving forces of national economic growth. One of them is Kelawi Tourism Village in Lampung. The tourism village is managed by tourism awareness groups (Pokdarwis) which are individuals who have an interest and care about the development of local tourism based in rural areas. The purpose of this study is to analyze the integrated marketing communication strategy carried out by Pokdarwis Minang Rua Bahari in an effort to promote Kelawi Tourism Village. This research uses the constructivism paradigm with a qualitative descriptive approach and case studies as the method. Data collection techniques are carried out by in-depth interviews, observation and analysis of related documents. The results showed that in an effort to develop tourism potential in Kelawi Tourism Village, an integrated marketing communication strategy was applied consisting of three stages of the process, namely planning, implementation, and evaluation. The planning phase begins with the identification of the target audience. Pokdarwis Minang Rua Bahari implements various forms of integrated marketing communication in the implementation stage by adopting the concept of 8 promotion mixes using the concept of promotion mix including advertising, personal sales, sales promotion, public relations and publications, interactive marketing, events and experiences, word of mouth marketing, and direct sales. In its implementation, Pokdarwis has not formulated an integrated marketing communication strategy in a comprehensive, integrated, and sustainable manner. This is a form of evaluation carried out periodically as a basis for continuous promotional steps.

Komunikasi Pemasaran Offline to Digital (O2O) PT. Bank Aladin Syariah Tbk.

This study investigates PT Bank Aladin Syariah Tbk's marketing communication strategy transitioning from online to offline (O2O) channels, aiming to enhance customer engagement. Employing qualitative descriptive methodology, data were collected through non-participant observation, literature review, and archival analysis, utilizing purposive sampling for key informant selection. Data analysis involved reduction, presentation, and verification. Findings reveal Bank Aladin's active utilization of digital promotional mix via social media platforms and partnership collaborations with Alfamart convenience stores, employing a co-branding strategy to maintain hard-selling approaches for customer acquisition and third-party funds. Moreover, Bank Aladin launched a Shariah-compliant banking application with user-friendly and seamless features, garnering 3.2 million downloads and over 1.7 million registered users since December 2022. This study underscores the efficacy of integrating online platforms and strategic partnerships in enhancing customer outreach and service delivery within the Islamic banking sector.

Marketing Communications Strategy in Increasing the Number of Visits to Rice Tourism Destinations

This research aims to analyze the marketing communication strategy of the Rice Field Tourism Destination in Gunung Mulia Village, as well as the inhibiting and supporting factors of these strategies in increasing the number of tourist visits. The research method employed is qualitative descriptive, with data collection through in-depth interviews, observations, and document studies. Data analysis utilizes content analysis. The research findings indicate that out of the 5 promotions mix in the marketing communication strategy, only three are implemented by D’Wish, namely advertising strategy, sales promotion, and direct marketing. Meanwhile, personal selling, public relations, and publicity have not been applied. The primary inhibiting factor affecting the implementation of the entire strategy is budget limitations, leading to selectivity in choosing marketing communication strategies. On the other hand, there are supporting factors contributing to the success of D’Wish's marketing communication strategy. These include affordable entrance tickets, the absence of competitors in the surrounding environment, and the availability of social media as an effective platform for advertising and promoting D’Wish. This research provides recommendations for destination managers to consider developing a more holistic and optimal marketing communication strategy to overcome budget constraints and leverage the advantages of existing supporting factors.

Application of Google My Business to Increase the Number of Customers

The aim of this research is to find out the level of use of Google My Business in increasing the number of customers at the RJK Motor Karawang car repair shop. Based on research results, it shows that the level of use of Google My Business in increasing the number of sales customers before the Covid 19 pandemic was said to be very good. Promotion is also an element that needs to be considered. The success of a promotional activity carried out by a company is greatly influenced by promotional mix variables. Selection of appropriate, efficient and effective promotional mix variables is the main key to a company's promotional activities. The promotional mix carried out at the RJK Motor Karawang car repair shop is personal selling. Meanwhile, personal selling involves seeking orders from government and private agencies. So there is a positive relationship between promotional activities carried out and the value of sales of services obtained. The higher the value used, the higher the sales value obtained. Because there is a strong relationship between promotional costs and sales value, the RJK Motor Karawang car repair shop should create attractive promotional activities and increase its promotional activities. The research results show that the use of Google My Business in increasing the number of consumers has a high willingness to create increased promotions also makes the company better.

PENGARUH PROMOSI TERHADAP SIKAP PASIEN RS PKU MUHAMMADIYAH BANTUL

The mushrooming hospitals in Bantul had forced PKU Muhammadiyah hospital to conduct promotions. A promotion will be very useful to provide information to the society about the service excellence offered by a hospital in order that it becomes the society’s preference when they seek for medical and health treatment. This research was a descriptive quantitative one using cross sectional approach. The population included all outpatients, and the sample was confined to 90 patients. Meanwhile, the analytical tool was the multiple linier regression. This research found a regression equation of Y = 0.225 X1 + 0.267X3 + 0.338X4 + e. The coefficient of determination (R2) was 0.649, which explained that the involvement of promotion influenced patients’ attitude as much as 64.9%. The score of F count was 42.159 with F significance of 0.000 and 95% confidence. For the mean time, the influence of promotional activities to the attitude of the patients of PKU MuhammadiyahBantul Hospital comprised advertising (2.129, p = 0.036), direct marketing (2.774, p = 0.007), and public relation (3.657, p= 0.000). Meanwhile, the variable personal selling did not influence the patient’s attitude (1.074, p = 0.286). To sum up, the factors in promotion mix influencing the attitude of the patients in PKU MuhammadiyahBantul Hospital are advertising, direct marketing, and public relation.

Analysis of Promotion Mix, Price Perception, and Service Quality on Purchase Decisions for Mask Products on Tokopedia

This study aims to investigate the influence of the promotional mix, price perception, and service quality on purchasing decisions for mask products in Jakarta. Utilizing a purposive sampling technique, data was collected from 330 respondents who are users of the Tokopedia application residing in the Jakarta area. The findings reveal several key insights: firstly, the promotional mix exhibits a positive and significant impact on purchasing decisions. Secondly, price perception demonstrates a negative and significant effect on purchasing decisions. Lastly, service quality is identified as having a positive and significant influence on purchasing decisions. These results emphasize the importance of a well-crafted promotional mix, favorable price perceptions, and high service quality in shaping consumers' decisions regarding mask product purchases. The outcomes of this research contribute to a better understanding of the factors that influence consumer choices in the Jakarta region, providing valuable insights for businesses and marketers looking to enhance their strategies in promoting and selling mask products.

Effective Sales Promotion: A Necessary Catalyst for Elongating the Product Life Cycle in A Developing Economy

The Product Life Cycle (PLC) is a concept that likens a product to animate objects because its life span ranges from introduction to decline. Products can further be likened to human beings to the extent that the lengths of their cycles vary among products, ranging from a few seasons to several decades. This study investigates the effective sales promotion for elongating the product life cycle in a developing economy. This study is designed using a quantitative approach through a survey questionnaire. A total of 100 Coca-Cola Nigeria PLC employees and product consumers participated in this study. The data was analyzed using a regression linear model by assisting SPSS-23. This study concludes that sales promotion is one crucial promotional mix element organizations need to identify and stimulate customer needs and wants. It performs the function of raising awareness of the product to the customer. It increases market share, which, in the long run, helps to sustain its life cycle, especially when perfectly used with other marketing mix elements like price, product, and place. The implication is that the location for redemption of prizes, for instance, in a bonanza, must be easy, or it will weaken the effectiveness of the sale’s promotional activity. The findings of this study recommend that companies improve product availability when needed, especially from the production plant to the depot. The promotional strategies should be communicated in the native language of the target market or audience.

Implementation of promotion mix in increasing sales at Janji Jiwa Coffee Volume 841

This research aims to identify the application of the promotion mix at Janji Jiwa Coffee Shop Volume 841. This research uses descriptive qualitative research and data source collection with observation and in-depth interview method. The informant is the manager and owner of Janji Jiwa Coffee Shop Volume 841. Findings of this research indicate that Janji Jiwa Coffee Shop Volume 841 applies four promotion mix variables from the five existing variables. (i) Advertising using paid promote, billboards and banners. (ii) Personal selling by fostering good relations by coming directly to the house. (iii) Direct marketing, in collaboration with grabfood and gofood. (iv) Sales promotion with bonus vouchers, free coffee milk vouchers, and shopeepay cashback vouchers.

