Strategi Bauran Promosi untuk Meningkatkan Brand Awareness Sayur Hidroponik di PT Lembur Hejo Indonesia

Abstract

Penelitian ini bertujuan menganalisis penerapan strategi bauran promosi serta perubahan kinerja finansial PT Lembur Hejo Indonesia sebelum dan sesudah strategi diterapkan. Penelitian menggunakan metode deskriptif dengan pendekatan studi kasus melalui observasi, wawancara, dokumentasi, dan studi literatur. Hasil penelitian menunjukkan bahwa bauran promosi diterapkan melalui periklanan, promosi penjualan, penjualan personal, hubungan masyarakat, dan pemasaran langsung. Strategi yang paling berkontribusi terhadap penjualan adalah bundling, event, pemasaran langsung melalui tatap muka dan WhatsApp, serta kerja sama dengan mitra dan instansi. Kerugian perusahaan menurun dari Rp10.969.661 menjadi Rp1.338.027, sedangkan R/C rasio meningkat dari 0,83 menjadi 0,98. Strategi bauran promosi mampu memperbaiki kinerja usaha, tetapi usaha belum layak secara finansial karena laba masih negatif dan R/C rasio masih dibawah 1.

This study aims to analyze the implementation of the promotion mix strategy and the changes in the financial performance of PT Lembur Hejo Indonesia before and after its implementation. The research employed a descriptive case study approach using observation, interviews, documentation, and a literature review. The results show that the promotion mix was implemented through advertising, sales promotion, personal selling, public relations, and direct marketing. Among these, bundling, events, direct marketing through face to face interaction and WhatsApp, and collaboration with partners and institutions contributed most significantly to sales. As a result, the company’s losses decreased from IDR 10.969.661 to IDR 1.338.027, and the R/C ratio increased from 0,83 to 0,98. The promotion mix strategy improved business performance, however the business is not yet financially viable, as profits remain negative and the R/C ratio is still below 1.