EFEKTIVITAS PEMASARAN PRODUK COKELAT MAKALATE MELALUI SMS BROADCAST (Studi Kasus pada CV. Kasih dan Sayang)

Abstract

CV. Kasih dan Sayang is a Makalate chocolate manufacturer based in Makassar. The company has never measured the extent to which its marketing activities have an impact on sales and are considered effective in attracting consumers. The purpose of this research was to know and analyze the effectiveness of marketing of makalate chocolate product through SMS broadcast with Customer Response Index (CRI) and Return On Marketing Investment (ROMI) approaches. The methods used in this research were CRI and ROMI. Both methods are to measure the effectiveness of an advertising/marketing program in terms of audience response and use of marketing investment. The results showed that based on CRI calculations, the advertisement of makalate chocolate through SMS broadcast was effective until the intention stage (intention to buy), but it was not effective for the stage of buying makalate chocolate products. ROMI calculation also showed that the advertisement of makalate chocolate through SMS broadcast was not effective in terms of marketing investment because the value of Hurdle Rate was greater than ROMI calculation.