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"Skripsi ini meneliti tentang perbedaan respon antara konsumen yang loyal dan non loyal terhadap promosi penjualan yang dilakukan gerai-gerai kopi Jakarta. Starbucks, Coffee Bean & Tea Leaf, Bengawan Solo, Anomali Coffee, Spinelli Coffee. Penelitian ini menggunakan kuesioner online dan kertas. Berhasil mendapatkan valid respon sebanyak 124 warga Jakarta yang mempunyai kegemaran minum kopi. Skripsi ini menggunakan uji perbedaan yang akan diuji menggunakan mann-whitney untuk jenis loyalitasnya dan menggunakan kruskal wallis untuk mengetahui loyalitas menurut SES nya. Hasil dari penelitian kami adalah benar-benar terdapat perbedaan responantara pelanggan loyal dan non loyal. Pelanggan non loyal cenderung mudah tergiur oleh tawaran-tawaran promosi penjualan sedangkan pelanggan loyal cenderung memegang teguh gerai favoritnya. Walaupun pelanggan loyal tidak memungkiri bahwa mereka juga menunggu diadakannya promosi di gerai favoritnya. Namun promosi penjualan yang diadakan gerai lain tidak akan mempengaruhi loyalitasnya. Jadi, promosi yang diadakan gerai favorit justru menambah nilai plus bagi pelanggan loyal. Sedangkan ternyata fakta mengatakan bahwa terdapat perbedaan responterhadap promosi penjualan pada faktor SES seperti pengeluaran, jenis kelamin dan umur.

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The focus of the study is difference reaction among brand loyalist and non-loyalist in respect to coffeehouses sales promotion suck as Starbucks, CoffeeBean & Tealeaf, Excelso, Bengawan Solo, Anomali Coffee and Spinelli Coffee. This research using online and paper questionnaire, with up to 124 valid response, this research using difference test analysis. Mann-whitney for testing loyalty difference and kruskal wallis to test the SES loyalty difference.

Result of this research shows that there is really exist consumer behavior differentiation between loyalist and non-loyalist. Non-loyalist are really easily allure and switch to another brand due to sales promotion while loyalist tend to stick to their favorite brand despite sales promotion. But loyalist still find sales promotion is favorable and delightful and can enhanced their loyalty status to their favorite brand. In other hand difference consumer respon behavior are someway influenced by SES factor such as gender, expense and age."

"To be truly successful, sales professionals need to create an irresistible attraction -- not only to their products but also to themselves."

"Great selling is invisible. Influence occurs at a level just below the buyer's awareness. That's important because today's buyer is savvy and all too familiar with traditional selling techniques. However, a few simple words - the right words - can transform an awkward sales call into a comfortable conversation and a resistant prospect into a happy customer. Some people, for example, want to hear about the money they'll save, while others respond to the pain they'll avoid. By identifying different ways buyers are motivated, salespeople can quickly customize their conversations and lead prospects to "yes". "The Secret Language of Influence" reveals the best ways to approach buyers who are: motivated by benefits vs. problems; proactive vs. reactive; big-picture vs. detail oriented; systems thinkers vs. creative minds; and, influenced by external feedback (testimonials, evidence) vs. internal factors (feelings, personal experiences, beliefs). From the use of storytelling, humor, and emotion-evoking language to words to avoid and questions that advance the sale, this entertaining and practical book demonstrates the power of words to break down resistance and change buyers' minds."

"Visit Musi 2008 merupakan program baru yang digulirkan pemerinlah untuk mcningkatkan jumlah kunjungan wisatawan ke Sumatera Selatan. Untuk melihat apakah progmm promosi Visit Musi 2008 mampu mencapai tujuan dan sasaran, maka penelitian ini mengangkat permasalahan mengenai evaluasi alat komunikasi pemasaran produk jasa wisata baru terhadap pengambiian keputusan kimjungan wisatawan. Pendekatan yang digunakan yaitu dengan menggunakan pendekatan penelitian kualitatif yang mengungkapkan realitas, berangkat dari acuan kerangka konseptual untuk diperlihatkan pada kcnyataan di lapangan. Alat komunikasi pemasaran Visit Musi 2008 yang paiing menyentuh aspek konatif wisatawan dalam pengambilan keputusan kunjungan wisata ke Sumatera Selatan adalah .sales promotion atau promosi penjualan.

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Visit Musi 2008 is a new govcmmcnt’s program in order to raise the number of foreign visitors to South Sumatera. To see of Visit Musi 2008 promotion program can bc reach its goals and targets, for this occasion, this research to adopt the evaluation of marketing communication tools of new tourism services product marketing toward the decision making of tourist's visit. The approach of this research using qualitative research in order to shown up the reality using the conseptual design to reveal the truth of existing reality. The most touching tourist Visit Musi 2008 communication tools on the conatif aspect of decision making for tourist’s visit to South Sumatera is sales promotion."