STRATEGI BAURAN PROMOSI PADA XXI CAFE PAKUWON TRADE CENTER SURABAYA

Promotion strategy is one of the most important factors for the company in increasing sales volume. To deal with increasingly fierce business competition, requires every company to increase the promotion of its products to consumers. One of the ways that is done so that the products offered by the company can be known to consumers, it is necessary to implement the right promotional strategies. Promotional implementation strategies are steps that are sequential from beginning to end in the process of promoting a product, namely through advertising which is then followed by other promotional activities, including personal selling, sales promotion and publicity. This study aims to determine “XXI Cafe PTC Surabaya Promotion Strategy”. Data collection methods are carried out through interviews and direct observation with the company. The data analysis method used is descriptive analysis. The results of the study show that: 1) Advertising by XXI Cafe is not widely known by the public; 2) Sales promotion is more flexible because it can be done at any time with available costs; 3) Personal selling occurs directly between the seller and the buyer; 4) Publicity in providing correct information about XXI Cafe products. Keywords: Strategy, Promotion, Cafe XX