SAEPUDIN, GILANG RESTU (2023) USULAN STRATEGI PEMASARAN BERDASARKAN DIMENSI MARKETING MIX DENGAN METODE AHP (ANALYTICAL HIERARCHY PROCESS). S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.
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Abstract
GILANG RESTU SAEPUDIN. PROPOSED MARKETING STRATEGIES BASED ON MARKETING MIX DIMENSIONS USING THE AHP (ANALYTICAL HIERARCHY PROCESS) METHOD. GUIDED BY HADI SETIAWAN S.T., AND AKBAR GUNAWAN S.T., M.T. CV Swarna Dwipa was founded in 2007 which added the company as a civil contractor and supplier. Since 2018 the company has continued to engage in the procurement of goods and services, interior design, and architectural buildings. CV Swarna Dwipa has succeeded in selling several of the products that have been offered. Judging from the available data, in August 2022 the company managed to sell 22 units of products, in September 2022 24 units were sold, in October 2022 there were 21 units. In the first 2 months of 2023 the company experienced a decline. This decline in sales occurred slowly every month, namely in January 2023 19 units were sold and in February 2023 16 units were sold. Competition in the property business, procurement of goods and services and interior design is increasing. This has an impact on decreasing revenue which affects company profits, so companies need to formulate a marketing strategy to prevent a decrease in income. The method used is Marketing Mix and AHP. The purpose of this study is to determine the marketing strategy using the Marketing Mix as the basis for the formulation of marketing strategy and AHP to determine the priority of the results of what marketing strategy will be used. As well as the results of the weighting rating, namely marketing strategy advice given based on calculations using the AHP method which will "increase the number of sales of products and services". Keywords : Marketing Strategy, Marketing Mix, AHP, Proposed Strategy
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | GILANG RESTU SAEPUDIN. USULAN STRATEGI PEMASARAN BERDASARKAN DIMENSI MARKETING MIX DENGAN METODE AHP (ANALYTICAL HIERARCHY PROCESS). DIBIMBING OLEH HADI SETIAWAN S.T., DAN AKBAR GUNAWAN S.T., M.T. CV Swarna Dwipa berdiri sejak tahun 2007 yang terfokus perusahaan sebagai kontraktor sipil dan supplier. Sejak tahun 2018 perusahaan ini terus bergerak dalam bidang pengadaan barang dan jasa, desain interior, serta arsitektural gedung bangunan. CV Swarna Dwipa sudah berhasil menjual beberapa produk yang telah ditawarkan dilihat dari data yang ada pada bulan Agustus tahun 2022 perusahaan berhasil menjual produk sebanyak 22 unit, bulan September tahun 2022 sebanyak 24 unit terjual, bulan Oktober tahun 2022 sebanyak 21 unit. Pada 2 bulan pertama di tahun 2023 perusahaan mengalami penurunan penjualan penurunan ini terjadi secara perlahan setiap bulannya yaitu pada bulan Januari tahun 2023 terjual sebanyak 19 unit dan bulan Februari tahun 2023 sebanyak 16 unit terjual. Persaingan bisnis properti pengadaan barang jasa dan desain interior semakin meningkat, Hal ini berdampak pada penurunan pendapatan yang mempengaruhi profit perusahaan, sehingga perusahaan perlu merumuskan strategi pemasaran supaya tidak terjadi penurunan pendapatan. Metode yag digunakan adalah Marketing Mix serta AHP. Tujuan dari penelitian ini adalah untuk mengetahui strategi pemasaran menggunakan Marketing Mix sebagai landasan dasar perumusan strategi pemasaran dan AHP untuk menentukan prioritas dari hasil strategi pemasaran apa yang akan digunakan. Serta hasil dari rating pembobotan yaitu usulan strategi pemasaran yang diberikan berdasarkan perhitungan dengan menggunakan metode AHP yang nantinya akan “meningkatkan jumlah penjualan pada produk dan jasa”. Kata Kunci : AHP, Marketing Mix, Strategi Pemasaran, Usulan Strategi | |||||||||
| Subjects: | T Technology > T Technology (General) T Technology > TD Environmental technology. Sanitary engineering T Technology > TH Building construction |
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| Divisions: | 03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri |
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| Depositing User: | GILANG RESTU SAEPUDIN | |||||||||
| Date Deposited: | 25 Oct 2023 09:55 | |||||||||
| Last Modified: | 25 Oct 2023 09:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30603 |
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