creators_name: Nuriy Aghniya, 1416051086
creators_id: nuriyaghniya96@gmail.com
type: other
datestamp: 2018-04-28 03:06:20
lastmod: 2018-04-28 03:06:20
metadata_visibility: show
title: PENERAPAN STRATEGI PROMOSI PADA SEKTOR PERTANIAN
(Studi Kasus pada Perusahaan Pupuk Organik PT. Anugerah Daya Sentosa)
ispublished: pub
subjects: HB
subjects: JA
full_text_status: restricted
abstract: Penelitian ini bertujuan untuk mengetahui penerapan strategi promosi dan
efektivitas strategi promosi yang dilakukan PT. ADS dilihat dari respon petani
setelah dilakukan kegiatan promosi. Penelitian ini menggunakan metode deskriptif
dengan pendekatan kualitatif. Berdasarkan hasil penelitian tersebut diperoleh hasil
bahwa pada strategi advertising PT. ADS memasang spanduk. Pada strategi
public relation, PT. ADS mengadakan pertemuan untuk pengenalan perusahaan,
edukasi dan penyuluhan. Pada strategi sales promotion, PT. ADS memberikan
sampel gratis dan uji coba lahan milik petani. Pada strategi personal selling, PT.
ADS memiliki tim agronomis yang memasarkan produk per daerah dan
mendampingi petani. Pada strategi direct marketing, PT. ADS memiliki katalog
penawaran produk yang berisi informasi lengkap mengenai produk PT. ADS.
Berdasarkan strategi tersebut, terdapat dua strategi yang efektif membuat petani
membeli pupuk organik MM (action), sedangkan empat strategi yang lain tidak
efektif dalam membuat konsumen melakukan pembelian. Namun, strategi tersebut
mampu memunculkan perhatian (attention), ketertarikan (interest), dan minat beli
(desire) terhadap produk. Setelah dilakukan penelitian, diperlukan pendalaman
pada strategi promosi personal selling yaitu pada strategi pendampingan untuk
meminimalisir kegagalan yang terjadi akibat kesalahan mengaplikasikan pupuk
organik MM.
Kata kunci: Bauran promosi, Teori keputusan pembelian AIDA


ABSTRACT


This study aims to determine the implementation of promotional strategies and the
effectiveness of promotional strategies undertaken by PT. ADS is seen from the
farmers response after the promotion activities. This research uses descriptive
method with qualitative approach. Based on the results of these studies obtained, the
results that the advertising strategy of PT. ADS put up banners. In public relations
strategy, PT. ADS holds meetings for company introduction, education and
counseling. In sales promotion strategy, PT. ADS provides free samples and farmers'
land trials. In personal selling strategy, PT. ADS has an agronomic team that
markets products per region and accompanies farmers. In direct marketing strategy,
PT. ADS has a product offer catalog that contains complete information about PT
products. ADS. Based on the strategy, there are two effective strategies to make
farmers buy organic fertilizer MM (action), while four other strategies are not
effective in making consumers make purchases. However, the strategy is able to bring
attention (attention), interest (interest), and the desire to buy (desire) of the product.
After doing research, it is necessary deepening of personal selling promotion strategy
that is on the assistance strategy to minimize the failure caused by mistake apply
organic fertilizer MM.
Keywords: Promotion mix, AIDA purchase decision theory
date: 2018-04-12
date_type: published
publisher: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK 
place_of_pub: UNIVERSITAS LAMPUNG
citation:   Nuriy Aghniya, 1416051086  (2018) PENERAPAN STRATEGI PROMOSI PADA SEKTOR PERTANIAN (Studi Kasus pada Perusahaan Pupuk Organik PT. Anugerah Daya Sentosa).  FAKULTAS ILMU SOSIAL DAN ILMU POLITIK , UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/31325/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/31325/9/SKRIPSI%20FULL.pdf
document_url: http://digilib.unila.ac.id/31325/10/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf