EFFECTIVENESS OF PRODUCT PROMOTION IN BUSINESS PLAN CANVAS MODEL IN FRUIT JELLY BUSINESS IN MEDAN CITY

Nanda Safira Sinaga, Era Duha Kaida Tama, Mazidatul Mutiah, Isra Hayati

Abstract


This study aims to analyze the effectiveness of product promotion within the framework of the Business Model Canvas for the fruit jelly business in Medan. The study involved three respondents, all of whom are fruit jelly business owners in Medan. This research employs a descriptive qualitative approach through interviews and surveys with consumers and business owners in the fruit jelly industry in Medan. The findings indicate that promotional elements in the Business Model Canvas, such as distribution channels, customer segmentation, and value propositions, have a significant impact on consumers' purchasing decisions. Understanding the effectiveness of each promotional element helps business owners design more targeted strategies to attract consumer interest in the local market.

 


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DOI: https://doi.org/10.3059/insis.v0i0.22830

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22830.g13130

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