Implementation of Sales Promotion Through Consumer Promo Programs to Support Marketing Activities

Abstract

This study aims to examine the implementation of consumer promo programs and their impact on the sales performance of Viva Cosmetics serum products by PT Vitapharm in the Surabaya region. The research employs a quantitative descriptive approach, utilizing primary sales data collected from multiple outlets during promotional periods. The analysis focuses on evaluating sales trends and calculating growth rates to measure the effectiveness of the consumer promo initiatives. The results indicate that discount and promotional offers significantly stimulate short-term sales growth; however, the magnitude of the increase varies across different outlets, influenced by factors such as outlet size, location, and customer demographics. The study highlights that while consumer promo programs are effective in driving sales, their impact is not uniform, emphasizing the need for strategic planning, targeted implementation, and continuous performance evaluation. The findings suggest that well-designed consumer promo programs can serve as an important marketing tool to support sales objectives, enhance customer engagement, and strengthen brand competitiveness in a dynamic retail environment.