Promotion and Servicescape Optimization in UD. Tjandra – Cinere

DOI

10.2991/aebmr.k.200606.046How to use a DOI?

Keywords

traditional grocery, promotion, cross selling, services cape

Abstract

Small and Medium Business Enterprises has a significant impact to the national economic and adsorb a significant number of employee in Indonesia. One of the types of small and medium enterprise that have a rapid cash flow in their operation is a traditional grocery. UD. Tjandra, which located in Cinere, Depok is one kind of traditional grocery business which has a few strengths comparing to its nearby competitor, but still not maximizing it yet to increase their competitive power. Based on the analysis that have been done during this research, there are a gap in this business entity that need to be optimize in order to make this business entity perform better, these gaps are promotion and services cape. Optimization that been done in this research is blind shop promotion, cross selling promotion, and services cape optimization. After doing these optimizations, there is a raise in sales volume for a product that used as an object in the promotion optimization and based on the respondent valuation, there is a significant increase from consumer loyalty level. This research is aiming to assist UD. Tjandra to manage effective promotion process and to manage their store appearance in a better way.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bayu Putradana
PY  - 2020
DA  - 2020/06/09
TI  - Promotion and Servicescape Optimization in UD. Tjandra – Cinere
BT  - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)
PB  - Atlantis Press
SP  - 270
EP  - 272
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200606.046
DO  - 10.2991/aebmr.k.200606.046
ID  - Putradana2020
ER  -