Azzahra Wijaya, Violita (2023) STRATEGI PROMOSI UNTUK MENINGKATKAN PENJUALAN PRODUK MARCKS PADA PT. KIMIA FARMA TRADING & DISTRIBUTION CABANG SERANG. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The purpose of writing this Final Project Report is to find out, study and understand how Promotional Strategies to Increase Sales of Marcks Products at PT. Kimia Farma Trade & Distribution Serang Branch. The writing method used in this research is a descriptive method of primary data and secondary data, data collection is also carried out based on documentation, interviews, and observations. The results of this data collection show that PT. Kimia Farma Trading & Distribution Serang Branch carried out a promotional strategy in order to increase sales of Marcks products in the form of advertising, sales promotion, publicity and public relations, personal selling as well as events and experiences. Where, usually the advertisements or promos that take place are determined from the center and disclosed by PT. Kimia Farma Trading & Distribution to every pharmacy, hospital or outlet that uses the company's products. Promotion strategy that has not been used by PT. Kimia Farma Trading & Distribution Serang Branch includes direct marketing, word of mouth promotion, and direct marketing. By using 5 promotional strategies, it can be said that the promotional strategy used has not been successful enough. It can be seen from the sales data for Marcks products for the last 3 years (2020-2022) that they have fluctuated.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan dari penulisan Laporan Tugas Akhir ini ialah untuk mengetahui, mempelajari dan memahami bagaimana Strategi Promosi Untuk Meningkatkan Penjualan Produk Marcks Pada PT. Kimia Farma Trading & Distribution Cabang Serang. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dari data primer dan data sekunder, juga dilakukan pengumpulan data berdasarkan dokumentasi, wawancara, dan observasi. Hasil dari pengumpulan data ini menunjukan bahwa PT. Kimia Farma Trading & Distribution Cabang Serang melakukan strategi promosi dalam rangka meningkatkan penjualan produk Marcks berupa periklanan, promosi penjualan, publisitas dan humas, penjualan perorangan serta acara dan pengalaman. Dimana, biasanya iklan ataupun promo yang berlangsung ditetapkan dari pusat dan di sebarkan oleh PT. Kimia Farma Trading & Distribution ke setiap apotek, rumah sakit ataupun outlet yang menggunkan produk perusahaan. Strategi promosi yang belum digunakan oleh PT. Kimia Farma Trading & Distribution Cabang Serang antara lain pemasaran langsung, promosi berita mulut ke mulut, dan pemasaran langsung. Dengan penggunan 5 strategi promosi dapat dikatakan strategi promosi yang digunakan belum cukup berhasil dilihat pada data penjualan produk marcks selama 3 tahun terakhir (2020-2022) mengalami Fluktuatif. | |||||||||
| Uncontrolled Keywords: | Promotion Strategy, Products, Marcks, Kimia Farma. Strategi Promosi, Produk, Marcks, Kimia Farma. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Mrs Violita Wijaya | |||||||||
| Date Deposited: | 12 Oct 2023 16:14 | |||||||||
| Last Modified: | 12 Oct 2023 16:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28459 |
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