Putri, Denaya Danurdara Ghaisani (2018) Analisis Kinerja Pemasaran Pada Pt Agricon Indonesia (Studi Kasus Di Wilayah Lembang, Bandung, Jawa Barat). Sarjana thesis, Universitas Brawijaya.
Abstract
Pemasaran sebagai konsep dasar dari terciptanya kepuasan konsumen perlu menjadi perhatian khusus karena pemasaran memiliki kontribusi yang besar bagi keberhasilan perusahaan dalam jangka panjang. Pengukuran kinerja pemasaran terus menjadi perhatian besar bagi para ilmuwan dan manajer perusahaan. Hingga saat ini, hanya sedikit perusahaan yang memperhatikan kinerja pemasarannya. Padahal kinerja pemasaran merupakan salah satu indikator yang memiliki dampak signifikan terhadap kinerja perusahaan. Persaingan usaha pestisida yang terus meningkat di Wilayah Lembang dan kondisi konsumen saat ini yang dinamis mendorong PT Agricon Indonesia untuk mengukur dan menilai kinerja pemasarannya sebagai upaya meningkatkan keunggulan bersaing. Penelitian ini bertujuan untuk mengetahui atribut yang diperhitungkan dalam pengukuran dan penilaian kinerja pemasaran PT Agricon Indonesia di Wilayah Lembang, Bandung, Jawa Barat. Selain itu, bertujuan untuk mengukur dan menilai kinerja pemasaran. Penelitian ini dilakukan di Kecamatan Lembang sebagai salah satu wilayah pemasaran PT Agricon Indonesia pada bulan Januari hingga Februari 2018. Data yang digunakan dalam penelitian ini yaitu data primer yang diperoleh melalui wawancara dengan 63 orang responden dan dokumentasi serta data sekunder yang diperoleh melalui buku, jurnal, penelitian terdahulu maupun dari perusahaan yang bersangkutan. Data tersebut dianalisis dengan menggunakan metode Balanced Scorecard. Hasil dari penelitian ini yaitu, atribut yang diperhitungkan dalam pengukuran dan penilian kinerja pemasaran PT Agricon Indonesia di Wilayah Lembang, Bandung, Jawa Barat yaitu penjualan, pertumbuhan pendapatan, kepuasan pelanggan, ketepatan waktu pengiriman, kepuasan karyawan serta tingkat pergantian karyawan. Keenam atribut tersebut terangkum dalam 4 dimensi yaitu perspektif keuangan, perspektif pelanggan, proses internal serta inovasi dan pembelajaran. Selanjutnya hasil perhitungan dan penilaian kinerja pemasaran menggunakan metode Balanced Scorecard menunjukkan bahwa kinerja pemasaran PT Agricon Indonesia di Wilayah Lembang, Bandung, Jawa Barat tergolong baik dengan skor akhir yang diperoleh yaitu 0,67. Atribut yang memiliki skor paling kecil yaitu atribut penjualan dengan skor -1 sedangkan kelima atribut lainnya yaitu pertumbuhan pendapatan, kepuasan pelanggan, ketepatan waktu pengiriman, kepuasan karyawan dan tingkat pergantian karyawan memperoleh skor 1.
English Abstract
Marketing as a basic concept of the creation of consumer satisfaction needs to be a particular concern because marketing has a major contribution to the success of the company in the long term. Measuring marketing performance continues to be a big concern for fund managers corporate managers. Until now, just few companies that pay attention to their marketing performance. Though marketing performance is one indicator that has a significant impact to the company performance. Increased pesticide business competition in Lembang Region and the current dynamic consumer condition encourage PT Agricon Indonesia to measure and assess the marketing performance as an effort to increase competitive advantage. This research purposes are to determine the attributes that calculated in measurement and assessment of marketing performance of PT Agricon Indonesia in Lembang, Bandung, West Java. Furthermore, it aims to measure and assess the marketing performance. This research was conducted in Lembang Region as one of the marketing area of PT Agricon Indonesia which began on January to February 2018. This research used two kind of data, primary data and secondary data. The primary data obtained through interview with 63 respondents and documentation. The secondary data obtained through book, journal, past research or from the company concerned. The data were analyzed using Balanced Scorecard method. The results of this research are, attributes that calculated in the measurement and assessment marketing performance of PT Agricon Indonesia in Lembang, Bandung, West Java are sales, revenue growth, customer satisfaction, on-time delivery, employee satisfaction and turnover rate. The six attributes are summarized in four dimensions, financial perspective, customer perspective, internal processes, and innovation and learning. Furthermore, the result of calculation and appraisal of marketing performance using Balanced Scorecard method shows that marketing performance of PT Agricon Indonesia in Lembang, Bandung, West Java is good because the final score os 0,67. The attribute that has the smallest score is the sales attribute, it is -1. While the other five attributes, these are, revenue growth, customer satisfaction, on-time delivery, employee satisfaction and turnover rate get score 1.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/252/051804289 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 28 Jun 2018 03:55 |
| Last Modified: | 20 Oct 2021 10:15 |
| URI: | http://repository.ub.ac.id/id/eprint/11720 |
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