Bauran Promosi Produk Food and Beverage Pada Delico Café Jababeka

Abstract

Abstrak: Delico Cafe salah satu perusahaan baru buka cabang yang bergerak di perusahaan makanan dan minuman yang awalnya tujuan utamanya adalah fokus penjualan Bakery, namun seiring waktu berjalan penjualan tertinggi produk Delico Café bukan Bakery melainkan sop buntut dan pasta. Perusahaan ini melakukan promosi dengan menggunakan beberapa alat promosi yang dapat menarik calon konsumen guna peningkatan penjualan. Paper ini bertujuan utuk mengetahui penerapan bauran promosi yang dilakukan Delico Café sebagai cabang baru berdiri di kawasan Holliwood Junction Jababeka. Sumber data diperoleh langsung dengan cara wawancara dan pegamatan. Data yang diperoleh disusun secara sistematis yang kemudian dideskripsikan. Hasil penelitian diperoleh ada empat bauran promosi yang diterapkan di Delico Café yakni periklanan, personal selling, promosi penjualan dan publisitas.
 
Kata kunci: Bauran promosi, Delico Cafe Jababeka, Food and Beverage.
 
Abstract: Delico Cafe is one of the new companies, opened a branch engaged in food and beverage, whose initial goal was to focus on Bakery sales, but as time goes by the highest sales of Delico Café products were not Bakery but oxtail soup and pasta. This company is using promotional tools that can attract potential customers to increase sales. This paper aims to find out the implementation of the promotional mix by Delico Café as a new branch established in the Jababeka Holliwood Junction area. Data sources are obtained directly by interview and observation. The data obtained was arranged systematically which was then described. The results of the study showed that there were four promotional mixes applied at Delico Café namely advertising, personal selling, sales promotion and publicity.
 
Keywords: Promotional Mixes, Delico Cafe Jababeka, Food and Beverage.