NANDAYARNI, IVO (2025) KOORDINASI DAN KOMUNIKASI BAGI IMPLEMENTASI METODE SALES PROMOTION GUNA MENINGKATKAN VOLUME PENJUALAN PRODUK ALFAMART (Studi Kasus Pada PT Sumber Alfaria Trijaya TBK di DKI Jakarta Tahun 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The retail sector in Indonesia is becoming increasingly competitive, particularly in terms of promotional strategies used to boost sales volume. PT Sumber Alfaria Trijaya Tbk (Alfamart), as one of the leading players in the modern retail industry, continues to innovate through sales promotion methods. This study aims to analyze the coordination and communication implemented by Alfamart in executing sales promotion strategies to increase sales volume and identify the challenges encountered during its implementation. This research is based on the theories of Communication Convergence, Coordinated Management of Meaning (CMM), and Computer-Mediated Communication (CMC). A qualitative case study approach was employed within a constructivist paradigm. Data was collected through in-depth interviews with Alfamart’s head office and branch office teams in Cikokol, as well as through an analysis of sales data and promotional strategies. The findings indicate that coordination in sales promotion follows both vertical and horizontal patterns, utilizing communication technologies such as email and WhatsApp to facilitate both formal and informal interactions. The schematic model developed in this study illustrates the relationships between various stakeholders in the sales promotion process, from central management and the marketing team to store managers and sales staff who engage directly with customers. The execution of promotional programs is monitored through mystery shopper evaluations and internal surveys to assess effectiveness. The primary challenges identified include differences in understanding among teams, inconsistencies in the promotional system, and a lack of focus in online socialization efforts. The communication and coordination model developed in this research is expected to serve as a guideline for enhancing the effectiveness of sales promotion programs. Additionally, this study provides a reference for future research on communication strategies in promotional implementation and serves as an evaluation tool for Alfamart to improve its coordination and communication systems in executing promotional programs. Keywords: Coordination, Communication, Sales promotion, Sales Volume Pertumbuhan sektor ritel di Indonesia semakin kompetitif, terutama dalam strategi promosi yang digunakan untuk meningkatkan volume penjualan. PT Sumber Alfaria Trijaya Tbk (Alfamart) sebagai salah satu pemain utama dalam industri ritel modern terus berinovasi melalui metode sales promotion. Penelitian ini bertujuan untuk menganalisis koordinasi dan komunikasi yang dilakukan oleh Alfamart dalam implementasi sales promotion guna meningkatkan volume penjualan, serta mengidentifikasi hambatan yang muncul dalam pelaksanaannya. Penelitian ini menggunakan teori Konvergensi Komunikasi, Coordinated Management of Meaning (CMM), dan Computer-Mediated Communication (CMC) sebagai landasan teoretis. Pendekatan penelitian yang digunakan adalah studi kasus dengan metode kualitatif dalam paradigma konstruktivisme. Data dikumpulkan melalui wawancara mendalam dengan tim kantor pusat dan kantor cabang Alfamart di Cikokol, serta analisis dokumen terkait penjualan dan strategi promosi. Hasil penelitian menunjukkan bahwa koordinasi dalam sales promotion dilakukan melalui pola vertikal, horizontal dan diagonal, dengan teknologi komunikasi seperti email dan WhatsApp digunakan untuk mempermudah komunikasi formal maupun informal. Skematis yang dibuat dalam penelitian ini menggambarkan hubungan antara berbagai pihak dalam proses sales promotion, mulai dari manajemen pusat, tim pemasaran, manajer toko, hingga pramuniaga yang berinteraksi langsung dengan pelanggan. Implementasi program promosi diawasi melalui monitoring dengan metode mystery shopper serta survei internal untuk menilai efektivitasnya. Kendala utama yang ditemukan dalam implementasi ini meliputi perbedaan pemahaman antar tim, ketidaksesuaian sistem promosi, serta kurangnya fokus dalam sosialisasi online. Skema komunikasi dan koordinasi yang dibuat dalam penelitian ini diharapkan dapat menjadi panduan dalam meningkatkan efektivitas program sales promotion. Penelitian ini juga dapat menjadi referensi bagi penelitian selanjutnya terkait strategi komunikasi dalam implementasi promosi serta menjadi bahan evaluasi bagi Alfamart untuk memperbaiki sistem koordinasi dan komunikasi dalam pelaksanaan program promosi mereka. Kata Kunci: Koordinasi, Komunikasi, Sales promotion, Volume Penjualan
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