Peran Strategi Promosi Dalam Meningkatkan Volume Penjualan (Studi Pada Butik Keika di Medan)

Abstract

Improvement of the standard of living and lifestyle are very diverse society today, making the company should be able to create a creative and innovative products and keep abreast of current fashion. Society never loose connection with the name of the fashion world. The fashion world is now very interested in almost of all people, especially women. Keika boutique, established in 2010 is one of the boutiques selling clothes and accessories women with excellent quality. Boutique Keika require proper promotion that Keika Boutique can be recognized by the public at large so as to increase sales volume and ready to face the competition. This study aims to determine the promotional strategies executed by Keika Boutique, knowing the increase in sales volume Boutique Keika, and to determine the role of promotion strategies in increasing sales volume Boutique Keika the last 3 years. The method used is descriptive qualitative method. Data was obtained from observation, interviews, and literature. Data analysis techniques used by researchers is data reduction, data presentation and conclusion / verification of data. Informants in this study consisted of key informants and key informants. Determination of informants using purposive sampling Boutique owner Keika and use sampling accidental that the buyer / customer Keika Boutique. The results show promotion strategies that have been implemented in the Boutique Keika includes three variables, namely advertising, personal selling and sales promotion. Media campaign that used by Keika Boutique include: banners, flyers, business cards, social media, clutchbag, endorsed and events bazaar. The increase in sales volume in the early Boutique Keika stand which in 2011 reached Rp 150,000,000, -. The volume of sales in 2012 increased by Rp 95.500.000 or by 63.67%. In 2013 the volume of sales also increased by Rp 133.000.000 from the previous year or a total of 54.51%. The results showed that the annual cost of promotion increases and is always followed by an increase in sales volume. It shows the relationship between the cost of the promotion by sales volume, where every change of variables affect the volume of sales promotion costs. The highest promotion costs in 2013 amounting to Rp 70.850.000 or up 55.2% of total sales volume also increased by Rp 133.000.000,- an increase of 54.51%. Low promotional costs in 2011 in the amount of Rp 25.700.000,- the volume of sales of Rp 150,000,000, -.