Faktor-Faktor Yang Mempengaruhi Volume Penjualan Pupuk Urea Non-Subsidi (Kasus Di Pt Pupuk Kaltim)

Atdawiyah, Siti Robiatul (2018) Faktor-Faktor Yang Mempengaruhi Volume Penjualan Pupuk Urea Non-Subsidi (Kasus Di Pt Pupuk Kaltim). Sarjana thesis, Universitas Brawijaya.

Abstract

Keadaan volume penjualan pupuk urea bersifat fluktuatif yang diikuti dengan kenaikan permintaan dan berubahnya pola sifat pembelian petani yang mulai melirik urea non-subsidi sebagai alternatif pupuk yang selalu tersedia di pasaran membuat PT Pupuk Kaltim memerlukan strategi yang tepat agar produk urea dapat terus terjual dengan baik dan dapat terus memberikan laba sesuai target. Sebelum menentukan strategi mana yang tepat digunakan untuk meningkatkan dan menstabilkan volume penjualan urea, perusahaan perlu menganalisis faktor-faktor apa saja yang mempengaruhi dan seberapa besar pengaruhnya terhadap penawaran produk atau volume penjualan. Tujuan dari penelitian ini adalah (1) Mendeskripsikan kondisi aktual produksi, penetapan harga, promosi, distribusi, dan penjualan yang dilakukan oleh PT Pupuk Kaltim. (2) Menganalisis pengaruh biaya produksi, promosi, distribusi yang dikeluarkan dan penetapan harga terhadap volume penjualan urea PT Pupuk Kaltim. Jenis penelitian yang digunakan dalam penelitian ini adalah Penelitian Explanatory dengan pendekatan secara kuantitatif. Penelitian dilakukan di Kantor Pusat PT Pupuk Kaltim, Bontang, Kalimantan Timur. Jenis data yang digunakan adalah data sekunder yang berbentuk time series dalam periode sepuluh tahun terakhir. Wawancara dengan key informan juga dilakukan untuk mendukung dan memperkuat data yang telah didapatkan sebelumnya. Alat analisis yang digunakan adalah analisis deskriptif dan analisis kuantitatif berupa analisis regresi berganda, uji f, dan uji t. Hasil dari penelitian ini adalah diketahui bahwa produk urea non-subsidi dibagi dalam dua klasifikasi yaitu prill dan granul, dipasarkan dengan merek “Daun Buah”, dijual dalam dua bentuk kemasan yaitu in bag dan curah, serta dikirim melalui dua pilihan pengiriman yaitu FOB/FOT dan CIF/CFR. Harga yang ditetapkan untuk produk urea berdasarkan harga pokok produksi yang dikeluarkan ditambah dengan margin yang diharapkan dan pajak serta harga impor barang sejenis. Promosi yang dilakukan meliputi media cetak, elektronik, pameran, personal selling serta kegiatan langsung ke lahan seperti demplot. Penjualan dan distribusi urea non-subsidi dalam negeri PT Pupuk Kaltim mencangkup seluruh wilayah Indonesia. Berdasarkan hasil analisis regresi linier berganda, keempat variabel independen secara bersamaan memiliki pengaruh signifikan terhadap volume penjualan, sedangkan secara individu faktor-faktor yang berpengaruh signifikan terhadap perubahan volume penjualan urea non-subsidi PT Pupuk Kaltim adalah biaya promosi dan biaya distribusi, yaitu setiap penambahan satu juta rupiah biaya promosi dapat menambah 23,008 ton dan penambahan pada biaya distribusi dapat menambah 0,456 ton volume penjualan. Variabel independen dalam model telah mewakili 88,8% faktor yang mempengaruhi volume penjualan urea nonsubsidi. PT Pupuk Kaltim perlu mengembangkan strategi promosi dan memperbaiki serta mengembangkan sistem distribusi yang sudah ada dengan menciptakan strategi-strategi baru sebagai upaya peningkatan efisiensi sistem dan meningkatkan volume penjualan urea non-subsidi dalam negeri.

English Abstract

The urea fertilizer sales volume is fluctuating followed by an increase in demand and a change in the nature of the purchase pattern of farmers who are starting to look for non-subsidized urea. That is the reason why PT Pupuk Kaltim need the suitable strategy for making the product can be producted efectifly. For determining which strategy is right to be used to improve and stabilize urea sales volumes, companies need to analyze what factors influence and how much that factors influencing their product offerings or sales volume. The purpose of this research are (1) Describe the actual conditions of production, pricing, promotion, distribution, and sales conducted by PT Pupuk Kaltim. (2) Analyzing the effect of production costs, promotion, distribution issued and pricing on the sales volume of Urea inPT Pupuk Kaltim. The type of research used in this study is Explanatory Research with the quantitative approach. The explanatory research tried to explain and prove the influence between these variables. The study was conducted at the Head Office of PT Pupuk Kaltim, Bontang, East Kalimantan. The type of data is secondary data in time series on the last ten years. Interviews with key informants were also conducted to support and strengthen data that had been obtained previously. The analytical tool used is descriptive analysis and quantitative analysis with multiple regression analysis, f test, and t. Non-subsidized urea products are divided into two classifications, namely prill and granule, marketed under the "Daun Buah" brand, sold in two packaging forms, namely in bag and bulk, and shipped via two shipping options, namely FOB / FOT and CIF / CFR. The prices set for urea products are based on the cost of goods sold, plus the expected margins and taxes and the prices of imports of similar goods. The promotions included print, electronic and more to exhibitions, personal selling and direct activities to the land such as demonstration plots. Domestic sales and distribution of non-subsidized urea PT Pupuk Kaltim covers all regions of Indonesia. Based on the results of multiple linear regression analysis, the four independent variables in the form of production costs, prices, promotional costs and distribution costs simultaneously have a significant effect on sales volume, while individually the factors that significantly influence changes in non-subsidized urea sales volume of PT Pupuk Kaltim is a promotion fee and distribution fee, that is, every additional one million rupiahs the promotion fee can add 23,008 tons and each additional one million rupiahs the distribution fee can add 0.456 tons of nonsubsidized urea sales volume. Independent variables in this model have represented 88.8% of the factors that affect the sales volume of non-subsidized urea, while the rest is influenced by factors outside of research. Finally, the factor that dominates or gives the biggest significant influence is the cost of promotion. PT Pupuk Kaltim needs to develop and continue to improve the existing distribution system by creating new strategies in an effort to increase system efficiency and increase sales volume of non-subsidized domestic urea.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2018/649/051810111
Uncontrolled Keywords: Penjualan, Pupuk Urea
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Agribisnis
Depositing User: Nur Cholis
Date Deposited: 05 Oct 2018 02:11
Last Modified: 20 Oct 2021 10:28
URI: http://repository.ub.ac.id/id/eprint/12370
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