Jurnal Thesis, Universitas Negeri Gorontalo, 1-36. Strategi promosi stick jagung sebagai oleh-oleh khas daerah dalam menunjang Mason, US: South-Western Cengage Learning Principles of marketing: global edition (14th ed.).

Metodologi penelitian kualitatif analisis data. International Journal of Marketing, Financial Services and ManagementĮmzir. Role of promotion mix in mounting the sales of various FMCGĬompanies in rural markets. As for the third promotion mix, namely, Personal Selling, Public Relations and Publicity, and Advertising, is not become the focus of LUSCIOUS’ promotional strategies. There are 5 models of promotional mix was chosen as the focus of LUSCIOUS’ improvement promotional strategies which still in startup business, namely Events and Experiences, Direct Marketing, Sales Promotion, Interactive Online Marketing, and Word of Mouth Marketing. The results showed that LUSCIOUS Chocolate Potato Snack need of repair and upgrading basic campaign strategy in 8 models of the promotional mix. Technical analysis of the data in this research consists of three stages: data reduction, data presentation, and conclusion. Validity and reliability of this research using triangulation source method.

The collection of data is also supported by documentation in the form of photographs with informants and internal data firm. Data collection techniques using semi-structured interviews by involving 12 informants, consist of 5 consumers, 2 agents personal reseller, 2 owner of the company as an agent of a distributor, and 3 marketing expert. Data retrieval technique is using purposive sampling method. This type of research is using qualitative with case study method. The purpose of this research is to determine the promotional strategies that can increase product sales of LUSCIOUS Chocolate Potato Snack.

So far, promotion strategies which used by LUSCIOUS Chocolate Potato Snack to promote and sell products was not maximal that caused the company's sales target (sales force) problem that has not been achieved and customer coverage is still narrow.

Buku Metode Penelitian Sugiyono 2013