STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PRODUK PESTISIDA DHARMABRAND (Studi Perusahaan Perdagangan Indonesia Persero Cabang Madiun)

Faishal Ahmad Romadhani, . (2022) STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PRODUK PESTISIDA DHARMABRAND (Studi Perusahaan Perdagangan Indonesia Persero Cabang Madiun). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Abstrack This study aims to determine the marketing strategy of PT. PPI (Persero) Madiun Branch in order to increase sales based on SWOT analysis. In addition, this study also aims to determine the effectiveness of the pesticide marketing strategy of PT. PPI (Persero) Madiun Branch to improve sales performance. The method used in this research is qualitative and quantitative with a case study approach. The research was conducted in July-December 2021 and located at the head office of PT. PPI (Persero) Jakarta and its branch office in Madiun. Research data were collected by interview and documentation method (IFAS/EFAS). The validity of the data was tested by using triangulation technique. The data were analyzed using IFAS, EFAS, and followed by a SWOT analysis. The results of the analysis show that the IFAS score is 3.72 and the EFAS score is 3.63. The score is in cell I. This cell indicates that the company must Grow and Build. The strategy that is suitable for this is intensive which includes market penetration, market development, and product development and integration which includes backward integration, forward integration, and horizontal integration. The marketing strategy used by PT. PPI Madiun branch is included in the effective category. This is evidenced by an increase in sales turnover in 2020 to IDR 2,817,932,498. Keywords: marketing, trade, agriculture, fertilizer, pesticide

Item Type: Thesis (Tesis)
Additional Information: No.Panggil : 2010121018 Pembimbing 1 : Nani Ariani Pembimbing 2 : Desmintari Penguji : Alfatih S. Manggabarani
Uncontrolled Keywords: marketing, trade, agriculture, fertilizer, pesticide
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: Faishal Ahmad Romadhani
Date Deposited: 15 Mar 2022 02:09
Last Modified: 15 Mar 2022 02:09
URI: http://repository.upnvj.ac.id/id/eprint/16781

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