| dc.contributor.advisor | | |
| dc.contributor.author | ARLANDITA, RIDWAN SYAH | |
| dc.date.accessioned | 2018-03-26T02:46:02Z | |
| dc.date.available | 2018-03-26T02:46:02Z | |
| dc.date.issued | 2015 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/18232 | |
| dc.description | Frogstone Distro clothing company is a company producing distro products in
Yogyakarta. The low purchases of the target market may suggest tighter competition
in the clothing distro line. Therefore, a suitable promotional strategy is required to
achieve the sales target. The objective of this research is to describe the promotional
strategy used by the Frogstone distro to raise their consumer interest and their sales.
The methodology used in the research is qualitative descriptive approach. The
location of the research is in Frogstone office, Jl. Prawirokuat no 132, Condongcatur,
Depok, Sleman, Yogyakarta. The data obtained by doing direct interview with the
distro owner and a representative consumer. Several available documentations were
also used to support the result of interview with the interviewees. Qualitative data
analysis is then evaluated by data validation using data source triangulation.
The result of this research defines that the strategy used by the Frogstone distro
clothing company to raise the consumer interest includes: plan, implementation, and
evaluation. This strategy is coupled by promotional mix activity, including sales
promotion, direct marketing, sponsorship, and advertising. The increasing target
consumers each year shows that promotional programs undertaken by the Frogstone
distro clothing company were sufficiently effective. | en_US |
| dc.description.abstract | Frogstone Distro clothing company is a company producing distro products in
Yogyakarta. The low purchases of the target market may suggest tighter competition
in the clothing distro line. Therefore, a suitable promotional strategy is required to
achieve the sales target. The objective of this research is to describe the promotional
strategy used by the Frogstone distro to raise their consumer interest and their sales.
The methodology used in the research is qualitative descriptive approach. The
location of the research is in Frogstone office, Jl. Prawirokuat no 132, Condongcatur,
Depok, Sleman, Yogyakarta. The data obtained by doing direct interview with the
distro owner and a representative consumer. Several available documentations were
also used to support the result of interview with the interviewees. Qualitative data
analysis is then evaluated by data validation using data source triangulation.
The result of this research defines that the strategy used by the Frogstone distro
clothing company to raise the consumer interest includes: plan, implementation, and
evaluation. This strategy is coupled by promotional mix activity, including sales
promotion, direct marketing, sponsorship, and advertising. The increasing target
consumers each year shows that promotional programs undertaken by the Frogstone
distro clothing company were sufficiently effective. | en_US |
| dc.publisher | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | strategi promosi,bauran promosi,minat beli konsumen | en_US |
| dc.title | STRATEGI PROMOSI PADA FROGSTONE DISTRO CLOTHING COMPANY YOGYAKARTA DALAM MENARIK MINAT BELI KONSUMEN | en_US |
| dc.type | Thesis | en_US |
