ANALISIS EFEKTIVITAS PROMOSI PENJUALAN POINT OF PURCHASE DISPLAYS dan HADIAH LANGSUNG TERHADAP VOLUME PENJUALAN PT. COCA-COLA AMATIL INDONESIA – SALES CENTER MAKASSAR
Abstract
Penelitian ini bertujuan untuk mengukur efektivitas implementasi strategi POP Display dan Hadiah Langsung di outlet-outlet perusahaan terhadap penjualan. Point-of-Purchase (POP) Displays dan Hadiah Langsung adalah bagian dari strategi pemasaran yaitu bentuk promosi penjualan yang bersifat jangka pendek. POP Display adalah penataan produk dari perusahaan, dengan memberikan material tertentu, kepada outlet penjualan. Sementara Hadiah Langsung tentunya adalah pemberian bonus atau sovenir yang diberikan dengan pembelian produk dengan beberapa syarat yang diberlakukan perusahaan. Kedua alat promosi ini luas digunakan dalam perdagangan retail dan umumnya diterapkan oleh perusahaan yang menjual produk konsumen yang bersifat fast moving. Teknik pengumpulan data yang dipakai penelitian ini adalah metode survey dan wawancara. Dimana survery akan dilaksanakan pada 30 outlet perusahaan dan wawancara dilakukan kepada marketing officer dan pimpinan perusahaan yang mengimplementasi promosi penjualan tersebut. Data kemudian dianalisa dengan metode Regresi Linear Berganda (Multiple Linear Regression Analysis) dan diuji dengan Uji t dan Uji F.
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