Analisis Bauran Promosi Ikan Salai Lele Sedap Di Kota Pekanbaru

Andriani, Yeni (2021) Analisis Bauran Promosi Ikan Salai Lele Sedap Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Promotion mix is very important in a company, because with the promotion mix, the success and goals of a company can be achieved. The purpose of this study was to determine the promotional mix in the smoked catfish business in the city of Pekanbaru which is one of the smoked fish businesses that has its own brand. Promotion mix research indicators used include advertising, personal selling, sales promotion, public relations, direct marketing. The type of research used is quantitative with a descriptive approach, which describes the actual situation of what is contained at the time of the study. The sampling technique used in this study is incidental sampling with a total of 30 consumers who buy delicious catfish smoked fish and 1 business owner. Types and sources of data in this study are primary data obtained from field data through interviews and questionnaires and secondary data obtained through documentation. The data collection techniques used were interviews, questionnaires, documentation and observation. The data analysis technique used is the validity test and the reliability test. From the results of the conclusions obtained in this study, of all the promotional mix activities carried out in the smoked catfish business are in the good enough category, this is because the business owner is good enough in carrying out promotional activities with the promotional mix activities carried out, it has the main objective to find more consumers in the Pekanbaru area and outside the Pekanbaru area.

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