ANALISIS KONSEP PROMOSI PERUSAHAAN OTOBUS NARENDRA DI KABUPATEN PONOROGO

Promotion is a controlled and integrated program of communication methods and materials designed to present a company and its products to potential consumers. Promotion is an effort to introduce products and services so that they can be known and accepted by the public. Several types of promotions are an inseparable part of marketing itself. Promotion plays an important role in increasing consumer buying interest as part of the components of consumption behavior and attitudes. The promotional strategies used in this research are 11P, product, place, price, promotion, people, performance, physical efficiency, power, pressure, public relations and process.
This research aims to find out how to analyze the promotion concept of the Narendra autobus company in Ponorogo Regency, using the 11P promotion strategy (product, place, price, promotion, people, performance, physical efficiency, power, pressure, public relations and process). In this research, the type of research used is qualitative descriptive research. The data sources used are primary and secondary data sources. Data collection was carried out by means of interviews and documentation. After the data is collected and analyzed by means of data reduction, data presentation and drawing conclusions.
The research results show that the promotions used can improve PO Narendra's welfare and can improve service quality, customer satisfaction, and strengthen their position in the bus transportation market.