Analisis Strategi Bauran Promosi dalam Meningkatkan Penjualan Produk Tekstil di PT. Harapan Kurnia Textile Indonesia Padalarang Kabupaten Bandung Barat
DOI:
https://doi.org/10.55606/optimal.v6i1.8909Keywords:
Advertising, Direct Marketing, Digital Marketing, Promotion Mix, Promotion Strategy, Textile IndustryAbstract
Amid the increasingly competitive conditions in the textile industry and the rapid advancement of digital technology, PT. Harapan Kurnia Textile Indonesia encounters challenges in improving the effectiveness of its promotional strategies to enhance product competitiveness. This research aims to examine the application of the company's promotional strategies using the Promotional Mix framework and assess the degree to which digital marketing has been incorporated to support promotional efforts. This study applies a qualitative descriptive approach, collecting data through interviews, observations, and documentation regarding the company's internal promotional practices. Research findings reveal that PT. Harapan Kurnia Textile Indonesia remains heavily dependent on traditional promotional methods, including participation in trade fairs and the utilization of personal business networks. Elements of the promotional mix—comprising advertising, personal selling, and public relations—have been implemented; however, they lack structured planning and targeted market segmentation. Meanwhile, the use of digital media platforms such as Instagram and YouTube remains passive and has not been fully leveraged as interactive promotional channels. This study recommends that the company enhance its digital promotional capabilities through content marketing strategies, the creation of more strategic digital advertisements, and the adoption of a customer relationship management (CRM) system to facilitate more personalized, adaptive, and precisely targeted marketing initiatives.
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