摘要：Company should be able to formulate a good strategy to win the competition; one of the strategies formulated is promotion. Promotion required by the company that aims to meet the needs and desires of consumers are more critical today. This study aimed to identify the type of promotion that necessitated retail stores in taking decisions in selling liquid milk products and to analyze the effectiveness of the promotion of liquid milk products which have been granted to retail store. Data collection begins with the collection profile of respondents, in this case is a retail store that has become the company's customers. Data were collected through interviews using a questionnaire. Sampling was done by determining the retail store which has become the company's customer base and measured by turnover or size of the average purchase in six months, as well as loyalty program participants. The way the sampling is done with a technique called stratification total of 120 respondents participated in this survey. The analytical method used in this research is the analysis of the correspondence, thurstone, and chi-square test. Correspondence analysis in this study is used to detect the proximity of a given brand with promotion. Thurstone analysis was used in assessing the importance of this type of promotion. The attributes measured in order of priority and the desired level of importance of each respondent. Chi-Square test is a correlation test that aims to identify the relationship between variables.
其他摘要：Company should be able to formulate a good strategy to win the competition; one of the strategies formulated is promotion. Promotion required by the company that aims to meet the needs and desires of consumers are more critical today. This study aimed to identify the type of promotion that necessitated retail stores in taking decisions in selling liquid milk products and to analyze the effectiveness of the promotion of liquid milk products which have been granted to retail store. Data collection begins with the collection profile of respondents, in this case is a retail store that has become the company's customers. Data were collected through interviews using a questionnaire. Sampling was done by determining the retail store which has become the company's customer base and measured by turnover or size of the average purchase in six months, as well as loyalty program participants. The way the sampling is done with a technique called stratification total of 120 respondents participated in this survey. The analytical method used in this research is the analysis of the correspondence, thurstone, and chi-square test. Correspondence analysis in this study is used to detect the proximity of a given brand with promotion. Thurstone analysis was used in assessing the importance of this type of promotion. The attributes measured in order of priority and the desired level of importance of each respondent. Chi-Square test is a correlation test that aims to identify the relationship between variables.
关键词：promosi; ritel; korespondensi; thurstone; chi-square Downloads Download data is not yet available;PDF Published 2015-12-30 How to Cite Nugraha; A;S.; Suharjo; B.; & Sahara; S;(2015);EFEKTIVITAS PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN TOKO RITEL PRODUK SUSU CAIR PT;FRISIAN FLAG INDONESIA;Jurnal Aplikasi Bisnis Dan Manajemen (JABM) ; 1 (2); 88;https://doi.org/10.17358/jabm.1.2.88 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Issue Vol;1 No;2 (2015): JABM Vol;1 No;2 Desember 2015 Section Articles Make a Submission Citation Analysis
