Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta
Keywords:sales promotion, upper class consumer, etnography
AbstractSales 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.
Abe, B. (2008, 3 November). Menangguk Rezeki dari Pesta Perkawinan. Diakses dari
Clow, K., & Baack, D. (2010). Integrated Advertising, Promotion, and Marketing
Communications. New Jersey: Prentice Hall.
Kuswandini, D. (2010). Saying ‘I do’ the Lavish Way. Diakses dari
Long, M., Schiffman, L., & Sherman, E. (1995). Understanding the Relationship Programs:a
Content Analysis. In Proceedings of the World Marketing Congress VII-II. K. Grant and Walker (Eds.). Australia: Academy of Marketing Science.
Maulana, A. E. (2008, 2 Juni). Insight via Ethnography. Diakses dari
Melati, I., & Tiara, M. (2009). Consumer Insight: Dinamika Pemilihan sebuah Wedding Organizer.
Tesis tidak diterbitkan. Jakarta: Program Pascasarjana Universitas Bina Nusantara.
Schiffman, G., & Kanuk, L. (2004). Consumer Behaviour. New Jersey: Prentice Hall.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)