Analisis Strategi Promosi Dalam Meningkatkan Penggunaan Jasa Bimbingan Belajar Pada Yayasan Bintang Nusantara Cakra Bekasi
DOI:
https://doi.org/10.31334/jambis.v3i4.3373Keywords:
Promotion Mix, Tutoring, Promotion StrategyAbstract
The promotion strategy is one way to win a sustainable competitive advantage for company that produces goods or services. One of the companies engaged in services is Bintang Nusantara Cakra tutoring. The type of research used in this research is qualitative with a case study method. The data collection technique uses 6 indicators of Fandy Tjiptono's theory promotion mix in Dellamita, M.F (2014). The data collection technique used semi-structured interview methods and participant observation. The data collection is supported by documentation in the form of photographs with resource persons and internal company data. Test the validity of the data in this study using triangulation data collection techniques. The results showed that Yayasan Bintang Nusantara Cakra Bekasi needs corrective and improvement of promotion strategies on 6 promotion mix factors by implementing contemporary promotion strategy through the application of role models, determining appropriate target objects, and maximizing the use of social media by utilizing paid promotion or endorsement features to appropriate figures and the use of billboards and pennants around the building environment to help enlarge the scope of advertising and achieve an increase in the number of costumers.
References
Buku
Assauri, Sofjan. 2014. Manajemen Pemasaran. Cetakan Ketigabelas. Jakarta:Rajagrafindo Perkasa
Badan Kepegawaian Negara. 2018. Buku Pedoman Pelaksanaan Seleksi Calon Pegawai Negeri Sipil Tahun 2018 dengan Sistem CAT BKN. Jakarta:BKN.
Buchari, Alma. 2016. Manajemen Pemasaran dan Pemasaran jasa. Bandung:Alfabeta.
Bungin, Burhan. 2012. Analisis Data Penelitian Kualitatif. Jakarta: PT. Raja Grafindo Persada
Fitriah, Maria.2018.Komunikasi Pemasaran melalui Desain Visual. Yogyakarta:Deepublish
Hurriyati, Ratih. 2018. Bauran Pemasaran dan Loyalitas Konsumen. Edisi Keempat. Bandung:Alfabeta
Kotler, Philip dan Kevin Lane Keller. 2016a. Manajemen Pemasaran. Edisi Duabelas, Jilid satu dan dua. Jakarta:PT. Indeks.
-------. 2016b. Marketing Management. Edisi ke Lima Belas. USA:Pearson.
Laksana, M.F. 2019. Praktis Memahami Manajemen Pemasaran. Sukabumi:CV. Al Fath Zumar
Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa Berbasis Kompetensi. Edisi Ketiga. Jakarta:Salemba Empat.
Malau, Harman. 2017a. Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Manajemen Pemasaran. Bandung:Alfabeta.
-------.2017b. Manajemen Pemasaran. Bandung:Alfabeta
Sugiyono. 2012. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:Alfabeta.
Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:Alfabeta.
Sugiyono. 2015. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung:Alfabeta.
Sugiyono. 2017. Metode Penelitian Kuantitaif, Kualitatif, dan R&D. Bandung:Alfabeta.
Sugiyono. 2019. Metode Penelitian Kuantitaif, Kualitatif, dan R&D. Bandung:Alfabeta.
Tjiptono, Fandy. 2008. Strategi Pemasaran, Edisi III. Yogyakarta:Andi Offset
Tjiptono, Fandy.2016. Service, Quality, Satisfaction. Yogyakarta:Andi.
Tjiptono Fandy, Anastasia Diana. 2020. Pemasaran. Yogyakarta:Andi
Wahyuningsih, Sri. Metode Penelitian Studi Kasus. Madura:UTM Press
Jurnal
Amofah, Ofosu et al. 2016. The Influence of service Marketing Mix on Customer Choice of Repeat Purchase of Restaurant in Kumasi, Ghana. (European Journal of Business and Management, Volume 8. Nomor 11). Kumasi:Internasional Knowledge sharing Platform (IISTE)
Dellamita M.F, et al.2014.Penerapan Personal Selling (Penjualan Pribadi) Untuk Meningkatkan Penjualan (Studi pada PT Adira Quantum Multifinance Point of Sales (POS) Dieng Computer Square Malang). (Jurnal Administrasi Bisnis Volume 9 Nomor 2). Malang.
Hedyanata, Marceline Livia and Wirawan E.D.Radianto. 2016. Strategi Promosi Dalam Meningkatkan Penjualan Luscious Chocolate Potato Snack. (Jurnal Manajemen dan start up bisnis Volume 1 No 1). Surabaya
Lestari, Putri dan Muchammad Saifuddin, 2020. Implementasi Strategi Promosi Produk Dalam Proses Keputusan Pembelian Melalui Digital Marketing Saat Pandemi Covid'19. Jurnal MANOVA, Volume 03 No 02
Palealu, Vionita Rosaliana et al. 2016. Analisis Strategi Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pengguna Car Care Center (C3) Car Wash Manado. (EMBA, Volume 4. Nomor 2 Hal. 144-153). Manado
Pondaag, Trivena Octaviana dan Agus Supandi Soegoto. 2016. Evaluasi Strategi Promosi dan Penjualan Terhadap Keunggulan Bersaing pada PT. Astragraphia, TBK Cabang Manado. (EMBA, Volume 4. Nomor 2 Hal. 133-143). Manado
Rizky M.F dan Hanifa Yasin. 2014. Pengaruh Promosi Dan Harga Terhadap Minat Beli Perumahan Obama PT Nailah Adi Kurnia Sei Mencirim Medan. (Jurnal Manajemen dan Bisnis, Volume 14. Nomor 2). Medan
Tasruddin, Ramsiah. 2015. Srategi Promosi Periklanan yang Efektif. (Jurnal Al-Khitabah, Volume 2. Nomor 1). Makassar
Suranta, Gamaliel Fernandez dan Ade Titi Nifita. 2015. Analisis Strategi Pemasaran Jasa Menghadapi Pesaing. (Digest Marketing, Volume 1.Nomor 1). Jambi
Publikasi dalam konfrensi atau seminar
Andreas. 2021. Prosiding Webinar Nasional IAHN-TP Palangka Raya. (Nomor 6)
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
