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Abstrak :
Skripsi ini membahas hubungan bauran promosi dengan penjualan dan laba penjualan polis asuransi studi kasus pada PT. Asuransi Umum Bumiputera Muda 1967. Penelitian ini adalah penelitian kuantitatif yang menggunakan data sekunder berupa biaya promosi, hasil penjualan dan laba penjualan untuk melihat hubungan biaya promosi dengan penjualan dan laba penjualan polis asuransi pada PT. Asuransi Umum Bumiputera Muda 1967. Setelah dilakukan uji korelasi statistik non parametrik, diketahui bahwa bauran promosi tidak berhubungan dengan penjualan, namun pada bauran promosi dimensi promosi penjualan dan hubungan masyarakat terdapat hubungan yang signifikan dengan laba penjualan. Untuk itu PT. Asuransi Umum Bumiputera Muda sebaiknya membentuk ulang strategi pemasaran yang lebih efektif dalam meningkatkan penjualan serta melakukan inovasi-inovasi terhadap bauran promosi produknya. ......This script is talking about the relations of promotion mix with sales and sales profit of insurance policy, case study for PT. Asuransi Umum Bumiputera Muda 1967. The research in this script is quantitative research which is using secondary data such as promotion cost, sales product and sales profit to see the relations of promotion cost with sales and sales profit of insurance policy at PT. Asuransi Umum Bumiputera Muda 1967. After statistic correlation non parametric test is done, is known that promotion mix is not related with the sales, however, at promotion mix combination the dimention of sales promotion and public relations have a significant relations with sales profit. For that, PT. Asuransi Umum Bumiputera Muda 1967 should remake the marketing strategy to be more effective in increasing the sales and do some innovation to promotion mix of its product.

Abstrak :
Pandemi COVID-19 sangat berdampak ke UMKM di Indonesia. Banyaknya UMKM di Indonesia yang mengalami penurunan pendapatan akibat adanya Pandemi COVID-19 menjadikan UMKM harus berkerja lebih keras untuk dapat bertahan dalam pandemi COVID-19 ini. Salah satu UMKM yaitu Warung Sop Ayam Mbah Min bergerak di Industri kuliner yang menawarkan Sop Ayam Khas Klaten di daerah Galaxy, Bekasi. Penelitian ini dilakukan dengan metode Business Coaching, penelitian kualitatif dan data yang didapatkan berdasarkan hasil observasi, survey serta wawancara mendalam. Terdapat beberapa metode analisis yang digunakan untuk mencapai tujuan penelitian antara lain Business Model Canvas (BMC), analisis Porter’s Five Forces, analisis PESTEL, Bauran Pemasaran Jasa, analisis VRIO, analisis SWOT, analisis TOWS, dan analisis GAP. Hasil menunjukan bahwa UMKM belum maksimal dalam menerapkan kegiatan promosi dan belum menjalin hubungan dengan pelanggan. Maka solusi yang diambil untuk masalah tersebut yaitu dengan merancang bauran promosi dan pembentukan database marketing. Elemen bauran promosi yang diimplementasi yaitu sales promotion dan digital/internet marketing. Pengimplementasian rancangan bauran promosi berupa promosi potongan harga yang dilakukan secara offline maupun online yang disebarkan melalui media Instagram UMKM. Pembentukan database marketing dilakukan dengan pengumpulan database pelanggan. Hasil implementasi menunjukan adanya kenaikan penjualan pada UMKM selama pandemi COVID-19 berlangsung. ......The COVID-19 pandemic has a profound impact on MSMEs in Indonesia. The number of MSMEs in Indonesia has experienced a decline in income due to the COVID-19 Pandemic, making MSMEs have to work harder to survive this COVID- 19 pandemic. One of the MSMEs, namely Warung Sop Ayam Mbah Min, is engaged in the culinary industry which offers Klaten Typical Chicken Soup in the Galaxy area, Bekasi. This research was conducted using the Business Coaching method, qualitative research and data obtained based on observations, surveys and in-depth interviews. There are several analytical methods used to achieve the research objectives, including the Business Model Canvas (BMC), Porter's Five Forces analysis, PESTEL analysis, Service Marketing Mix, VRIO analysis, SWOT analysis, TOWS analysis, and GAP analysis. The results show that MSMEs have not been maximal in implementing promotional activities and have not established relationships with customers. So the solution taken for this problem is by designing a promotional mix and establishing database marketing. The elements of the promotional mix that are implemented are sales promotion and digital / internet marketing. Implementation of the promotional mix design in the form of discounted promotions carried out offline and online which is spread through the UMKM Instagram media. The establishment of the loyalty program is done by collecting a customer database. The implementation results showed an increase in sales to MSMEs during the COVID-19 pandemic.

