STRATEGI BAURAN PEMASARAN UNTUK MENINGKATKAN PANGSA PASAR PADA PERUSAHAAN " X " Repository - UNAIR REPOSITORY

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  V K P I M C V R G P L W C N C P [ C P I FKECRCK Q N G J R G T W U C J C C P C R U D K N C EN K

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  O G P I J C U K + NGCP CDC 5 G J K P I I C R K J C M O C P C L G O G P R G T W U C J C C P J C T W U ̒KKEPICPVKUKRCUK M G E G P F G T W P I C P KPK F G P I C P O G N C M W M C P CPC N KUC

  VGT J C F C R UGDG D`UGDCD R G P W T W P C P R C P I U C R C U C T [ C P I FK RGT Q N G J R G T W U C J C C P U G T V C O G N C M W M C P RGPK P L C W C P M G O D C N K

  V G T J C F C R U V T C V G I K D C W T C P R G O C U C T C P [ C P I F K V G T C R M C P R G T W U C J C C P FCP O G N C M W M C P W R C [ C R G P [ G O R W T P C C P | 2 G T N W F K M G V C J W K D C J Y C C P V C T C D C W T C P R G O C U C T C P [ C P I F K V G T C R M C P Q N G J R G T W U C J C C P F G P I C P R C P I U C R C U C T [ C P I F K R G T Q N G J R G T W U C J C C P O G O R W P [ C K J W D W P I C P

  C V C W M Q T G N C U K [ C P I R Q U K V K R 5 G J K P I I C R G P G T C R C P D C W T C P R G O C U C T C P [ C P I V G R C V F C N C O C T V K O W V W R T Q F W M P [ C DCKM J C T I C [ T S D W T U C K P I RT Q O Q U L [ C P I O G P F W M W P I F C P U C N W T C P R G O C U C T C P [ V PI N KP GC T C M C P F C R C V O G O R G T Q N G J R C P I U C R C U C T [ C P I NG DK J

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  V K F C M D C K M J C T I C V K F C M J G T U C K P I F C P U C N W T C P R G O C U C T C P [ C P I

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  DG W O U G O R W T P C V G T W V C O C W P U W T JCT I C 5 G E C T C VG QT K V K U M Q P F K K RG T PKN P V C C P FCTK R C U C T U C U C T C P C F C N C J KK FCM O W F CJ

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  V G T J C F C R R G T W D C J C P J C T I C V G V C R K M C T G P C V K P F C M C P FCTK R C T C R G U C K P I W P V W M O G P I C V C U K M G P P I I W N C P M Q O R C T C V K H FCTK R T Q F W M R G T W U C J C C P [ C K V W F G P I C P O G P E K R V C M C P U W C U C P C U G F G O K M K C P T W R C U G J K P I I C R C U C T U C U C T C P O G O C U W M M C P W P U W T J C T I C RTQFWM F C N C O RGT V K O D C P S C P O G T G M C U G D G , W O O G C M W M C P R V Q U G U R G P L W C C P ̎ ₁ T G P G V C R C P J C T I C [ C P I FK C M W M C P RG T W U C J C C P C F C C O G P G V C R M C P

  V K P I M C V J C T I C [ C P I N G D K J V K P I I K F K D C P F K P I M C P R C T C R G U C K P I FCP FK DCT GPIK F G P I C P MGD K LCMUC PCCP R Q V Q P I C P JCTV [ C P I N G D K J

  V G P F C J D K N C F K D C P F K P I M C P [ C P I F K V G T C R M C P RCTC R G U C K P I ' V T C V G I K R G P G V C R C P J C T I C KPK [ C P I O G P L C F K U C N C J U C V W U G D C J

  VV TLCFKP[C R G P W T W P C P R T G U V C U K R C P I U C R C U C T R G T W U C J C C P F K O C P C R G T W U C J C C P

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  V G T J C F C R M Q P F K U R G T U C K P I C P J C T I C [ C P S F K V G T C R M C P R C T C R G U C K P I W P V W M O G P W V W R K NC N G O C J C P R T Q F W M O G T G M C 5GJK P I I C F G P I C P F G O K M K C P R G P G V C R C P J C T I C R G T W U C J C C P J C T W U N G D K J F K U G O R W T P C M C P F C P N G D K J T,K V G M C P M CP R C F C R G P G V C R C P R Q V Q P I C P J C T I C [ C P I O C O R W D G T U C K P I

