ANALISIS PELAKSANAAN PROMOTION MIX DAN PENGARUHNYA TERHADAP KUALITAS DAYA SAING USAHA (STUDI KASUS UMKM BERBASIS INDUSTRI KREATIF BINAAN PT. TELKOM CDC AREA MEDAN)
Abstract: The results showed
that, Advertising is the most frequently promotional device used by creative
industries. From 30 creative Industries, there were 26 (86.67%) who used
advertising to promote their products. Moreover, advertising also has the most
dominant influence on the quality of the creative industry's competitiveness.
Partially, among the five types of existing promotion mix; advertising,
personal selling and sales promotion are promotion mix that significantly
affect the quality of the creative industry's competitiveness. they are proven
to improve productivity, profitability and broad market coverage of the
creative industries. Meanwhile, public relations and direct marketing do not
affectpositevely on the quality of the creative industry competitiveness
Kata Kunci: Promotion Mix, Daya
Saing, Industri Kreatif
Penulis: Nasruddin, Ika
Agustina
Kode Jurnal: jpmanajemendd151508
