STRATEGI PROMOSI INDUSTRI RANCAKAN GAMELAN DALAM MEMBUAT KEPUTUSAN MEMBELI (Studi Deskriptif Kualitatif pada UD SEMBODRO Desa Jatibedug Punduhsari Manyaran Wonogiri)

Mahmud Efendi, NIM : 14730050 (2018) STRATEGI PROMOSI INDUSTRI RANCAKAN GAMELAN DALAM MEMBUAT KEPUTUSAN MEMBELI (Studi Deskriptif Kualitatif pada UD SEMBODRO Desa Jatibedug Punduhsari Manyaran Wonogiri). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

With the advent of globalization era throughout the country, it gives rise to increasingly sharp business competition. One of them is competition in handicraft business gamelan design. Competition in indonesian handicraft industry has encouraged UD Sembodro as a company engaged in handicrafts to compete with its competitors. The existence of such competition makes the writer interested to examine more about the problem how UD Sembodro's promotional strategy in buying decision. The purpose of this research is to know the promotional strategy applied by UD Sembodro. The concepts used to discuss the promotion strategy of the gamelan industry in buying decisions is to make marketing planning and evaluation applied by UD Sembodro consisting of SWOT analysis (Strength / Weakness / Weakness, Opportunity / Threats / Threats) The research method used by the writer is using qualitative descriptive method. Data collection techniques through in-depth interviews and collecting other data in the form of companies obtained from UD Sembodro. In the research results obtained that UD Sembodro has done promotional strategies that finally can be known by its customers proved that the success achieved by UD Sembodro through promotion strategy consisting of advertising, individual sales, sales promotion, and publicity. So it can be concluded that UD Sembodro in an effort to increase the purchase and introduction of products through promotional strategies that have been done is quite successful seen from the familiar UD Sembodro products by its customers which ultimately affect the increased sales. Keyword : Strategy promotion, industry, buying decision

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