STRATEGI PROMOTION MIX DALAM UPAYA MEMPERTAHANKAN IMAGE PADA PT. SIKA INDONESIA CABANG GRESIK

Abstract

The tittle of this research is promotion mix strategy in efforts to maintain image at PT. Sika
Indonesia (Gresik branch). Purpose of the research was to find out how promotion mix strategy in efforts
to maintain image at PT. Sika Indonesia (Gresik branch) and also to find out what are the constraints
faced in applying the promotion mix in efforts to maintain image at PT. Sika Indonesia (Gresik branch).
This Research used descriptive qualitative method, it was the research that directed to facts or cases
systematically and accurately to the nature research, as well as to analyse the truth based on the data
obtained. The data collection used in depth interview technique to the informants were considered to
know from PT. Sika (Gresik branch) side were Marketing Manager, as the stakeholderside were the
executive manager and distributor/ applicator head of oprations of PT. Sika Indonesia (Gresik branch).
Researcher also did the observation through social media owned by PT.Sika Indonesia (Gresik branch)
and also distributor/ applicator company all about promotion mix which applied and the documentation
to strengthen the research data. The result of descriptive analyzing showed that the promotion mix
includes by advertising, publicity, personal selling, sales promotion, public relations and direct
marketing that in applied by PT. Sika Indonesia (Gresik branch) consistently and sustainable able to
maintain a positive image that already exists on the distributor/ applicator of PT. Sika Indonesia (Gresik
branch). But there are still obstacles encountered such as the high cost of advertising required and ther
promotional mix, the high products especially for retail sales or large – scales stores. It can be concluded
through promotion mix strategy applied by PT. Sika (Gresik branch) able to maintain the positive image
that has been built with the innovation and creative ideas in applying the promotion mix.