Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta
Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turn...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2014-05-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/1264 |
| _version_ | 1797724414379294720 |
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| author | Ina Melati |
| author_facet | Ina Melati |
| author_sort | Ina Melati |
| collection | DOAJ |
| description | Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion. |
| first_indexed | 2024-03-12T10:16:56Z |
| format | Article |
| id | doaj.art-8faddd4fe3a94b1a909b5ea2954869ec |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T10:16:56Z |
| publishDate | 2014-05-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-8faddd4fe3a94b1a909b5ea2954869ec2023-09-02T10:27:05ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532014-05-015142943510.21512/bbr.v5i1.12641132Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di JakartaIna Melati0Bina Nusantara UniversitySales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion.https://journal.binus.ac.id/index.php/BBR/article/view/1264sales promotion, upper class consumer, etnography |
| spellingShingle | Ina Melati Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta Binus Business Review sales promotion, upper class consumer, etnography |
| title | Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta |
| title_full | Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta |
| title_fullStr | Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta |
| title_full_unstemmed | Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta |
| title_short | Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta |
| title_sort | pengaruh sales promotion pada keputusan pemilihan sebuah wedding organizer studi kasus segmentasi kalangan atas di jakarta |
| topic | sales promotion, upper class consumer, etnography |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/1264 |
| work_keys_str_mv | AT inamelati pengaruhsalespromotionpadakeputusanpemilihansebuahweddingorganizerstudikasussegmentasikalanganatasdijakarta |