Paramita, Ni Komang Triana (2025) Implementasi Kebijakan Promosi dengan Media Sosial untuk Meningkatkan Jumlah Keanggotaan di 2'DE GYM Denpasar Bali. Undergraduate thesis, Politeknik Negeri Bali.

[thumbnail of Full Text] Text (Full Text)
RAMA_93308_2115744027_full.pdf - Accepted Version
Restricted to Repository staff only
Download (3MB) | Request a copy
[thumbnail of Cover, Bab 1, Bab 5 dan Referensi] Text (Cover, Bab 1, Bab 5 dan Referensi)
RAMA_93308_2115744027_0012036408_8557777678130042_part.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial Share Alike.
Download (1MB)
[thumbnail of iThenticate] Text (iThenticate)
RAMA_93308_2115744027_iThenticate.pdf - Accepted Version
Restricted to Repository staff only
Download (2MB) | Request a copy

Abstract

Rapid technological advances and global economic growth are intensifying business competition, necessitating a modern, effective marketing approach to communicating products and services. Companies must develop robust strategies to increase sales by understanding consumer needs. Social media has become a crucial and low-cost tool for reaching a broad audience, gaining customer insights, and increasing sales through engaging, trend-driven content. This study examines the implementation of a promotional mix policy through social media to increase membership at 2’DE GYM Denpasar, Bali, amid the growing fitness trend among Gen Z and millennials. Despite 2’DE GYM's modern facilities and potential, initial promotions generated few new memberships, in part due to its less visible location. Therefore, this study specifically examines the effectiveness of advertising, sales promotions, and direct marketing on Instagram and TikTok. Using qualitative methods, data was collected through in-depth observations, interviews with three management members and three diverse 2’DE GYM members, and documentation. Data analysis used the Miles and Huberman model (reduce, display, conclude) combined with SWOT and the IE Matrix to identify internal strengths, external opportunities, and formulate strategic recommendations. Findings indicate that 2’DE GYM effectively utilizes organic content, diverse sales promotions, and direct messaging on social media. The IE Matrix places 2’DE GYM in Quadrant I (Growth) with a strong IFAS score (3.14) and a high EFAS score, indicating a favorable position for aggressive growth. The study concluded that maximizing the strengths of current social media promotions, exploring paid advertising, and enhancing loyalty programs are crucial to increasing membership.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Promotional Mix, Advertising, Sales Promotion, Direct Marketing, Social Media Marketing, Membership Growth.
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Komang Triana Paramita
Date Deposited: 28 Aug 2025 12:38
Last Modified: 28 Aug 2025 12:38
URI: https://repository.pnb.ac.id/id/eprint/18031

Actions (login required)

View Item View Item