Analisis Pengembangan Strategi Peningkatan Volume Penjualan Produk Bright Gas 5.5 Kg Berbasis Persepsi Agen Lpg Pada Pt. Pertamina Persero Mor V Kantor Cabang Denpasar Di Provinsi Bali

Putra, I Made Adi Suardana (2018) Analisis Pengembangan Strategi Peningkatan Volume Penjualan Produk Bright Gas 5.5 Kg Berbasis Persepsi Agen Lpg Pada Pt. Pertamina Persero Mor V Kantor Cabang Denpasar Di Provinsi Bali. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis SWOT berbasis persepsi konsumen untuk produk Bright Gas 5.5kg pada PT. Pertamina Kantor Cabang Denpasar MOR V Provinsi Bali untuk memperoleh pengembangan strategi pada tingkatan fungsional dalam upaya meningkatkan volume penjualan. Penelitian ini menggunakan metode deskriptif kualitatif. Metode pengumpulan data yang dilakukan dalam penelitian ini adalah wawancara, observasi, dan dokumentasi. Teknik analisis dalam penelitian ini menggunakan analisis SWOT, matriks SWOT, dan penilaian kuantitaif SWOT menurut O.C. Ferrel. Hasil dari analisis diketahui bahwa produk Bright Gas 5.5kg disarankan untuk melakukan strategi pemasaran yang agresif. Maka dari itu, diperlukan kegiatan implementasi seperti pembuatan channel full service produk Bright Gas 5.5kg, pelaksanaan sosialisasi pada pekerja pemerintahan, dan pembuatan event atau sponsorship. Pelaksanaan strategi tersebut tentu harus impulsive dan tidak terputus. Maka dari itu, Pertamina dapat menggunakan sumber daya eksternal supaya pelaksanaan strategi Bright Gas 5.5kg dapat terus aktif

English Abstract

The objective of this research is to analyze SWOT based on consumer perception for Bright Gas 5.5kg product at PT. Pertamina Persero Denpasar Branch Office MOR V Bali Province to obtain the development of strategy at functional level in an effort for increasing sales volume. This study used a descriptive method and collected data through interviews, observation, and documentation. Analysis techniques used in this study is SWOT analysis, SWOT matrix, and SWOT quantitative assessment according to O.C. Ferrel. The finding shows that Bright Gas 5.5kg product recommended for an aggressive marketing strategy. Implementation activity such as the creation of full service channel of Bright Gas 5.5kg, socialization on government workers, and makings event or sponsorship. Implementation of such strategies must be impulsive and uninterrupted. Therefore, Pertamina might use external resources so that the implementation of Bright Gas 5.5kg strategy could continuesly active.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/244/051805110
Uncontrolled Keywords: analisis strategi, SWOT, O.C. Ferrel, persepsi konsumen, strategi agresif, implementas, strategy analysis, SWOT, O.C. Ferrel, consumer perception, agresive strategy, implementation
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 19 Aug 2019 03:23
Last Modified: 20 Oct 2021 04:01
URI: http://repository.ub.ac.id/id/eprint/163633
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