PERANCANGAN STRATEGI PROMOSI PADA BISNIS POCHETTE BAG

Abstract

: The purpose of this research is to design a business promotion strategy for Pochette Bag based on competitor’s strategy and consumer’s preference. Pochette Bag specializes in the leather industry and the products sold are self designed and manufactured using the services of others. Sampling process is carried out using Snowball Sampling technique. Data collection methods include interviews and observation on competitors, as well as interviews with consumers. Source triangulation is used to test data validity and reliability, while Miles and Huberman model is used to analyze the data. The Miles and Huberman model consist of three analysis stages, namely data reduction, data presentation, and conclusion deduction.