The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions

Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a case study research method with a qualitative approach. This research seeks to find empirical evidence from the research object, how to reveal marketing communication strategies in marketing activities for skin care products on the Scarlet brand and build meaning in the implementation of marketing communication activities. The research results show a correspondence between conceptual patterns predicted based on relevant theories and patterns of empirical findings from case studies. Based on the analysis carried out, the conclusion is that the marketing communication strategy for the Scarlett brand uses a promotional mix in the form of advertising, sales promotion, personal selling and event marketing. Many marketing communication activities are supported by brand holding companies or principals.

Penerapan Metode K-Means Clustering Dalam Pengembangan Strategi Promosi Berbasis Data Penerimaan Mahasiswa Baru (Studi Kasus :Universitas Nurul Huda)

The admission of new students is a key element in the success of a university. In its effort to enhance efficiency in admitting new students, Nurul Huda University proposes applying the K-Means Clustering method as a solution to manage candidate student data more effectively and intelligently. The data used in this research is derived from the Admission of New Students process for the academic years 2021/2022 and 2022/2023, totaling 1275 entries, which will then be processed using data mining techniques to generate analysis. The goal is to determine promotional strategies based on the origin of profiles of newly enrolled students. The method applied is clustering with the K-Means algorithm. After data processing, analysis is conducted using the Knowledge Discovery in Databases (KDD) technique, consisting of five stages: selection, preprocessing, transformation, data mining, and evaluation. The implementation in this research utilizes Rapidminer software, resulting in three data clusters: Cluster 1 with 345 entries, covering 27% of the total; Cluster 2 with 86 entries (7%); and Cluster 3 with 835 entries (66%). For promotion, the marketing team is deployed to districts dominant in the East OKU region and potential areas outside the East OKU District. They conduct direct visits to introduce Nurul University to students, distribute brochures, display pamphlets, and adapt strategies using a promotion mix strategy

ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN JASA PENDIDIKAN DI MI AL-WATHONIYAH 22 BEKASI

The research purposes (1) to identify and describe the data regarding the marketing strategy of education only by MI Al-Wathoniyah 22 Bekasi (2) to describe the SWOT analysis of the marketing strategy for the education services of MI Al-Wathoniyah 22 Bekasi. The method used in conducting this research is a qualitative method. Research data collection is interviews, observations, and document studies. The data analysis technique used is data reduction, data presentation, and finally drawing conclusions. The results show that MI Al-Wathoniyah 22 Bekasi has implemented a marketing strategy for educational services based on market determination, market position and 7p mix. The school has programs that are the flagship of this school so that enthusiasts from the community are quite enthusiastic and the programs owned by the school are an attraction in itself. Not all schools have superior programs owned by MI Al-Wathoniyah 22 Bekasi. The services provided by schools to users of educational services are also quite good. The cooperation that exists between the school, students, and guardians of students is well established so that educational services in schools can run well. MI Al-Wathoniyah 22 Bekasi should further improve its promotional mix by utilizing all existing facilities to be able to attract service customers, attracting enthusiasts not only focusing on quantity but also paying attention to quality. In this way, the achievements of the school will increase even more.

Pelaksanaan Event Sponsorship Sebagai Implementasi Komunikasi Pemasaran Produk By.U Oleh Telkomsel Branch Surabaya

Currently, there are many internet providers in Indonesia that offer various benefits, such as digital providers. Demand for the internet continues to increase every year. by.U is the first digital provider in Indonesia targeting the millennial or Gen Z demographic, which has attracted researchers' interest in conducting further research about the company. Researchers used a qualitative approach known as a case study which aims to study the marketing communication methods and promotional mix used by Telkomsel to promote by.U cards to the youth market. Interviews, documentation of event implementation, and observations were carried out to collect data. The data processing method used by the author is descriptive. A brief description and analysis of data collected from various sources, both direct and indirect, is presented previously. The focus of this research is the process of implementing marketing communications by the by.U. company, the data for which was collected through interviews and observation. After that, the data will be analyzed in three stages: data reduction, data presentation, and conclusion drawing. Marketing communications used by event sponsors to increase sales of by.U products consist of sales promotions, personal sales and direct marketing. This research shows that by.U controls its marketing communications by using social media, influencers, and digital placements to make customers want to buy its products. In this research, marketing communication strategies include digital placement and influencer marketing.

