ANALISIS BARGA DAN PROMOS! TERHADAP BANYAKNY A PELANGGAN THE FIT LAB DI HOTEL TARA YOGYAKARTA
Abstract
Peningkatan pelanggan tidak terlepas dari pengelolaan harga dan promosi yang baik. Penelitian ini bertujuan untuk menganalisis dan mengetahui peran harga dan promosi terhadap banyaknya pelanggan. Kualitas harga dan promosi yang baik akan mempengaruhi peningkatan banyaknya pelanggan yang berimbas pada keuntungan atau laba.
Penelitian ini merupakan penelitian deskriptif kualititatif, menggunakan metode observasi, wawancara,
dokumentasi dan triangulasi. Teknik wawancara yang digunakan adalah wawancara semi terstruktur dengan sebagai acuan menggunakan pedoman wawancara. Dalam menentukan subyek wawancara, peneliti menggunakan purposive sampling. Obyek dalam penelitian ini adalah mengenai harga dan promosi yang ada di The Fit Lab. Wawancara dilakukan dengan manajer, karyawan dan pelanggan The Fit Lab. Keabsahan data menggunakan triangulasi sumber dan triangulasi teknik.
Hasil penelitian ini menyimpulkan bahwa harga dan promosi mempengaruhi banyaknya pelanggan. Selain itu penetapan harga dan promosi juga harus memperhatikan kondisi dan situasi segmen pasar maupun kebutuhan masyarakat. Dari basil data pelanggan, pelanggan terendah yaitu pada bulan Juni dan Desember 2017 sebanyak 20 orang. Hal tersebut dikarenakan The Fit Lab tidak melakukan variasi harga dan promosi atau off promo dengan ketentuan harga normal. Pelanggan tertinggi pada bulan Februari 2018 sebanyak 54 orang, hal ini dikarenakan harga dan promosi tersebut menguntungkan untuk pelanggan dan sesuai dengan kondisi dan situasi masyarakat. Berdasarkan pernyataan pelanggan, peran harga dan promosi menciptakan kepuasan pelanggan dan banyaknya pelanggan.
Kata Kunci: Harga, Promosi, Pelanggan.
ABSTRACT
An increased number of customers is related to pricing management and proper promotion. This research aims to analyze and identify the roles of price and promotion toward the number of customers. Competitive price and promotional quality will increase the number of customers that may subsequently generate profit.
This research is of qualitative descriptive research, using observation interview, documentation, and triangulation
method. The applied interview technique is a semi-structured interview with reference to using interview guidelines. In determining the subject of interview, researcher utilizes purposive sampling. The objects in this research are price and promotion that exist in The Fit Lab. Interviews are conducted with the manager, employees, and customers of The Fit Lab. The data validity is accomplished by source triangulation and technique triangulation.
The results of this research conclude that price and promotion affect the number of customers. In addition, pricing
and promotion should also consider the condition and situation of market segments and society needs. From the results of customer data, the lowest number of customers is in June and December 2017 that recorded as few as 20 people. It is caused by the lack of price and promotion variations or off-promo with normal price. The highest number of customers is in February 20 I 8 that recorded as many as 54 people. This is due to the profitable price and proper promotion for customers that are in accordance with the conditions and situations of the observed society. Furthermore, based on customers statements, roles of price and proper promotion generate customers satisfaction and the number of customers.
Keywords: Price, Promotion, Customers.
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