  ENV6 IE P RCT C R G U C K P I U G J K P I I C F C R C V O G O R G T U G O R K V T W C P I I G T C M R C T C R G U C K P I F K U C O R K P I W P V W M O G P I K O D C P I K R G P G V C R C P J C T I C [ C P I

  V KP II K 5 G N C K P W P U W T J C T I C O C M C [ C P I RGT NW FKNCMWMCT R G T D C K M C P FCTK R G P G T C R C P U V T C V G I K D C W T C P R G O C U C T C P C F C N C J W P U W T D C W T C P R K Q O Q U K

  5 V T C V G I K D C W T C P R T Q O Q U K [ C P I F K V G T C R M C P Q N G J R G T W U C J C C P C F C N C J F G P I C P O G P I I W P C M C P O G F K C R G P L W C N C P V C V C R O W M C U G D C I C K O G F K C W V C O C R T Q O Q U K [ C P I L W I C F C R C V D G T H W P I U K

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  7 UGDCICK GCNWTCP RGOCUCTCP FGPICP FKFWMWPI OGFKC RTQOQUK

  

NCKPP[C -GDGTJCUKNCP WUCJC RGOCUCTCP RGTWUCJCCP VGTICPVWPI

RCFC MGOCORWCP FCTK RCTC YKTCPKCIC UGDCICK RGNCMUCPC OGFKC

RGPLWCNCP VCVCR OWMC UGJKPIIC UGOCMKP VKPIIK MGOCORWCP RCTC

YKTCPKCIC FCNCO OGOCUCTMCP RTQFWM RGTWUCJCCP OCMC CMCP

  

UGOCMKP VKPIIK RWNC RCPIUC RCUCT [CPI FKEKRVCMCPP[C 9CNCWRWP

FGOKMKCP VKFCM OGPIGEKNMCP RGTCPCP FCTK DCWTCP RTQOQUK

NCKTO[C FCNCO WRC[C OGPKPIMCVMCP RCPIUC RCUCT RGTWUCJCCP

#FCRWP MGOCORWCP FCTK RCTC YKTCPKCIC [CPI CFC UGMCTCPI OCUKJ

  

RGTNW FKVKPIMCVMCP KTKGPIKPICV RCUCT [CPI VGNCJ FKNC[CPK DCTW

RGTUGP FCTK RCUCT UCUCTCP UGNWTWJP[C UGJKPIIC RGTUGP

FCTK RCUCT UCUCTCP [CPI VGTUKUC OGPLCFK DCIKCP DCIK RCTC

RGUCKPI #RCDKNC OGNKJCV RCFC RTQUGPVCUG DGUCTP[C RCUCT [CPI

  

VGNCJ FKNC[CPK CFCNCJ EWMWR DGUCT FCP OCNCJ FCRCV FKMCVCMCP

OCORW OGNCMWMCP RGTUCKPICTK FGPICP RGUCKPI FGPICP DCKM VGVCRK

RGTNW FKMGVCJWK R W N C DCJYC DGUCTP[C LWONCJ RGOGUCPCTK [CPI

  

VGLCFK FCTK RCUCT [CPI FKNC[CPK #RCDKNC FKNKJCV FCTK RCPIUC

RCUCT [CPI VGTLCFK OCMC FCRCV FKMCVCMCP DCJYC R C U C T UCUCTCP

[CPI VGNCJ FKNC[CPK UGDCIKCP DGUCT OGNCMWMCP RGODGNKCP FCNCO

UMCNC [CPI MGEKN -GFWC MQPFKUK KPK FCRCV FKRCMCK UGDCICK

  VGTJCFCR

MGOCORWCP RCTC YKTCPKCIC FCNCO OGPEKRVCMCP RGPLWCNCP FCP

RCPIUC RCUCTP[C UGJKPIIC FGPICP FGOKMKCP FKJCTCRMCP

RGTWUCJCCP FCRCV OGPKPIMCVMCP MGODCNK RCPIUC RCUCTP[C [CPI

  

UCCV KPK OGPICNCOK RGPWTWPCP &GPICP R G PIGTVKCP NCKP

MGOCORWCP YKTCPKCIC JCTWU FCRCV OGPKPIMCVMCP LWONCJ RGODGNKCP

  

