Bany, Maulyna Nur (2026) STRATEGI PROMOSI KORNER CIRCLE K DALAM MENGHADAPI PERSAINGAN PRODUK READY TO EAT (RTE) MINIMARKET UNTUK MENINGKATKAN DAYA TARIK KONSUMEN (Studi pada Circle K Educity Harvard Pakuwon City Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This study analyzes the promotional strategy of Korner Circle K in facing Ready-to-Eat (RTE) product competition from minimarkets in Educity Harvard Pakuwon City Surabaya. Using qualitative methods with a case study approach, data were collected through in-depth interviews with 7 informants, observations, and documentation. Results show Circle K implements five promotional mix elements with sales promotion (bundling and discounts) as the most effective. Differentiation is achieved through modern RTE products, 24 hour service, and dine-in facilities, yet faces intense competition. Consumers show positive response to price based promotions and bundling, with strong correlation between promotional intensity and loyalty. Main challenges include slow program rotation, low app adoption, and suboptimal promotional visibility. The study recommends improving promotional communication, accelerating program rotation, and standardizing services to strengthen competitiveness. Keywords: Promotional Strategy, Ready-to-Eat, Minimarket Competition, Consumer Behavior, Convenience Store
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce 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: | Maulyna Nur Bany | ||||||||
| Date Deposited: | 06 Mar 2026 01:31 | ||||||||
| Last Modified: | 06 Mar 2026 01:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50194 |
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