ANALYSIS REGARDING THE IMPORTANCE OF PROMOTION IN STEEL COMPANIES IN INDONESIA

The purpose of this research is to find out the promotion and marketing strategy for steel companies in Indonesia. The research method used in this research is qualitative and quantitative research methods. Qualitative research methods include interviews with resource persons and product users (extreme users and expert users) as well as literature studies of journals related to light steel, promotion, and marketing strategy. The conclusion of this research is the need for a promotion that can be accepted by customers and to be able to promote steel companies in Indonesia.


INTRODUCTION
Roof is a part of the building that function that serves as the cover of the entire room under it against the effects of hot weather, rain, wind, and dust and for the protection purpose from natural disasters (Sastrapradja, 2018).Having an important role at the very top of building construction of residential or building, the roof is closely related to the construction of the roof frame or truss.(Anggun Rahayu & Francis Manalu, 2015) The presence of light steel is an innovation that provides solutions for roof frames in buildings.(Nugroho, 2014).Considering this matter, people are finally more aware of the importance of light steel as their roof trusses.Light steel has many benefits i.e. faster assembly, minimize expenses and there are still many benefits that are much needed in today's modern era.The use of light steel roof frames as a replacement for wooden roof frames is increasing Visual Communication Design Journal, Vol.05 No. 02 (Desember 2020): 71-81 due to the increasing number of light steel suppliers who make it easier to get it, fast installation, and have a strong structure, (Oktarina & Darmawan, 2015).
In Indonesia, there are many steel-producing factories that are deployed in several areas; however, they lack promotion and marketing due to a lack of knowledge about the importance of promotion and marketing strategies in companies, in order to influence the interests and tastes of the potential consumers.(Dewi Pratiwi & Suriani, 2017).There are several companies that have performed this, however, the majority of steel companies in Indonesia are lacking in intensive promotion and marketing.
Many manufacturers try to attract customers to show the quality of their products produced by advertisements, newspapers, and other media or by using packaging that is more practical and different from others.Each year, PT.SULAWESI UTAMA STEEL always evaluates its products, related to the quality and variance that have been produced, doesn't let customers feel disinterested or think that there is no product development.Considering the importance of promotion, it is very appropriate for companies to consider the concept of advertising that is certainly accurate on target, in order to support the company's success.Competition among producers who advertise their products or services using media advertising, it doesn't merely useful for reminding and encouraging consumers to buy products or services, but can also be used as a characteristic that can distinguish one product from another.This definition can be described, that by conducting promotional activities, producers can convey various information to consumers.Promotion can also help introduce consumers to a product, to facilitate them to choose the product they want through messages that persuade, remind, inform, and encourage consumers to buy the products offered.
The purpose of this research is to find out what promotions are appropriate for society in the modern era like today, because as we know promotion and marketing really need to be considered by every company because promotion and marketing are one of the ways for that company to survive, and the social tendencies of wanting the good product but at a low price, therefore, we use a barter system, that is by using the term we provide product quality that is appropriate to what we receive.(Gustiani Dwi Putri & Budi Santoso, 2018).

RESEARCH METHOD
This research has started on Wednesday, September 25, 2019, until Sunday, October 19, 2019.By using data collection methods, including quantitative method is in the form of online questionnaires, and qualitative method is in the form of interviews with resource persons and literature studies.
In this research, qualitative data collection methods were used by interviewing resource persons and product users (extreme users and expert users) (Anggito & Setiawan, 2018).
Expert User: Extreme User: 1. Reinaldo, 24 years old, the owner of Logic design, Interior designer, uses light steel for construction purposes.
2. Johnsen, 24 years old, owner of Johnsen tan interior, interior designer, uses light steel for construction purposes.
3. Cahyono 54 years old, Owner of Cipta Indah, contractor, uses light steel for construction purposes.

Marketing
According to Philip Kotler (Kotler & Armstrong, 2012), "Marketing is identifying and fulfilling human and social needs.One of the good and short definitions of marketing is fulfilling needs in a profitable way".
Furthermore, Kotler and Keller (Yusuf, 2016) explained "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".

