ANALISIS PENERAPAN POTONGAN HARGA TERHADAP TINGKAT PENJUALAN DI PT MARGA NUSANTARA JAYA
DOI:
https://doi.org/10.61722/jrme.v3i5.12789Keywords:
Consumer Promo, discount, Konicare, sales level, promotional strategyAbstract
This study was motivated by the use of discounts as one of the promotional programs to encourage increased sales of Konicare products at PT Marga Nusantara Jaya Tegal Branch. This study aimed to analyze the implementation of discounts, changes in sales levels before and after the implementation of discounts, and the challenges encountered during the program. The study used a descriptive method with a qualitative approach. Data were collected through observation, interviews, documentation, and literature review during May–June 2026. Data analysis was carried out through data collection, data reduction, data presentation, and conclusion drawing. The results showed that the Consumer Promo program implemented in June 2026 was applied to Konicare products in 30 ml, 60 ml, and 125 ml sizes, with discounts of Rp1,500, Rp3,000, and Rp5,000, respectively. Sales increased from 151 units in May 2026 to 597 units in June 2026. The increase occurred in several products and outlets, although the amount of increase varied. The main challenge in implementing the program was declining product stock levels at several outlets. This challenge was addressed through stock monitoring and coordination between the Commercial Marketing and Sales teams to replenish stock. The results indicate that the discount program can be used as one of the promotional strategies to encourage sales of Konicare products.
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