Analisis Promosi Dalam Meningkatkan Minat Pembelian di PT Bumi Nyiur Swalayan
DOI:
https://doi.org/10.31851/jmwe.v21i4.15440Abstract
ABSTRAK
Dunia bisnis yang semakin kompetitif menjadikan kegiatan promosi memegang peranan penting dalam menarik perhatian konsumen dan mendorong mereka untuk melakukan pembelian. Tujuan penelitian ini adalah untuk mengevaluasi efektivitas strategi promosi dalam meningkatkan minat pembelian di PT Bumi Nyiur Swalayan. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif, melibatkan Data dikumpulkan melalui penyebaran kuesioner kepada konsumen yang berbelanja di PT Bumi Nyiur Swalayan. Hasil penelitian menunjukkan bahwa promosi memiliki peran vital dalam mendorong kesuksesan penjualan produk. Kombinasi promosi offline dan online yang diterapkan, seperti pemasangan spanduk dan promosi melalui media sosial, terbukti efektif meningkatkan minat beli konsumen. Promosi offline memberikan pengalaman langsung kepada konsumen, sementara promosi online memperluas jangkauan pasar. Strategi ini tidak hanya meningkatkan penjualan, tetapi juga memperkuat loyalitas konsumen terhadap PT Bumi Nyiur Swalayan.
Kata Kunci: Promosi, Minat Pembelian, Strategi Pemasaran, PT Bumi Nyiur Swalayan
ABSTRACT
The increasingly competitive business world makes promotional activities crucial in attracting consumer attention and encouraging purchases. The purpose of this study is to evaluate the effectiveness of promotional strategies in increasing purchase interest at PT Bumi Nyiur Swalayan. This research uses a descriptive method with a qualitative approach. Data was collected through the distribution of questionnaires to consumers shopping at PT Bumi Nyiur Swalayan. The results of the study show that promotion plays a vital role in driving product sales success. The combination of offline and online promotions, such as banner placements and social media promotions, has proven effective in boosting consumer purchase interest. Offline promotions provide consumers with a direct experience, while online promotions expand market reach. This strategy not only increases sales but also strengthens consumer loyalty to PT Bumi Nyiur Swalayan.
Keywords : Promotions, Purchase Interest, Marketing Strategy, PT Bumi Nyiur Swalayan
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