Abstrak :
Alat dasar yang digunakan untuk menyelesaikan tujuan komunikasi perusahaan sering disebut sebagai bauran promosi dan temasuk di dalamnya advertising, sales promotion, public relation, personal selling dan direct marketing. Sedangkan purchase decision adalah keputusan membeli suatu merk. Dengan terpengaruhnya purchase decision dari pelanggan maka pembelian berulang akan terjadi. Semakin baik bauran promosi dilakukan, semakin sering pembelian berulang dari pasien RSIA HERMINA Pasteur. Penelitian ini merupakan penelitian kuantitatif dengan metoda deskriptif analitik. Sampel yang dibutuhkan sebanyak 100 orang dengan kriteria merupakan pasien anak (sesuai dengan WHO bahwa usia anak adalah dari umur 1 bulan sampai 17 tahun), dirawat pada periode awal Desember 2006-akhir Februari 2007, memiliki alat telekomunikasi. dan responden adalah ibu kandung atau tiri dari pasien. Data diperoleh melalui alat ukur berupa kuesioner yang disebarkan atau melalui hubungan telepon dengan responden. Ukuran data diperoleh dari pembobotan setiap penanyaan untuk masing-masing variabel dalam penelitian. Analisis statistika yang digunakan adalah analisis univarial menggunakan distribusi frekuensi, analisis bivariat menggunakan uji korelasi Pearson dan analisis multivariat menggunakan analisis jalur. Dari hasil penelitian diperoleh bahwa terdapat pengaruh yang positif antara bauran promosi dengan purchase decision pasien rawat inap anak RSIA HERMINA Pasteur. Besar kontribusi untuk masing-masing bauran promosi pengaruh langsung dan tidak Iangsung yaitu advertising sebesar 0,27%, sales promotion sebesar 4.6S%, public relation sebesar 20.44%. dan direct marketing sebesar 0,04%. ......Basic tools that used to accomplish company communication objectives known as promotion mix and include within advertising, sales promotion, public relation, and direct marketing. Purchase decision is a consumer's decision to buy a brand. Purchase decision influenced will lead customer to purchase frequently. Better promotion mix will affect the frequent purchase to RSIA HERMINA Pasteur. The thesis use quantitative method and descriptive analysis. Sample expected about 100 person that have requirement as child (based on WHO parameter that child is baby age on 1 month to boy age on 17), as a patient within period December 2006-last February 2007, have telecommunication tools, and respondents are mother or mother in law of patient. Data is obtained by instrument-a questioner have been given directly or by telephone dialed to the respondent. Data measurement is obtained by giving score to each question for each variable in thesis. Statistical analysis have been used are univariate analysis through frequency distribution, bivariate analysis through Pearson correlation and multivariate analysis through path analysis. In conclusion is found that promotion mix had a positive influenced on purchase decision in bed patient of RSIA HERMINA Pasteur. Contribution of each promotion mix directly and indirectly for advertising about 0,27%, sales promotion about 4,68%, public relation about 20,44%, and direct marketing about 0,04%.

Abstrak :
Alat dasar yang digunakan untuk menyelesaikan tujuan komunikasi perusahaan sering disebut sebagai bauran promosi dan termasuk di dalamnya advertising, sales promotion, public relation, personal selling clan direct marketing. Sedangkan purchase decision adalah keputusan membeli suatu merk. Dengan terpengaruhnya purchase decision dari pelanggan maka pembelian berulang akan terjadi. Semakin baik bauran promosi dilakukan, semakin sering pembelian berulang dari pasien RS1A HERMINA Pasteur. Penelitian ini merupakan penelitian kuantitatif dengan metoda deskriptif analitik. Sampel yang dibutuhkan sebanyak 100 orang dengan kriteria mcrupakan pasien anak (sesuai dengan WHO bahwa usia anak adaIah dari umur 1 bulan sampai 17 tahun), dirawat pada pariotie awal Desember 2006—akhir Februari 2007, memiliki alat telekomunikasi, dan responden adalah ibu kandung atau tiri dari pasien. Data diperoleh melalui alat ukur berupa kuesioner yang disebarkan atau melalui hubungan telepon dengan responden. Ukuran data diperoleh dari pembobotan setiap pertanyaan untuk masing-masing variabel dalam penelitian. Analisis statistika yang digunakan adalah analisis univariat menggunakan distribusi frekuensi, analisis bivariat menggunakan uji korelasi Pearson dan analisis multivariat menggunakan analisis jalur. Dari hasil penelitian diperoleh bahwa terdapat pengaruh yang positif antara bauran promosi dengan purchase decision pasien rawat inap anak RSIA IIERMINA Pasteur. Besar kontribusi untuk masing-masing bauran promosi pengaruh langsung dan tidak Iangsung yaitu advertising sebesar 0,27%, sales promotion sebesar 4,68%, public relation sebesar 20,44%, dan direct marketing sebesar 0,04%. ......Basic tools that used to accomplish company communication objectives known as promotion mix and include within advertising, sales promotion, public relation, and direct