OGPLCFK O GPGPICJ FCP DGUCT CVCW FGPICP OGPIICGV RCUCT DCTW

[CPI DKCUCP[C OGNCMWMCP RGODGNKCP FCNCO UMCNC DGUCT [CPI

UGNCOC KPK DG J O VGTUGPVWJ 2GP[GORWTPCCP [CPI RGTNW

FKNCMWMCP QNGJ RKJCM OCPCLGOGP RGTWUCJCCP CFCNCJ FGPICP

OGORGTDCKMK MQPFKUK [CPI OGPFQTQPI CVCW OGOQVKXCUK RCTC

YKTCPKCIC WPVWM OGPEKRVCMCP RGPLWCNCP [CKVW UKUVGO

  

RGPIICLKCP 5KUVGO RGPIICLKCP [CPI FKVGTCRMCP QNGJ RGK WUCJCCP

CFCNCJ OGODGTKMCP ICLK VGVCR FKVCODCJ FGPICP VWPLCPICP

  

VWPLCPICP FCP RGODGTKCP MQOKUK RGPLWCNCP [CPI FKDGTKMCP VKIC

DWNCP UGMCNK 2GPGTCRCP UKUVGO KPK EWMWR DCKM PCOWP CFC

MGNGOCJCPP[C [CKVW MGTPWTKIMKPCP VKODWNP[C M G UCNCJCP RGTGGRUK

FCTK RCTC YKTCPKCIC WPVWM OGPECRCK MQOKUK RGPLWCNCP UGDGUCT

  

DGUCTP[C FGPICP VCPRC OGORGTJCVKMCP MQPUGR RGOCUCTCP [CKVW

RGPLWCNCP RTQFWM RGTWUCJCCP FCNCO LCPIMC Y C M V W [CPI NCOC FCP

DGTMGUKPCODWPICP UGRGTVK [CPI FKVGMCPMCP QNGJ RKJCM

OCPCLGOGP R G T W U C J C C P

  7PVWM OGPICVCUK MGNGOCJCP VGTUGDWV

RGTNW FKVGTCRMCP VCODCJCP DQPWU RTGUVCUK [CPI FKDGTKMCP

UGVKCR CMJKT VCJWP VWVWR DWMW &CGCT RGPKNCKCP FCTK RGODGTKCP

DQPWU RTGUVCUK KPK CFCNCJ MWCNKVCU MGTLC FCP RTGUVCUK MGTLC

FCTK RCTC YKTCPKCIC FGPICP R G ODGTKCP DQPWU RTGUVCUK KPK RCTC

YKTCPKCIC CMCP UGOCMKP

  VGTRCGW WPVWM OGPKPIMCVMCP

M G O C O R W C P P [ C FCP O G P W O D W J M C P UKVWCUK RGTUCKPICTK CPVCTC RCTC

YKTCPKCIC UGJKPIIC CMCP DGTFCORCM RQUKVKR DCIK RTGUVCUK

RGPLWCNCP FCP RCPIUC RCUCT RGTWUCJCCP

  5GNCKP RGPEKRVCCP

UKUVGO R G P I I C L K C P [CPI FCRCV OGTCTKIUCPI RGPKPIMCVCP

MGOCORWCP RCTC YKTCPKCIC LWIC RGTNW FKDGTKMCP RGPIGVCJWCP

  

VGPVCPI MCTCMVGTKUVKM OGPLCFK UGQTCPI Y K TCPKCIC WNWPI FCP

  

m e l a l u i p r o g r a m p e l a t i h a n d e n g a n i n h o u s e t r a i n n i n g , on t h e

j o b t r a i n n i n g dan o f f t h e j o b t r a i n n i n g . T u j u a n d a r i d i a d a k a n p r o g r a m p e l a t i h a n i n i u n t u k m e n c i p t a k a n w i r a n i a g a u l u n g ' ya n g

berkemampuan t i n g g i d a la m m e la k u k a n p e n j u a l a n , m empunyai

s i k a p ya n g k r e a t i f dan s e l a l u t a n g g a p t e r h a d a p p e r u b a h a n ya n g

t e r j a d i d i l i n g k u n g a n p a s a r . D i s a m p i n g i t u j u g a p e r l u

d i t e r a p k a n s u a t u s i s t e m y a n g mampu m e n g a t u r d a n m e n g e n d a l i k a n c a r a k e r j a d a r i p a r a w i r a n i a g a m e n j a d i l e b i h e f e k t i f dan

e f i s i e n . A d a p u n s i s t e m y a n g d i t e r a p k a n t e r s e b u t a d a l a h

m e w a j ib k a n p a r a w i r a n i a g a u n t u k s e l a l u membuat r e n c a n a

k u n j u n g a n s e b e lu m m e re k a m e la k u k a n k u n j u n g a n dan s e l a l u

