SIAGIAN, MUTIHA CHRISNA VINTAULI BR (2020) BAURAN PROMOSI GALERIES LAFAYETTE DALAM MENINGKATKAN MINAT KONSUMEN TAHUN 2019. S1 thesis, Universitas Mercu Buana.
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Abstract
Galeries is a well-known department store in Jakarta. Researchers are interested in discussing how the strategy used by Galeries Lafayette. The purpose of this research is to find out how the promotional mix applied by Galeries Lafayette in increasing consumer interest. And what obstacles are there in the implementation of the mix. In this study, researchers used a theoretical foundation that supports marketing communication theory, STP theory, marketing mix theory, promotion mix theory, and discussion of retail marketing and consumer interest. This research paradigm uses the constructivism paradigm. The qualitative research approach, while the research method is a case study. Data collection techniques using in-depth interviews and observation as well. The data validity checking technique uses triangulation techniques. The results showed that the promotional strategy used by Galeries Lafayette uses a promotional mix as a promotional strategy to increase consumer interest. Namely through personal selling, advertising, sales promotion, publicty and public relations. Key words : Promotion Mix, Galeries Lafayette, Consumer Interest Galeries merupakan department store yang cukup ternama di Jakarta. Peneliti tertarik untuk membahas bagaiamana strategi yang dilakukan Galeries Lafayette. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi yang diterapkan oleh Galeries Lafayette dalam meningkatkan minat konsumen. Dan hambatan apa saja yang ada dalam pelaksanaan strategi tersebut. Dalam penelitian ini, peneliti menggunakan landasan teori yang mendukung yaitu teori komunikasi pemasaran, teori STP, teori bauran pemasaran, teori bauran promosi, dan pembahasan pemasaran ritel dan minat konsumen. Paradigma penelitian ini menggunakan paradigma konstruktivisme. Pendekatan penelitian kualitatif, sedangkan metode penelitiannya studi kasus. Teknik pengumpulan data menggunakan wawancara mendalam dan observasi juga. Adapun teknik pemeriksaan keabsahan data menggunakan teknik triangulasi. Hasil penelitian menunjukkan strategi promosi yang digunakan Galeries Lafayette menggunakan bauran promosi sebagai strategi promosi untuk meningkatkan minat konsumen. Yaitu melalui personal selling, advertising, sales promotion, publicty dan public relation. Kata Kunci : Bauran Promosi, Galeries Lafayette, Minat Konsumen
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