ANALISIS IMPLEMENTASI STRATEGI PROMOSI DALAM MENGHADAPI PERSAINGAN (KASUS PADA AJB BUMIPUTERA 1912 WILAYAH PEKANBARU)
Abstract: The problem in this
study is still a lack of advertising and sales promotion undertaken and in the
last five years, only in 2011 the realization of achieving the target number of
customers that have been set can be achieved. In addition to a decrease in the
achievement of the target customers in 2012 compared to 2011. The purpose of
the study was to analyze the implementation of promotional strategies
implemented by AJB Bumiputera 1912 Pekanbaru region in the face of competition.
The results of the overall study respondents regarding the implementation of
promotional strategies on AJB Bumiputera 1912 Regional Pekanbaru. Overall the
respondents to the implementation of the promotion of good enough. However for
advertising and sales promotion indicator is still not good. Not good
indicators of advertising because the ads from insurance products AJB
Bumiputera 1912 Pekanbaru region is still lacking and only limited to the
offices of AJB Bumiputera 1912 alone. Besides advertising done only in the form
of brochures, banners and flags in the office, so the scope is very limited. As
for sales promotion, it is still very rare and almost never even AJB Bumiputera
1912 Regional Pekanbaru sales promotion by organizing exhibitions in the center
of the crowd as well as to sponsor entertainment events. Entertainment events
conducted only from the company itself as well as launching new products the
company birthday celebration. Promotion is concerned with private sale
(personal selling) is carried out through an agent.
Penulis: Wahyu Satria Arjuna,
Sri Zuliarni
Kode Jurnal: jpadministrasinegaradd141131
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