The evaluating promotion mix activities of banks operating among clients of commercial banks in Palestine

This study aims to describe and analyze the Promotion Mix activities of banks in the West Bank by identifying techniques, raters, tools, objectives of the process, and difficulties from the administration's point of view. Also, it aims to evaluate promotion mix activities from clients' points of view by asking them about their preference for promotion mix activities and the importance of each activity of the promotion mix. The researcher adopted the exploratory, descriptive approach to achieve the study's main objectives. Data were processed using statistical techniques (SPSS). The study population includes a random sample of 300 marketing managers, commercial bank employees, and clients in the surveyed Banks, Businessmen, and students. The statistical analysis results of the data collected through the questionnaire tool prepared for this purpose showed a difference and apparent disparity between clients and management regarding the relative importance of the promotion mix activities.

ОЦЕНКА ЭФФЕКТИВНОСТИ ПРИМЕНЕНИЯ ЦИФРОВОГО МАРКЕТИНГА ОРГАНИЗАЦИЕЙ

Promoting a company in the digital environment is significantly different from promoting it in the offline environment. With the rapid growth of Internet users, new requirements arise for companies to form their own promotion complex. The digital environment is increasingly being introduced into the lives of modern consumers, and this contributes to the emergence of new tools in each element of the promotion mix. The article discusses the features of marketing development in the digital era.

The Influence Of Promotion Mix On Consymers Purchasing Interest For Mixue Ice Cream And Tea Bengkulu City

The company tries to increase consumer attractiveness for the products it offers, so the company chooses the methods used, especially in the marketing sector, to maintain the quality and quantity achieved. One of the right strategies to increase sales is a promotional mix. The promotional mix plays an important role in increasing the company's sales volume. Because of this, it is important for companies to promote through advertising, personal selling, sales promotion and publicity. The aim of this research is to determine the extent of the influence of promotion mix on consumers' purchasing interest for Mixue Ice Cream and Tea in Bengkulu City. The type of research used is quantitative. The method used is a questionnaire. The sample from this research was 85 respondents. The results of the research show that the multiple linear regression obtained Y = 2,790 + 0.579 (X1) + -0.300 (X2) + 0.401 (X3) + 0.211 (X4) + 2,163, meaning that there is a positive or unidirectional relationship between advertising, personal selling, sales promotion and publicity on consumers' purchasing interest for Mixue Ice Cream and Tea in Bengkulu City. The results of the advertising test (X1) show a significance of 0.000 < 0.05, so the results of Ha is accepted and Ho is rejected, meaning that advertising has a positive and significant effect on consumers’ purchasing interest for Mixue Ice Cream and Tea in Bengkulu City. The results of the personal selling test (X2) show a significance of 0.005 < 0.05, meaning Ha is accepted and Ho is rejected. The results of sales promotion test (X3) show a significance of 0.005 > 0.05, meaning Ha is accepted and Ho is rejected. The results of the publicity test (X4) show that the significance value is 0.83 > 0.05, meaning that Ha is rejected and Ho is accepted.

Pengaruh Bauran Promosi terhadap Volume Penjualan pada Unit Produk Hilir Kopi Banaran PT. Perkebunan Nusantara IX

The aim of this research is to determine the effect of the promotional mix on sales volume in the downstream product unit of Banaran coffee at PT. Perkebunan Nusantara IX. This research uses a quantitative case study method, taking secondary data, namely sales data and promotional mix for Kopi Banaran for 2021-2022 using the IBM SPSS 21 application. The results of this research show that elements have a positive and significant effect on sales volume at Downstream Kopi Banaran are advertising, sales promotion and public relations variables. Meanwhile, direct sales and personal sales variables do not have a significant effect on sales at Hilir Kopi Banaran. The variable that has the dominant influence is the promotional cost variable, which is indicated by the largest coefficient value compared to other variables.