Professional Documents
Culture Documents
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ABSTRACT
The problem in this research is the lack of promotion and the limited
implementation of the promotion mix, relying only on brochures and direct sales
only and the lack of publications both print and electronic media, in addition to
the frequent change of leader, competition among products franchise strict
influence purchasing decisions of consumers to choose Ichi Bento. The research
objective is to determine and analyze the implementation of the promotion mix,
any obstacles encountered and how to overcome these obstacles and appropriate
promotional strategies used by Ichi Bento Branch Banjar.
The method used is descriptive method with qualitative approach, located
in Yogya Depstore Banjar Jl. Lt. Suwarto No. 36 Banjar. Mechanical
determination of informants using purposive sampling techniques consisting of 6
(six) the informant covering: Store Manager, Admin Area, Leader Stores and
consumers 3.
Based on the analysis we can conclude the implementation of the
promotion mix at Ichi Bento Branch Banjar still not optimal for promotional
activities should be based on the promotion program of the center. Media used for
promotion is very limited, only rely on brochures and no publications to
advertising media both print and electronic media, the obstacles encountered Ichi
Bento Branch Banjar them in terms of taste or flavor was average, the public
perception will be a fast food unhealthy , not too widely known as well as lack of
promotion, and the lack of management arrangements. How to overcome the
constraints of proper strategies used by the Branch Banjar Ichi Bento is by word
of mouth promotion through Internet media, market development, product
development and service delivery, promotion strategies.
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KATA PENGANTAR
Segala puji dan syukur kehadirat Allah SWT yang telah memberikan
rahmat dan hidayah-Nya berupa nikmat sehat dan nikmat hidup. Sehingga peneliti
Cabang Banjar). Adapun tujuan penelitian ini adalah untuk mengikuti sidang
skripsi pada Program Studi Ilmu Administrasi Bisnis STISIP Bina Putera Banjar.
bimbingan, dorongan dan saran dari berbagai pihak, oleh karenanya peneliti
1. Bapak Angga Gumilar, S.Pd., M.Pd selaku Ketua Sekolah Tinggi Ilmu Sosial
Wakil Ketua I Bidang Akademik STISIP Bina Putera Banjar yang telah
4. Ibu Tina Cahya Mulyatin, S.IP., M.Si selaku Wakil Ketua II STISIP Bina
Putera Banjar
5. Bapak Anwar Musadad, S.Ag., M.MPd selaku Wakil Ketua III STISIP Bina
Putera Banjar
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7. Manager Area dan Leader Ichi Bento Cabang Banjar.
8. Semua rekan dan teman peneliti yang tidak dapat disebutkan satu persatu
penelitian ini masih jauh dari sempurna. Untuk itu peneliti mengharapkan saran
dan kritik yang membangun untuk kesempurnaan penelitian ini. Besar harapan
Peneliti
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