Strategi Promosi Pada PT. Atrhaprima Finance Cabang Subang - Luki Natika; Ade Nawawi; Dwi Jihan Milda Prastika (Fakultas Ilmu Administrasi Universitas Subang, 2022)
Abstrak Peneliti ini bertujuan untuk menganalisis strategi promosi di PT. Arthaprima Finance Cabang Subang. Promosi merupakan hal yang sangat untuk dilakukan suatu perusahaan untuk mengatasi persaingan yang ketat di dunia usaha sekarang ini. Salah satu jalan untuk meraih keunggulan kompetisi dalam menimbulkan minat beli konsumen adalah dengan membentuk promosi yang baik di mata konsumen. Data yang digunakan dalam penelitian ini diperoleh dari hasil penjualan PT. Arthaprima Finance Cabang Subang selama dua tahun dan beberapa observasi serta wawancara langsung dengan pihak Branch Manager, Credit Marketing Officer, dan Konsumen terkait produk pembiayaan di PT. Arthaprima Finance Cabang Subang. Dari penelitian ini dapat disimpulkan berdasarkan hasil wawancara bahwa strategi promosi di PT. Arthaprima Finance Cabang Subang cukup optimal. Namun masih terdapat kelemahan yaitu masyarakat masih banyak yang belum mengetahui PT. Arthaprima Finance Cabang Subang ini bergerak dibidang apa dan proses pembiayaannya bagiamana. Karena masih kurangnya strategi promosi periklanan dan promosi penjualan yang tidak tersebar ke khalayak ramai. Kata Kunci : Strategi Promosi Abstract This researcher aims to analyze the promotion strategy at PT. Arthaprima Finance Subang Branch. Promotion is a very important thing for a company to do to overcome the intense competition in today's business world. One way to gain competitive advantage in generating consumer buying interest is to establish a good promotion in the eyes of consumers. The data used in this study were obtained from the sales of PT. Arthaprima Finance Subang Branch for two years and several observations and direct interviews with the Branch Manager, Credit Marketing Officer, and Consumers related to financing products at PT. Arthaprima Finance Subang Branch. From this study it can be concluded based on the results of interviews that the promotion strategy at PT. Arthaprima Finance Subang Branch is quite optimal. However, there are still weaknesses, namely that there are still many people who do not know PT. Arthaprima Finance Subang Branch is engaged in what field and how the financing process. Because there is still a lack of advertising promotion strategies and sales promotions that are not spread to the general public. Keywords: Promotion Strategy