Efektivitas Strategi Promosi dalam Pemasaran Produk Beras Organik Nusantara Di Bawah Komunitas Sehat Organik

Abstract

Komunitas Sehat Organik is bussiness community that provides Nusantara organic rice with promotion strategy to increase the product sales. The purpose of study was (1) knowing the form of promotional strategies undertaken by the Komunitas Sehat Organik; dan (2) analyze the effectiveness of promotional strategies using EPIC model through dimensional analysis empathy, persuation, impact, and communication. The research wascarried outbyquantitative and qualitative methods using questionnaires and in-depthinterview. The result indicates that Komunitas Sehat Organik used the brand, leaflets, and sales presentations as their promotion strategy. Analysis using the EPIC model shows that these strategies are effective promotion of the four dimensions assessed empathy persuasion, impact, and communication.