marketing. Purchase decision is a consumer's decision to buy a brand. Purchase decision influenced will lead customer to purchase frequently. Better promotion mix will affect the frequent purchase to RSIA HERMINA Pasteur. The thesis use quantitative method and descriptive analysis. Sample expected about 100 person that have requirement as child (based on WHO parameter that child is baby age on I month to boy age on 17), as a patient within period December 2006—last February 2007, have telecommunication tools, and respondents are mother or mother in law of patient. Data is obtained by instrument-a questioner have been given directly or by telephone dialed to the respondent. Data measurement is obtained by giving score to each question for each variable in thesis. Statistical analysis have been used are univariate analysis through frequency distribution, bivariate analysis through Pearson correlation and multivariate analysis through path analysis. In conclusion is found that promotion mix had a positive influenced on purchase decision in bed patient of RSIA HERMINA Pasteur. Contribution of each promotion mix directly and indirectly for advertising about 0,27%, sales promotion about 4,68%, public relation about 20,44%, and direct marketing about 0,04%.;Basic tools that used to accomplish company communication objectives known as promotion mix and include within advertising, sales promotion, public relation, and direct marketing. Purchase decision is a consumer's decision to buy a brand. Purchase decision influenced will lead customer to purchase frequently. Better promotion mix will affect the frequent purchase to RSIA HERMINA Pasteur. The thesis use quantitative method and descriptive analysis. Sample expected about 100 person that have requirement as child (based on WHO parameter that child is baby age on I month to boy age on 17), as a patient within period December 2006—last February 2007, have telecommunication tools, and respondents are mother or mother in law of patient. Data is obtained by instrument-a questioner have been given directly or by telephone dialed to the respondent. Data measurement is obtained by giving score to each question for each variable in thesis. Statistical analysis have been used are univariate analysis through frequency distribution, bivariate analysis through Pearson correlation and multivariate analysis through path analysis. In conclusion is found that promotion mix had a positive influenced on purchase decision in bed patient of RSIA HERMINA Pasteur. Contribution of each promotion mix directly and indirectly for advertising about 0,27%, sales promotion about 4,68%, public relation about 20,44%, and direct marketing about 0,04%.

Abstrak :
Produk perawatan kulit mcrupakan barang konsumsi wanita yang Lidak pemah habis diperbaharui. Pembaharuan tersebut menciptakan pasar yang bersaing Sengit dalam tujuan meraih angka penjualan tertinggi. Penggunaan celebrity endorser dalam kampanye promosi produsen produk perawatan kulit mcrppakan salah satu cara untuk memperuncing persaingan dalam pasar texsebut. Tujuan penelitian ini adalah untuk melihat apakah khalayak berhasil menangkap proses brand association daxi seluruh kampanye promosinya. Dan juga untuk melihat bila pengaruh celebrity endorser dapat mengubah belief serta perilaku khalayak. Studi ini hanya difolcuskan pada kompehensi celebrity endorser dan ddak pada faktor lain. Hasil penelitian memperlihatkan bahwa brand association tercipta namun faktor merek dan celebrity endorser tidak saling identik, serta ditemukan juga bahwa dalam proses komunikasi komersial kampanye promosi produk perawatan kulit, penggunaan celebrity endorser cenderung tidak mengubah belief serta perilaku khalayak. ......Skin care products is indeed women 's consumed products that will never be having suficient innovation of The innovations to this product 'create a competitive market with the final goal set to the achievement of highest sales amount. The usage of celebrity endorser in marketing campaigns conducted by the producers ofshin care products is one of many ways applied in order to sharpen the competition in the market. The objective of this research is to identzfu should the public be able to generate a form of brand association throughout the whole marketing communications process, and also to observe whether the influence of the celebrity endorser could deliberately transhrm the belief and behavior of the public against the brand. This study is focused to the competence of celebrity endorser and not to other factors. The end result ofthe research shows that there is a phase where the brand associations were generated however the brand and the celebrity endorser are not identicalbv causative to each other. It is also jbund that during the processes of commercial communications which in this case id marketing campaign of skin care products, the influence of celebrity endorser does not cause alterations in public 's belief and behavior.

