REDESIGN PROMOTION STRATEGY OF ABC SENIOR LIVING IN WEST JAVA TO IMPROVE SALES OCCUPANCY – A QUALITATIVE RESEARCH

Shita Oktaviani Nurhikmah, Sonny Sonny
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Abstract

Penelitian ini menyoroti strategi desain ulang promosi untuk panti jompo ABC di Jawa Barat, untuk meningkatkan penjualan. Tujuan dari penelitian kualitatif ini adalah untuk menentukan masalah promosi saat ini, memeriksa persepsi konsumen, dan mendesain ulang strategi promosi untuk mencapai target. Dari penelitian ini, ditemukan bahwa tidak ada masalah signifikan dari konsumen dan konsumen potensial, terkait dengan layanan dan fasilitas. Dapat disimpulkan bahwa kegagalan mencapai target penjualan, karena strategi promosi tidak ditujukan untuk target pasar yang tepat. Perusahaan perlu mendesain ulang strategi promosi pada target yang tepat, dan dapat mencapai target yang ditentukan oleh Manajemen ABC.

 

This research highlights the redesign promotion strategy for ABC senior living in West Java, to improve sales occupancy. The objective of this qualitative research are to determine the current promotion problems, check the consumer perceptions, and redesign promotion strategy to achieve the target. From this study, it’s found that there are no significant problems from consumers and potential consumers, related with service and facilities. It can be concluded that the failure to reach the sales target, because promotion strategy not aimed for the right target market. The company needs to redesign promotion strategy on the right target, and be able to achieve the target as determined by ABC Management.

Keywords

Redesign Promotion strategy; senior living; hospitality

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