PERAN PROMOSI DALAM UMKM TAS DAN SEPATU ROTAN DI PALANGKA RAYA

Peridawaty Peridawaty, Ina Karuehni, Vivy Kristinae

Abstract


Pemasaran merupakan bidang utama dalam penelitian ini yang di dalam kegiatan pemasaran, salahsatunya adalah strategi desain pemasaran dengan promosi dan keputusan pembelian untuk memperluaspasar. Tujuan penelitian, untuk meningkatkan pendapatan dan memperluas pasar UMKM tas dan sepatu rotan di Palangka Raya, melalui atribut promosi dan perannya untuk keputusan pembeliankonsumen. Penelitian ini, menggunakan metode penelitian analisis kualitatif dengan kuesioner penilaian langsung dari 100 sampel UMKM tas dan sepatu rotan di palangka raya. Berdasarkan hasil penelitian di dapatkan bahwa promosi signifikan berpengaruh positif terhadap keputusan pembelian konsumen dengan indicator jangkauan promosi, kuantitas iklan dan kualitas iklan dalam memenuhi kebutuhan dan keinginan konsumen dalam keputusan pembelian bahkan terhadap pembelian berulang. Implikasi penelitian, di harapkan dapat menjadi acuan UMKM untuk meningkatkan promosi dalam kegiatan pemasaran produk sehingga dapat meningkatkan pendapatan dan memperluas pasar.


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DOI: https://doi.org/10.33758/mbi.v14i2.302

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