Abstrak :
Promosi merupakan strategi pemasaran yang penting dalam memasarkan suatu produk. Promosi pelayanan kesehatan di Indonesia masih dibatasi oleh etika promosi. Promosi pemasaran harus memiliki tujuan. Tujuan tersebut diantaranya dapat memberikan kesadaran akan keberadaan sebuah produk (Awareness). memberikan Pengetahuan (Knowledge) dan menimbulkan motivasi(motivation ). Rumah sakit Pondok lndah merupakan RS swasta di Jakarta Selatan dalam memasuki erd globalisasi ,mencoba menciptakan sebuah pelayanan kesehatan yang disebut Knee and Shoulder Orthopedic Sport Center. Pelayanan ini telah berja!an lebih k.urang satu tahun. Jumlah kunjungan hampir mencapai target yang telah direncanakan. Namun manajemen RS belum mengetahui media promosi yang efektif untuk mempromosikan layanan ini yang sesuai dengan tujuan promosi. 01eh karena itu dilakukan sebuah penelitian untuk mengetahui hubungan antara Bauran Promosi Knee and Shoulder Orthopedic Sport Center terhadap pencapaian tujuan promosi yang meliputi mvareness, Pengetahuan dan Motivasi di RS Pondok Indah pada tahun 2009. Penelitian ini merupakan peneHtlan dibidang manajemen pemasaran rumah saki! di Pondok lndah yang menggunakan rancangan metode survey dengan menanyakan kepada pasien di Knee and Shoulder Orthopedic Sport Center terkait media informasi yang mereka terima dengan mengguanakan instrument kuesioner. Populasi penelitian adalah semua pasien Knee and Shoulder Orthopedic Sport Center di RS Pondok Indah periode Januari 2008 - Mei 2009. Sampel penelitian adalah pasien yang berobat ke Knee and Shoulder Orthopedic Sport Center periode Januari 2009 hingga Mei 2009. Jumlah sampel dihitung dengan menggunakan rumus Lameshow yang menghasilkan 96 sampeL Pengumpaian sampel dilakakan dengan metode Quota Sampling. Penelitian ini ingin membuktikan hipotesa peneJitian yaitu tidak ada pengaruh antara bauran promosi Knee and Shoulder Orthopedic Sport Center dengan awareness,knowledge dan motivasi yang diuji dengan chi square. Analisa data dengan meoggunakan analisa onivariat dan bivariat. Hasil penelitian menunjukkan bahwa ada pengaruh antara bauran promosi Knee and Shoulder Orthopedic Sport Center dengan awareness, knowledge dan motivasi.

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Promotion is known as an important strategic on marketing a product. However. promotion on health services in Indonesia is still constrained with promotion ethical issues. A marketing promotion should have some purposes which including increasing the awareness on the existing product, providing an information or knowledge on the product, and generating the motivation on using the product Pondok !ndah Hospital {PlH) is a private hospital that located in South Jakarta. Regarding to the globalization era; the hospital is try to create a service on health called the Knee and Shoulder Orthopedic Sport Center. Although the service has run for a year and the patients coverage number of visit has almost reach the target, the PIH management team still have not found yet which suitable promotion media could be effectively in promoting the service and -complementing the purposes of the promotion. Therefore, a study is carried out in order to explore the relationship between the mixed promotion on Knee and Shoulder Orthopedic Sport Center with the promotion purposes coverage which are the awareness, knowledge, and motivation at the PIH in 2009. The study is a research on the area of hospital marketing management of the PIH, using a survey design method and administering a questionnaire that questioning the patients of the Knee and Shoulder Orthopedic Sport Center regarding to the information media they have received. The population of the study is all patients of the Knee and Shoulder Orthopedic Sport Center at PIH in the period of January 2008 to May 2009. The sample is the patients visit the Knee and Shoulder Orthopedic Sport Center in the period of January 2009 to May 2009. Number of sample is counted by the Lameshow' s formula and produced 96 samples and sam pie is obtained by a Quota Sampling method. The hypothesis of the study stated that there is no influence of mixed promotion of the Knee and Shoulder Orthopedic Sport Center with the awareness, knowledge and motivation, with the chi-square statistic tested, Data analyzed by using uni and bivariate analysis. The result of the study showed that there are correlations between mixed promotion of the Knee and Shoulder Orthopedic Sport Center with awareness. knowledge and motivation.