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All Journal Enrichment : Journal of Management
Riandy Pratama Ambarita
Universitas Kristen Satya Wacana
Economics, Econometrics & Finance

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Analysis Promotion Mix Strategies of Andjani Indonesia Semarang to Increase Sales in The Pandemic Riandy Pratama Ambarita; Zon Vanel
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (790.064 KB) | DOI: 10.35335/enrichment.v12i2.499

Abstract

Implementing Large-Scale Social Restrictions (PSBB) due to COVID-19 has significantly impacted sales turnover in various business sectors in Indonesia. In contrast to Andjani Indonesia Semarang, which increased sales during the pandemic by emphasizing the implementation of the promotion mix on social media. It is descriptive qualitative research. Data collection techniques carried out in this study used interviews, observation, and literature studies. This study describes the promotion mix implemented by Andjani Indonesia Semarang to increase sales during the pandemic. This study indicates that the promotion mix carried out by Andjani Indonesia Semarang, namely advertising, sales promotion, public relations, personal selling, and direct marketing, succeeded in increasing sales during the pandemic.
Co-Authors Zon Vanel