Analisis Bauran Promosi Pada Penerbit Dan Toko Buku Zanafa Pekanbaru

This research was conducted to determine the components and analyze the promotional mix that occurred in Publisher and Bookstore Zanafa Pekanbaru. This study conducted interviews with employees, distributed questionnaires to consumen and documentation. This study uses indicators of Personal Selling, Direct Marketing, Public Relations, Salles Promotion. The method used by the author belongs to the type ofresearch quantitative using themethod descriptive survey. The benefits of this research are the writer's insight and knowledge of the promotion mix, as a material consideration for companies to make decisions, especially in terms of promotional mix. The results showed that the promotional mix that occurred at the Zanafa Bookstore and Publisher Pekanbaru was quite good, although it was not maximal and a problem had arisen, presumably Zanafa Pekanbaru Publisher and Bookstore could maintain its promotional policies and be able to improve again in promotional activities