Promotion
Efforts made by the company to introduce or provide the information to the public and its customers.Promotion is seen as a one-way information flow or activity to persuade the customer to make a purchase and transaction process.
This process is very important because promotions can provide information that can be directly understood by buyers and finally buying process.
According to Stanton, "Marketing is a whole internal that related to activities as well as businesses that have the purpose of planning, pricing, promoting and distributing product and service that will satisfy the needs of buyers, both existing buyers and potential buyers".(Kotler & Armstrong, 2012).
Meanwhile, according to Suryadi, he defines that "Promotion is a series of activities to communicate and convince people about the product and bind their minds and the market in a form of loyalty to the product".(Tjiptono, 2015)

Increased Sales Results
According to Kotler "Sales is an integrated business to develop strategic plans directed on the efforts to fulfill the buyer needs and wants, to get optimal sales".(KOTLER et al., 2005) According to Winardi "Sales is a process where the seller satisfies all the buyer needs and wants in order to achieve benefits for both the seller and the buyer that benefit both parties".(Gustiani Dwi Putri & Budi Santoso, 2018).
According to Kamelia "Sales are successfully achieved through the number of products or brands of a company that has been sold within a certain period ".
According to Kotler "Sales volume is something that indicates the rise and fall of sales and can be expressed in units, kilo, ton or liter".Sales results indicators consist of product prices, product information, distribution channels, product quality, and company profits (Kotler & Armstrong, 2012).
Interviews were conducted with the extreme user who in their project using steel products, his name is Reinaldo, he said that the application of light steel in their projects can shorten the time and can minimize costs.Reinaldo, an

Reinaldi Yapari ANALYSIS REGARDING THE IMPORTANCE OF PROMOTION IN STEEL COMPANIES IN INDONESIA
interviewee of another extreme user, said that the use of light steel has many benefits for him and his clients.The interviewee has often used light steel for his projects and the interviewee himself has experienced many benefits.
Another thing that affects the company's carelessness that affects the buyback from customers is the impact of the lack of promotion that can't compete with big companies which have started earlier another problem is the strong relationship between customers and the company (Strategi Pemasaran edisi 4, Tjiptono, 2015).Johnsen, one of the extreme users, said that he was looking for suppliers from relatives/friends, so we conclude that strong relationships between customers and companies are very important for steel companies in Indonesia.
PT. Cahaya banteng mas and PT.Tatalogam, interviewees of expert users, Owners of steel businesses in Indonesia, said that the way to learn customer backgrounds that is very diverse is by engaging intensively with customers and have good relationships as well as learn and try to provide all customer needs.
Moreover, according to the next expert user, namely PT.Kepuh Kencana Arum responded that they maintain their customers by providing special prices for loyal customers.
Quoted from the buku Pemahaman Strategi Bisnis Dan Kewirausahaan, there are several models of consumer behavior that must be studied, including sociological, anthropological, economic, and psychological factors, moreover, companies keep on applying the science of development because it is very helpful for marketing practitioners to understand consumer behavior (Yusuf, 2016).
According to Melissa Davis in her book entitled The Fundamentals of Branding (Davis, 2017), a successful brand is a brand that can adapt to be suitable to their market segment.From the result from data extraction that has been shown, it can be concluded that the overall design of PT.Sulawesi Utama Steel is suitable enough with the designed concept, both from the selection of media promotion, fonts, design styles, color palettes, and graphic elements.The design concept chosen is Late Modern Design whereby applying this design concept, it facilitates the intended target market to understand the value owned by the brand correctly.
Moreover, selecting this design concept will provide a professional impression as well as high credibility and prestige on the brand.This matter is the same as the brand positioning that wants to be applied.Furthermore, from the interviewees' suggestion that it is necessary to make improvements and minor additions to the design of PT.Sulawesi Utama Steel, such as to be wiser in the use of unification of design elements in every promotional media.

CONCLUSION
The conclusion of this research is the approach is highly needed by the company to gain consumer loyalty and marketing strategy.The action made by PT.Sulawesi Utama Steel in increasing Brand Awareness and Brand Positioning through Brand Identity design is correct and appropriate.In implementing the Figure 2 Instagram Source: Author's Personal

Figure 5
Figure 5 Catalogue Source: Author's Personal The target market of Sulawesi Utama Steel is B2B (Business to business), thus certainly the target market of PT.Sulawesi Utama

Table 1 .
Data Reviews Source: Author's Personal