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Bauran Promosi Adalah, Pengertian dan Unsur-Unsur
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Pengertian Bauran Promosi – Didalam pemasaran, terdapat berbagai macam kegiatan promosi yang disering disebut dengan istilah dengan bauran promosi.
Definisi Bauran promosi adalah kombinasi strategi terbaik dari variabel periklanan, personal selling serta alat promosi lainya yang seluruhnya direncanakan untuk mencapai tujuan penjualan.
Pengertian Bauran Promosi Menurut Para Ahli Berikut beberapa pengertian bauran promosi menurut para ahli :
Kotler dan Gary A. Pengertian bauran promosi menurut Kotler dan Gary A. adalah ramuan khusus dari iklan pribadi, promosi penjualan dan hubungan masyarakat yang di gunakan oleh perusahaan untuk mencapai tujuan uklan dan pemasaran.
Basu Swastha dan Marius P. Angipora (2009) Menurut Basu Swastha dan Marius P. Angipora , pengertian bauran promosi adalah kombinasi strategi paling baik dari variabel perikalan, penjualan pribadi, dan alat promosi lainnya.
Kesemuanya itu direncanakan untuk mencapai tujuan penjualan.
Sofyan Assauri (1996: 243) Pengertian bauran promosi menurut Sofyan Assauri adalah kombinasi yang paling baik dari unsur-unsur promosi untuk mencapai tujuan perusahaan atau organisasi bisnis yaitu meningkatkan penjualan.
Gitosudarmo (2000: 237) Menurut Gitosudarmo , pengertian bauran promosi adalah kegiatan yang ditujuakan untuk mempengaruhi konsumen agar mereka dapat mengenal produk yang ditawarkan oleh perusahaan dan kemudian mereka menjadi senang untuk membeli produk tersebut.
Di dalam pelaksanaan kegiatan promosi tersebut dibutuhkan sinergi antar elemen dasar bauran promosi untuk menciptakan keberhasilan dalam pencapain tujuan penjualan.
Madura (2007) Pengertian bauran promosi menurut Madura adalah gabungan seluruh elemen promosi yang ditujukan untuk menjalankan kegiatan penginformasian, mempengaruhi, membujuk serta mengingatkan pelanggan tentang produk dan perusahaan.
Alma (2005: 179) Menurut Alma , arti bauran promosi adalah suatu bentuk komunikasi pemasaran yang merupakan kegiatan pemasaran yang berupaya untuk menyebarkan informasi, mempengaruhi serta meningkatkan sasaran pasar atas perusahaan dan produk agar menerima, membeli serta loyal pada produk yang ditawarkan perusahaan.
Baca juga | Pengertian Promosi Adalah, Tujuan, Fungsi dan Strategi Promosi
Unsur-Unsur Bauran PromosiBerikut adalah beberapa unsur bauran promosi menurut Kotler dan Amstrong , yaitu :
a. Advertising (Periklanan)Semua biaya yang dikeluarkan oleh sponsor untuk melakukan presentasi dan promosi non pribadi dalam bentuk gagasan, barang atau jasa.
b. Penjualan Perorangan (Personal Selling )Presentasi pribadi daro wiraniaga perusahaan untuk menyukseskan penjualan serta membangun hubungan dengan pelanggan.
c. Sales Promotion (Promosi Penjualan )Promosi penjualan merupakan Insentif jangka pendek untuk mendorong pembelian atau penjualan produk atau jasa.
d. Hubungan Masyarakat (Public Relation )Membangun hubungan yang baik dengan publik untuk nemdapatkan dukungan, membangun citra perusahaan dan menyingkirkan segala cerita, gosip dan peristiwa yang menrugikan perusahaan.
e. Pemasaran Langsung (Direct Marketing )Pemasaran langsung adalah komunikasi langsung dengan pelanggan yang diincar secara khusus untuk mendapatkan tanggapan langsung.
Terkait dengan hal ini maka kegiatan promosi adalah kegiatan perusahaan yagn dikerjakan untuk memperkenalkan produk kepada konsumen sehingga konsumen menjadi tertarik untuk melakukan pembelian.
