PERANAN PROMOSI TERHADAP VOLUME PENJUALAN TELUR AYAM RAS PADA PASAR SWALAYAN DI KOTA MANADO

Abstract

THE ROLE OF PROMOTION ON THE SALE OF CHICKEN RACE EGGS IN THE SUPERMARKETS OF MANADO CITY.This research has been conducted in the supermarkets of Manado City. The res of this research is to what extent promotion plays a role in the sales volume of chicken race eggs in the Supermarkets of Manado. The purposes of this research are to know which promotional tools are used in Supermarkets of Manado and to know the role of promotion to the sales volume of chicken race eggs in Supermarkets of Manado. Sample determination is done by Purposive Sampling. The sampling criteria of this research are : The supermarkets that sell chicken race eggs and the Supermarkets that have sold chicken race eggs for one year. The random sampling to 21 Supermarkets as the respondent from 121 supermarket total in Manado City. The data of research will be tabulated and analyzed. Data analysis model using descriptive analysis approach to study the role of promotions to the sales volume of chicken race eggs.From the research result obtained that the tools of promotions that used on sales proccess of chicken race eggs in Supermarkets of Manado spesifically is packaging with the price and discount. From the data of research shows that the Supermarkets which not used sales promotion precisely the price is higher and the sales volume is very low. While the supermarkets that used the promotions, the price is lower and the sales volume is extremelly high. The sale of Chicken race eggs in Supermarkets of Manado, promotion tools become one of marketing strategy that increasing the sales volume. From the researh result conducted shows that more eggs sold when using the promotional tools. This is because the suppliers and supermarkets want to maintain their name, so that the quality must be maintained and the supermarkets already using the brand or mark, such as Telur Segar and Cap Manguni.

Keywords : Promotion, Supermarket, Sales volume, Chicken egg race