Darmayanti, Ni Wayan Fitri (2025) Penerapan Strategi Promotion Mix untuk Meningkatkan Purchase Intention pada Green D'mel Homestay. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aims to analyze how the promotion mix strategy can enhance consumer purchase intention toward Green D’mel Homestay in Nusa Dua, Bali. Green D’mel has implemented elements of the promotion mix such as advertising and sales promotion through social media and online booking platforms. However, to address challenges such as fluctuating occupancy rates and low brand awareness, this study examines the importance of integrating additional promotion mix components like personal selling, public relations, and direct marketing. The research employed a mixed-method approach using qualitative and quantitative techniques including observation, interviews, and questionnaires distributed to 90 respondents (guests and staff). The findings indicate that a comprehensive and integrated promotion mix strategy contributes positively to increasing purchase intention, especially when combined with personalized and visually appealing marketing approaches. This is further supported by SWOT analysis, which positions Green D’mel in the aggressive quadrant (Quadrant I), suggesting that SO strategies serve as the most appropriate framework for effective and sustainable promotional development.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Promotion Mix, SWOT Analysis, Purchase Intention
Subjects: Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Wayan Fitri Darmayanti
Date Deposited: 25 Aug 2025 08:52
Last Modified: 25 Aug 2025 08:52
URI: https://repository.pnb.ac.id/id/eprint/17432

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