Auliya, Syamsa Putri (2021) Event Marketing Sebagai Strategi Peningkatan Volume Penjualan Kayn Label. Sarjana thesis, Universitas Brawijaya.
Abstract
Persaingan yang ketat antar online shop menghadirkan masalah penurunan volume penjualan Kayn Label, maka dari itu penulis mencoba mengatasi masalah dengan melakukan strategi event marketing. Penelitian ini bertujuan mengetahui keberhasilan event marketing dalam meningkatkan volume penjualan Kayn Label. Jenis penelitian ini adalah penelitian deskriptif. Teknik pengumpulan data yang dilakukan menggunakan wawancara, observasi, dan dokumentasi. Data kemudian diolah melalui tiga tahap yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian ini menunjukkan event marketing dapat meningkatkan volume penjualan Kayn Label pada saat event berlangsung dengan memperhatikan pemilihan event dan menerapkan beberapa strategi lain seperti bauran promosi, desain, dan experience. Namun, harus ditambah strategi lain agar peningkatan volume penjualan tetap konsisten dan tidak turun kembali setelah event selesai
English Abstract
Intense competition between online shops triggers the problem of decreasing sales volume of Kayn Label, therefore the author tries to overcome the problem by implementing an event marketing strategy. This study aims to determine the success of event marketing in increasing sales volume of Kayn Label. This type of research is a descriptive research. Data collection techniques were carried out using interviews, observation, and documentation. The data is then processed through three stages, namely data reduction, data presentation, and concluding. The results of this study indicate that event marketing can increase Kayn Label's sales volume during the event by paying attention to event selection and implementing several other strategies such as promotion mix, design, and experience. However, other strategies must be added so that the increase in sales volume remains consistent and does not fall back after the event is over
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020529 |
| Uncontrolled Keywords: | Event marketing, Volume Penjualan, Event marketing, Sales Volume |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jan 2022 03:55 |
| Last Modified: | 25 Feb 2022 07:14 |
| URI: | http://repository.ub.ac.id/id/eprint/188710 |
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