Open AccessPengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta
Author(s) -
Ina Melati
Publication year - 2014
Publication title -
binus business review
Language(s) - English
Resource type - Journals
eISSN - 2476-9053
pISSN - 2087-1228
DOI - 10.21512/bbr.v5i1.1264
Subject(s) - promotion (chess) , product (mathematics) , service (business) , advertising , sales promotion , business , market segmentation , marketing , class (philosophy) , sales management , mathematics , computer science , political science , artificial intelligence , geometry , politics , law
Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion.