PENERAPAN BAURAN PROMOSI DI KOKOCI KABUPATEN LIMA PULUH KOTA

Vadli, Citra Novira and Ukrita, Indria (2018) PENERAPAN BAURAN PROMOSI DI KOKOCI KABUPATEN LIMA PULUH KOTA. Jurnal Agrimart, 05 (01). pp. 1-13.

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Abstract

Promotion is one of the determinants of the success of a marketing program to provide information about the existence of a product. KOKOCI is a company specialized in specific food field Minang Ranah, which produces and sells various rendang and snacks that stood since 2006. To be able to penetrate the market, especially outside the region of West Sumatra, KOKOCI requires a variety of efforts that really mean and appropriate in exploiting the potential In a company, especially in the promotion for sales. This thesis aims to identify promotional strategies implemented in KOKOCI, as well as to know the factors that influence the application of promotion mix in KOKOCI. Student Work Experience (PKPM) is held for 2.5 months starting from 27th February to 13th May 2017 located at KOKOCI. The scope discussed about promotional activities undertaken by KOKOCI in running its business for the last 5 years from 2012 - 2017 and the factors that influence the promotion mix derived from the primary data and secondary data. Methods of data collection using interview methods, documentation, and observation. KOKOCI applies some promotion mix to support its marketing activities. The promotional mix applied is personal selling, sales promotion, advertising, publicity, public relations and through direct marketing. Factors influencing promotional mix applied by KOKOCI include product factor, market factor, customer factor, budget factor and marketing mix factor. Keywords: promotion mix, factors influencing promotion mix

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