KEBIJAKAN SALES PROMOTION PADA SUPERMARKET GARUDA MITRA DI PONTIANAK
AbstractGlobal economic developments quite rapidly now make many new companies from various sectors have sprung up, because one of them triggered by a broad market share still to be achieved by the company both small and large businesses. The purpose of this study was to determine how policy sales promotion (sales promotion), which has been run Supermarket Garuda Mitra in Pontianak. The method used is descriptive research method of collecting data through questionnaires, interviews and literature study. Collection method using accidental sampling with a sample of 100 respondents. Research data analysis and descriptive statistics were based on six qualitative consumer promotion tool that samples, coupons, promotional items, awards for loyalty, Promotion Point Of Purchase, contests, sweepstakes and games. Data and information obtained were analyzed using percentage calculation, only then can infer. The results obtained from this study is the policy of sales promotion (sales promotion) applied by Garuda Supermarket Partners in London related to consumer promotional tools majority of respondents agreed with the range ra average of 51.25; 53.00; 54.33; 55.33; 56.66; 66.66 percent. Suggestions author is the company should further enhance promotional activities by adding more as a promotional tool by the research variables are the most effective promotional items. Supermarket Garuda Mitra in Pontianak must increase promotional activities related to the award to the consumer, because based on the research variables appreciation for maximum fidelity is not fully implemented.