STUDI STRATEGI PROMOSI USAHA SALON KECANTIKAN DI KOTA PADANG
), Rahmiati Rahmiati(2), Merita Yanita(3), (1)
(2)
(3)
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Abstract
This study aims to describe the promotion strategy of beauty salon business based
on promotion scope of advertising, personal selling, sales promotion, public
relations, and word of mouth, At the beauty salon business in Padang city of West
Sumatra. The research approach is Quantitative Descriptive. The population is all
business leaders from 20 beauty salons in Padang City, amounting to 20 peoples.
Data were taken using Likert scale questionnaire, data analysis using technique
percentage level achievement of respondent. The results showed that (1) The
average percentage of advertising indicators 60,75% with bad category. (2)
Average percentage of personal selling indicator 69% with medium category. (3)
The average percentage of sales promotion indicator is 68,37% is moderate
category. (4) Indicators of public relations have an average score of 64,1% with
bad category. (5) The percentage of mouth to mouth indicator is 79,71% with
good category. Based on the results of research, it is suggested that beauty salon
business to further improve in implementing sand implementing a promotional
strategy consisting of 5 such indicators for business success can be achieved.
Kata kunci: Strategi promosi, Usaha salon kecantikan
on promotion scope of advertising, personal selling, sales promotion, public
relations, and word of mouth, At the beauty salon business in Padang city of West
Sumatra. The research approach is Quantitative Descriptive. The population is all
business leaders from 20 beauty salons in Padang City, amounting to 20 peoples.
Data were taken using Likert scale questionnaire, data analysis using technique
percentage level achievement of respondent. The results showed that (1) The
average percentage of advertising indicators 60,75% with bad category. (2)
Average percentage of personal selling indicator 69% with medium category. (3)
The average percentage of sales promotion indicator is 68,37% is moderate
category. (4) Indicators of public relations have an average score of 64,1% with
bad category. (5) The percentage of mouth to mouth indicator is 79,71% with
good category. Based on the results of research, it is suggested that beauty salon
business to further improve in implementing sand implementing a promotional
strategy consisting of 5 such indicators for business success can be achieved.
Kata kunci: Strategi promosi, Usaha salon kecantikan
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