ANALISIS PROMOSI MAKANAN KHAS MELAYU BOLU KEMOJO PADA GERAI AL MAHDI PEKANBARU
Abstract: The aim of this
research is to find out the respondents’ responses from an analysis on
promoting Malay cuisine kemojospongecake which being sold by Al Mahdi food
stall Pekanbaru that using marketing mix (advertising and personal selling).
The theory used in this research is Lupioyadi and Hamdany (2006 :74) that
separated promotion mix into six parts; advertising, personal selling, sales
promotion, public relation, word of mouth, and direct mail.
The method of the research is qualitative research which the research and
comprehension process based on social phenomenon and public affair
investigation. In this research, the writer used Ordinal Scale in measuring the
data and Likert’s Scale in measuring person’s attitude upon object’s attitude.
This research is identified into two problems; advertising and personal
selling that being operated by Al Mahdi food stall Pekanbaru. Thus in this
research, the writer this research can reveal the respondents’ response on two
promotions mix by distributing questionnaires to respondents and also
processing the result of questionnaires.
The conclusion of this research, it showed the respondents’ responses on
marketing mix on advertising were interesting enough based on the analysis, yet
on personal selling also was good based on the analysis which those results
based on the questionnaires answers recapitulation. Then, the writer suggested
the company in advertising analysis to be more innovative on social media and improve
the features on the social media for selling promotion,
Penulis: Indah Puspita Sari,
Syofia Achnes, Ari Kresnaputra Agus
Kode Jurnal: jpmanajemendd150991
