Penentuan Prioritas pada Bauran Pemasaran 4P Pupuk Urea

Izazi, Hana Fathia (2020) Penentuan Prioritas pada Bauran Pemasaran 4P Pupuk Urea. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Merumuskan atau mengembangkan strategi pemasaran merupakan salah satu cara yang dapat ditempuh untuk dapat meningkatkan penjualan di perusahaan. Bauran pemasaran 4P, yang terdiri dari Product, Price, Promotion, dan Place, merupakan salah satu alat yang dapat digunakan untuk melakukan hal tersebut. Dengan mengetahui komponen mana yang memiliki prioritas paling tinggi, perusahaan dapat merumuskan strategi pemasaran secara sepesifik dan mengalokasikan sumberdayanya secara efektif. Penelitian ini bertujuan untuk mengetahui bobot kepentingan dari masing-masing komponen bauran pemasaran yang digunakan dalam penjualan ritel pupuk urea oleh PT. X dengan menggunakan Analytic Hierarchy Process. General Manager dan Manager Pemasaran PT. X diminta untuk memberikan penilaian dalam perbandingan berpasangan antara masing-masing komponen bauran pemasaran 4P, dengan mempertimbangkan pengaruhnya terhadap penjualan. Hasil yang didapatkan menunjukkan bahwa Place memiliki tingkat kepentingan yang paling tinggi. Price lebih penting dibandingkan dengan Product, dan Promotion memiliki bobot kepentingan terendah. ========================================================= Marketing strategy has its own important role in increasing sales. By formulating the right marketing strategy, a company can increase their sales significantly. 4Ps marketing mix is a tool, consist of Product, Price, Promotion, and Place, that widely use to formulate marketing strategy. It will be beneficial for a company if they know which P is the most important, so they can formulate specific marketing strategies and allocate their resources effectively. This study aims to find the important weight of each P in the 4Ps marketing mix used in the retail sales of urea fertilizer by PT. X using Analytic Hierarchy Process. AHP is a method used by many decision makers to solve Multi Criteria Decision Making (MCDM) problems. Because of its simplicity and flexibility, AHP is frequently used to solve other problems. The General Manager and Manager of Marketing of the company are asked to give their judgement on the pairwise comparisons between each P of the 4Ps marketing mix, considering their impacts on sales. The result shows that Place have the highest important weight. Price is more important than Products, and Promotion is the least important. This study suggested the company to broaden its network, by adding more kiosks.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing Management, Marketing Mix, Analytical Hierarchy Process, SWOT, STP, Porter's 5 Forces
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management
Depositing User: Hana Fathia Izazi
Date Deposited: 11 Aug 2020 07:00
Last Modified: 11 Aug 2020 07:00
URI: https://repository.its.ac.id/id/eprint/76524

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