membuat l a p o r a n h a s i l k u n j u n g a n s e r t a m e n g i s i fo r m o r d e r

s e t e l a h m e re k a m e la k u k a n k u n j u n g a n , s e t e l a h i t u d i l a p o r k a n ke

p i m p i n a n p e n j u a l a n u n t u k d i e v a l u a s i . D i s a m p i n g i t u p a r a

w i r a n i a g a h a r u s s e l a l u m e la k u k a n k o m u n i k a s i d e n g a n p a r a

p e l a n g g a n u n t u k m e n c a r i p e s a n a n d a n m e la k u k a n p e l a y a n a n

s e t e l a h p e n j u a l a n a t a u a f t e r s a l e s s e r v i c e . Dengan s i s t e m

ya n g d i t e r a p k a n i n i p i m p i n a n p e n j u a l a n d a p a t m e la k u k a n

e v a l u a s i t e r h a d a p p r e s t a s i p a r a w i r a n i a g a n y a s e h i n g g a d a p a t

m e la k u k a n k o r e k s i t e r h a d a p k e s a l a h a n ya n g d i l a k u k a n o l e h p a r a

w i r a n i a g a dan d a p a t m e m p e r c e p a t p e n c i p t a a n w i r a n i a g a yang

u l u n g . S e d a n g k a n u n s u r b a u r a n p e m a s a ra n ya n g l a i n y a i t u u n s u r

p r o d u k d a n s a l u r a n p e m a s a r a n d a p a t d i k a t a k a n s u d a h t e p a t

d im a n a k e d u a u n s u r i n i mampu m endukung u s a h a p e m a s a ra n yang

d i t e r a p k a n p e r u s a h a a n d a la m m e n c a p a i t u j u a n y a n g t e l a h

d i t e t a p k a n , U n s u r p r o d u k m e ru p a k a n u n s u r y a n g s a n g a t p e n t i n g

b a g i m erek p e r u s a h a a n k a r e n a mampu membentuk p o s i s i ya n g

  

l e b i h k u a t d a la m p e r s a i n g a n j i k a d i b a n d i n g k a n d e n g a n p r o d u k

p e s a i n g . Dim ana u n s u r p r o d u k i n i mampu m enaw arkan k u a l i t a s a t a u mutu y a n g l e b i h b a i k dan d a p a t memenuhi k r i t e r i a p a s a r

s a s a r a n ya n g t e r d i r i d a r i p e r u s a h a a n ya n g m em punyai k e g i a t a n

p r o d u k s i ya n g b e r b e d a . D i s a m p i n g i t u d e n g a n k u a l i t a s p r o d u k

ya n g d i t a w a r k a n d a p a t memenuhi k r i t e r i a k e b u t u h a n d a r i p a s a r

s a s a r a n s e c a r a k e s e l u r u h a n dan i n i d a p a t t e r l i h a t d a r i

p e g u j i a n y a n g t e l a h d i l a k u k a n ya n g m e n u n ju k k a n bahwa p r o d u k

p e r u s a h a a n d a p a t m e n c i p t a k a n t i n g k a t k e p u a s a n yang l e b i h

t i n g g i d i b a n d i n g k a n p r o d u k l a i n n y a . S e d a n g k a n p e n e r a p a n

s t r a t e g i s a l u r a n p e m a s a ra n ya n g d i l a k u k a n o l e h p e r u s a h a a n

d e n g a n membuat s u a t u s i s t e m ya n g mempermudah p e n g o r g a n i s a s i a n

dan p e n g e n d a 1 i a n p e n y a l u r a n b a r a n g d a r i. p e r u s a h a a n p u s a t

maupun p e n y a l u r a n b a r a n g ke p a s a r s a s a r a n . A d a p u n m ek a n ism e

d a r i s i s t e m s a l u r a n p e m a s a ra n t e r s e b u t a d a l a h d e n g a n

m e n y e d ia k a n a rm a d a p e n g a n g k u t a n s e n d i r i u n t u k m e n y a l u r k a n

b a r a n g n y a k e p a s a r s a s a r a n , ya n g d a e r a h p e l i p u t a n n y a r e l a t i f

c u k u p s e m p i t y a i t u S u r a b a y a dan s e k i t a r n y a s e r t a u n t u k

p e n g i r i m a n b a r a n g k e m b a l i a n ke p e r u s a h a a n p u s a t d e n g a n

m enggunakan j'a s a p e r u s a h a a n p e n g a n g k u t a n a t a u e k s p e d i s i . h a l

