Promotion Mix Development Strategy Happy Tummy
Juwita, Grace Virginie
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The following research covers the strategies needed to further develop the promotion mix of Happy Tummy. This research is conducted with several concerns, i.e.a decrease in the company sales turnover andthe result of initial consumer survey which states that the promotion done by Happy Tummy is still lacking. The aim of this research is to evaluate, to improve, andto develop an effective promotion mix strategy best suited for catering businesswhich will ultimately boost the company sales turnover. The initial survey sampling will be carried out among both currently active and inactive Happy Tummy consumers. The data collection method implements a qualitative method which uses semi-structured interview, observation and documentation ofresearch company data. Data validation and reliability testuses data validityi.e.source triangulationwhich compares existing data from various sources. Data analysisis done using a data analysis method according to Miles and Huberman i.e. reduction, data presentation, and inference. This research discusses the general idea of company promotion, the comparison of various promotion forms implemented in a catering business, the evaluation of promotion mix in Happy Tummy company, and the improvement as well as the developmentof Happy Tummy promotion mix strategy.