Baca juga | Strategi Promosi Melalui Sosial Media yang Efektif dan Efisien
Faktor yang Mempengaruhi Bauran PromosiMenurut Kotler (2000) menyatakan bahwa terdapat beberapa faktor yang dapat mempengaruhi bauran promosi, yaitu :
1. Tipe ProdukTipe produk ini dapat terdiri dari :
a. Perusahaan barang konsumenBiasanya perusahaan akan mengalokasikan banyak dana untuk beriklan, menyusun promosi penjualan, penjualan individu dan terkait dengan hubungan masyarakat.
b. Perusahaan barang industriBiasanya perusahaan akan mengalokasikan dana pada penjualan perorangan yang diikuti dengan promosi penjualan, iklan dan hubungan masyarakat.
2. Strategi Dorong atau TarikBerikut penjelasanya tentang strategi dorong atau tarik :
a. Strategi dorong (Push Strategy )Pengertian strategi dorong adalah strategi promosi untuk memakai tenaga penjual dan promosi untuk mendorong produk melalui saluran distribusi.
Produsen akan mempromosikan produk kepada pedagang besar, pedagang besar kepada pengecer dan pengecer akan mempromosikan pada konsumen.
b. Strategi Tarik (Pull Strategy )Pengertian strategi tarik adalah strategi promosi yang menggunakan banyak biaya untuk periklanan dan promosi untuk menumbukan permintaan konsumen.
Bila strategi promosi ini berhasil maka konsumen akan mencari produk pada pengecer, pengecer akan mencari produk dari pedagang besar dan pedagang besar akan mencari pada produsen.
3. Kesiapan PembeliPengaruh promosi ini dapat bervariasi pada tahapan kesiapan pembeli.
Iklan dan hubungan masyarakat dapat memegang peranan penting didalam tahap kesadaran dan pengatahuan.
4. Daur Hidup ProdukDaur hidup produk ini dapat terdiri dari tahapan perkenalan, tahap pertumbuhan dan tahapan kemapanan.
Pada tahap perkenalan, iklan dan hubungan masyarakat baik untuk menghasilkan kesadaran dan promosi penjualan dapat bermanfaat untuk mempromosikan penjualan awal.
Penjualan perorangan harus dapat dipakai agar pedagang dapat menjual produk tersebut.
Pada tahap pertumbuhan, seluruh kiat tersebut dapat diperlambat karena permintaan memiliki momentum sendiri lewat pembicaraan dari mulut ke mulut.
Ketika daur hidup produk pada tahap kemampanan maka promosi, periklanan dan perjualan perorangan akan bertambah penting.
Tahapan terakhir didalam daur hidup produk adalah tahapan kemunduran dimana promosi akan berlangsung kuat dan publisitas akan dikurangi dan tenaga penjualan hanya memberikan perhatian pada produk.
5. Penjualan PribadiPenjualan pribadi adalah komunikasi atau tatap muka antara penjual dan calon pembeli untuk memperkenalkan produk kepada calon pembeli dan membentuk pemahanan calon pembeli pada produk.
Dengan adanya pemahaman tersebut maka diharapkan calon pembeli akan mencoba dan membeli produk tersebut.
6. Media PenjualanMedia penjualan merupakan cara pendekatan yang memanfaatkan media komunikasi untuk menyampaikan informasi kepada masyarakat ramai dalam satu waktu.
Memang cara ini tidak sefleksibel penjualan pribadi tapi cara ini merupakan cara alternatif yang terbilang murah dalam menyebarkan informasi pada target pasar dengan jumlah yang sangat besar dan luas.
7. Promosi PenjualanPromosi penjualan adalah bentuk persuasi langsung dengan menggunakan berbagai intensif yang dapat diatur untuk mendorong pembelian pembelian produk dengan segera atau meningkatkan jumlah barang yang dibeli.
Dengan adanya promosi penjualan maka perusahaan bisa menarik banyak pembeli baru, mempengaruhi pelanggan untuk mencoba produk baru, mendorong pelanggan untuk membeli produk lebih banyak, menyerang promosi pesaing, dll.
Demikianlah pembahasan tentang Bauran Promosi Adalah, Pengertian dan Unsur-Unsur.