ANALISIS EFEKTIVITAS ELEMEN BAURAN PEMASARAN PADA PT. NIAGA SUPER SURYA SEMARANG

Kanadi, Edwin (2018) ANALISIS EFEKTIVITAS ELEMEN BAURAN PEMASARAN PADA PT. NIAGA SUPER SURYA SEMARANG. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

This study aims to determine the effectiveness of the marketing mix elements related to the product, to determine the effectiveness of the marketing mix elements related to prices, to determine the effectiveness of the marketing mix elements related to place, to determine the effectiveness of marketing mix elements related to promotion. Samples are taken from active consumers, because these consumers are considered able to provide a more accurate response compared to passive consumers. Consumers who regularly buy in the last 3 months are considered active because the maximum bill payment time given to consumers is 3 months. In this case, active consumers should make a repurchase after payment of the bill. In addition, the average consumer purchases every 3 months. Data analysis techniques are descriptive analysis. Based on the results of the analysis, it can be concluded that the effectiveness of each element of the marketing mix is good. Place is considered the most effective compared to other elements (highest average score of 4.10). Conversely, Promotion is a marketing mix element that is rated as the least effective compared to other elements. However, Promotion on P.T. NSS still tends to be effective (an average score of 3.66 supported by respondents' reasons). Products with an average score of 3.83 are supported by the reason respondents can be considered effective. Likewise, Price was considered effective with an average score of 4.00 and supported by respondents' reasons.

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Marketing Management
Divisions: Graduate Program in Management
Depositing User: Mr Lucius Oentoeng
Date Deposited: 16 Apr 2019 10:14
Last Modified: 16 Apr 2019 10:14
URI: http://repository.unika.ac.id/id/eprint/18945

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