Marchelino, Claudio Bagas (2023) STRATEGI PEMASARAN PRODUK MINYAK GORENG DI PT. AGROBISNIS BANTEN MANDIRI (PERSERODA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Packaged cooking oil is one of the derivative products of CPO (Crude Palm Oil) which is also one of the staple ingredients of Indonesian society. The need for packaged cooking oil always increases every year, this shows the huge potential in the sales sector for this packaged cooking oil product. Thanks to the support from the government PT. Agrobisnis Banten Mandiri as the one of the Regional Owned Enterprises (BUMD) of Banten Province also started a business in the sale of packaged cooking oil. This research aims to increase sales with the right marketing strategy to be applied by PT. Agrobisnis Banten Mandiri through the QSPM (Quantitative Strategic Planning Matrix) approach. This research is a type of qualitative research with data in the form of results from in-depth interviews, observations, questionnaires and literature studies. The analysis is carried out through internal factors and external factors that influence the determination of the company's alternative strategy. Analysis of the data used is the IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix and QSPM. Based on the results obtained by the IFE and EFE Matrix analysis, the total IFE weight score is 3,124 and the EFE is 3,086 that placing PT. Agrobisnis Banten Mandiri in quadrant I (Growth and Development), the results of the assessment of strategic priorities through the QSPM, there are 9 alternative strategies that should be prioritized. Based on the data processed by QSPM, it was found that the 6th strategy showed the largest TAS (Total Attractive Score), which was 7.092, namely: Conducting a cooperation contract with the Trade National Department and Related Ministries to overcome scarcity. Keyword : QSPM, Cooking Oil, Regional Owned Company, Marketing Strategic
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Minyak goreng kemasan merupakan salah satu produk turunan dari CPO (Crude Palm Oil) yang juga menjadi salah satu bahan pokok masyarakat Indonesia. Kebutuhan minyak goreng kemasan selalu meningkat setiap tahunnya, hal ini menunjukkan potensi yang sangat besar pada sektor penjualan produk minyak goreng kemasan ini. Berkat dukungan dari pemerintah PT. Agrobisnis Banten Mandiri sebagai salah satu Badan Usaha Milik Daerah (BUMD) Provinsi Banten juga memulai usaha penjualan minyak goreng kemasan. Penelitian ini bertujuan untuk meningkatkan penjualan dengan strategi pemasaran yang tepat diterapkan oleh PT. Agrobisnis Banten Mandiri melalui pendekatan QSPM (Quantitative Strategic Planning Matrix). Penelitian ini merupakan jenis penelitian kualitatif dengan data berupa hasil wawancara mendalam, observasi, kuesioner dan studi pustaka. Analisis dilakukan melalui faktor internal dan faktor eksternal yang mempengaruhi penentuan alternatif strategi perusahaan. Analisis data yang digunakan adalah Matriks IFE, Matriks EFE, Matriks IE, Matriks SWOT dan Matriks QSPM. Berdasarkan hasil analisis Matriks IFE dan EFE diperoleh skor bobot total IFE adalah 3,124 dan EFE adalah 3,086 yang menempatkan PT. Agrobisnis Banten Mandiri pada kuadran I (Growth and Development), hasil penilaian prioritas strategi melalui QSPM, terdapat 9 alternatif strategi yang harus diprioritaskan. Berdasarkan data yang diolah QSPM, diketahui bahwa strategi ke-6 menunjukkan TAS (Total Attractive Score) terbesar yaitu 7.092, yaitu: Melakukan kontrak kerjasama dengan Depdag dan Kementerian Terkait untuk mengatasi kelangkaan. Kata Kunci : QSPM, Minyak Goreng, Badan Usaha Milik Daerah, Strategi Pemasaran | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) S Agriculture > S Agriculture (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mr Claudio Bagas Marchelino | |||||||||
| Date Deposited: | 03 Jan 2023 10:49 | |||||||||
| Last Modified: | 03 Jan 2023 10:49 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19428 |
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