in i ( d e n g a n p e r t i m b a n g a n e f e k t i v i t a s p e n g o r g a n i s a s i a n dan

p e n g e n d a l i a n t e r h a d a p a k t i v i t a s u s a h a p e n y a l u r a n b a r a n g s e r t a

e f i s i . e n s i p e n g e l u a r a n b i a y a s a l u r a n p e m a s a r a n . D i s a m p in g i t u

b e r t u j ' u a n u n t u k m e m b e rik a n p e l a y a n a n ya n g s e b a i k - b a i k n y a

ke p a d a p a s a r s a s a r a n b a i k m e n y a n g k u t k u a l i t a s b a r a n g ya n g

d i. k i. r im maupun k e t e p a t a n w a k t u p e n g i r i m a n s e s u a i d e n g a n

p e r j ' a n j i a n a n t a r a p a s a r s a s a r a n d e n g a n p i h a k p e r u s a h a a n .

  

p e r u s a h a a n t i d a k m e n g a la m i k e s u l i t a n yang b e r a r t i d a la m u p a y a

m e n j a l a n k a n f u n g s i n y a s e b a g a i ag e n p e m a s a r a n . P a d a d a s a r n y a , ke e m p a t u n s u r b a u r a n p e m a s a ra n m e ru p a k a n s a t u k e s a t u a n ya n g t i d a k d a p a t d i p i s a h k a n , d im a n a a n t a r a

u n s u r y a n g s a t u d e n g a n u n s u r ya n g la i n s a l i n g m endukung dan

b e k e r j a s a m a d a la m u p a y a m e n c a p a i t u j u a n p e r u s a h a a n dan p a n g s a p a s a r y a n g d i h a r a p k a n .

Dengan m e la k u k a n u p a y a p e n y e m p u rn a a n t e r h a d a p b a u r a n p r o m o s i

ya n g d i t e r a p k a n o l e h p e r u s a h a a n dan s e l a l u m e m p e r h a t ik a n

d e n g a n s e r i u s d i n a m i k a p e r u b a h a n l i n g k u n g a n p a s a r ya n g

d i m a s u k i dan m e la k u k a n p e r u b a h a n - p e r u b a h a n t e r h a d a p s t r a t e g i '

b a u r a n p e m a s a r a n y a n g d i a n g g a p p e r l u , maka p e r u s a h a a n d a p a t

m e n i n g k a t k a n p a n g s a p a s a r ya n g d i p e r o l e h n y a .

  V K E

• 8 5 # 4 # 0

  2 G T W U C J C C P J C T W U U G ̉ KCNW V CPII CR FCT OEK KRWP[CK TE VCMUK [ C P I E G R C V F C C O O P I C P V K U K R E l U G L C C F K P C O K E

  R G T W D C J G P [ C P I V G T L C F K FK + K T I M W P I C P R C U C T [ C P I F K O C U W M K P [ C U G T V C FCRCV O G P E K RV CM C P F C P O G O C P H C C V M C P

  R G N W C P I [ C P I C F C FK R C U C T F G P I C P M G M W C V C P [ C P I F K O K N K M K Q N G J R G T W U C J C C P FC P F C R C V O G P I C V C U K U G [ C N C C P E C O C P F CP M G N G O C J C P [ C P I C F C R C F C R G T W U C J C C P

  2 G P G T C R C P F C P R G N C M U C P C C P FCTK U V T C V G I K D C W T C P R G O C U C T C P R G T W U C J C C P J C T W U F K U G U W C K M C P F G P I C P M Q P F K U K

• K P I M W P I C P R C U C T [ C P I F K O C U W M K P [ C FC P O G T W R C M C P U C V W MGKTCVWCP N C P I M C J C P I U C N K P I

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  2 G O C J C O C P V G T J C F C R R Q U K U K R G T W U C J C C P F K D C P F K P I M C P R C T C RGUCK PI FK F C N C O R C U C T [ C P I F K O C U W M KP [C H C M C P U C P S C V

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  C P 3 GML P F K V G T C R M C P E N J RGT WU@ JT TK FCP RGPEC RCKCP

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  F G P I C P O G P I C F C M P KP J Q W U G V T C K P P K P I F C P O G P G T C R M C P W C V W M Q P F K U K R G P F W M W P I U G T V C U K U V G O [ C P I O G P I C V W T

  R G N C M U C P C C P MGI KCV CP R C T C Y K T C P K C I C UGJK P I I C M G I K C V C P RCT C YK TCPK C I C F C R C V V G T Q T I C P K U C E L FCP

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