ANALISA BAURAN PROMOSI TERHADAP POSITIONING PRODUK STIK TULANG IKAN PADA UKM AL- AL- IJTIHAD KOTA KUPANG

Abstract

This study aims to determinate the significance of the simultaneous influence of
promotion mix (advertising, sales in promotion, personal sales, publicity, and direst
marketing on the position Stik Tulang Ikan product on UKM Al Ijtihad in the Kupang city
and find out the promotion mix variables that have the most dominant influence on the
positioning of Stik Tulanng Ikan products on UKM Al Ijtihad in Kupang city.
Research model with field research and library research. Field research in the form
of primary data obtained by observing and interviewing the manager of U KM. Library
research by reading books the relate to and the problem under study the results of other
studies that can support this research. Data analysis used is multiple regression analysis, F
test and t test. Multiple regression is used to describe the model of the relationship between
the independent variable and the dependent variable. F test is used to simultaneously test
the effect of all independent variables on the dependent variable. T test is used to determine
the effect of each independent variable on the dependent variable.
Results the research on the UKM Al Ijtihad shows that the overall promotion mix
has a very real impact on the product positioning of Stik Tulang Ikan. The influence of the
most dominant promotional mix on product positioning is advertising.