Destari, Pramesti Intan (2025) Analisis Perbandingan Strategi Promosi Antara UMKM Bawang Merah Goreng Mak Yem dan Bawang Merah Goreng Rinings Di Kabupaten Nganjuk. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine and analyze the comparison of promotional strategies between UMKM mak yem fried shallots and rinings fried shallots in Nganjuk Regency. Consumers compare promotional strategies which consist of several dimensions, namely: Advertising, Personal selling, Publicity, Sales Promotion and Direct Marketing. The method used is quantitative by collecting data through a questionnaire using Purposive Sampling techniques in sampling, the respondents in this study were 100 respondents with the criteria: 1) MSME consumers of mak yem fried shallots, 2) MSME consumers of fried rinings shallots, 3) MSME actors in Nganjuk Regency. The analysis technique used in this research is the Wilcoxon Test, which is a non-parametric statistical method that is used as an alternative to the Paired T-Test when the data being analyzed is not normally distributed. The Wilcoxon test aims to evaluate the differences between two groups of paired data by comparing the ranking values of pairs of observations. The results of this study show that: (1) In the advertising dimension the average results show that Mak Yem MSMEs are superior to Rinings MSMEs, (2) In the personal selling dimension the average results show that Mak Yem MSMEs are superior to Rinings MSMEs, (3) In the publicity dimension the average results show that Mak Yem MSMEs are superior to Rinings MSMEs, (4) In the sales promotion dimension there is no difference in the average scores between MSME Mak Yem and Rinings, (5) In the direct marketing dimension the average results show that MSME Mak Yem is superior to MSME Rinings.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Pramesti Intan Destari | ||||||||
| Date Deposited: | 16 May 2025 06:41 | ||||||||
| Last Modified: | 16 May 2025 06:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36281 |
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