Efektivitas Bauran Promosi Produk Olahan Pertanian Lapis Nangka Rafita’s Cake Bogor

Abstract

Promotion mix is the way that companies use to inform the product so that it can affect the purchase. The purpose of this study was to analyze the effectiveness of the promotional mix products Lapis Nangka Rafita's Cake Bogor through direct marketing, personal selling, and word of mouth seen from the dimensions of empathy (empathy), persuasion (persuation), impact (impact), and communication (communication ). Research using survey methods supported by quantitative and qualitative data. The results showed that direct marketing, personal selling, and word of mouth marketing is effective in stimulating to like, interest, the impact of the message, and how communication is conveyed through the promotion mix. In addition, the relationship between the effectiveness of the promotion mix with consumer characteristics.