Analysis of promotion mix elements: A case study of e-SPPT by Bogor City Regional Revenue Agency

Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 and Firmansyah, Aditya Yanuar (2024) Analysis of promotion mix elements: A case study of e-SPPT by Bogor City Regional Revenue Agency. STABILITY Journal of Management & Business, 7 (1). pp. 72-89. ISSN 2621-850X

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Abstract

This research focuses on revealing the promotion mix strategy implemented by BAPENDA Bogor City in socializing e-SPPT PBB and identifying obstacles to implementing the promotion mix in the e-SPPT PBB service. This research uses a qualitative approach with a case study type. The method is used to collect evidence through interviews, documentation, and observation. Interviews were conducted with six informants, namely three sources from internal parties and three sources from taxpayers. To validate the data, the source triangulation technique was used. The research results show that the activity of promoting e-SPPT PBB to taxpayers has been implemented through four of the six promotion mixes described by Belch and Belch (2021), namely advertising, internet marketing, direct marketing, and personal selling. Meanwhile, several obstacles were found, namely the lack of intensity of the socialization techniques that had been used, so that they had not been able to reach all taxpayers. Suggestions to related agencies are to add other socialization or promotional strategies, such as strengthening public relations through publicity and holding events, so that they can increase awareness and encourage taxpayers to pay tax.

Item Type:	Journal Article
Keywords:	e-SPPT PBB; promotion mix; taxes
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	27 Aug 2024 15:22

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