Analisis Bauran Pemasaran dalam Persaingan Usaha (Studi Kasus pada Usaha Counter Handphone di Sekitaran Jalan Sisingamangaraja Kec. Sidikalang, Kab. Dairi)
ANALISIS BAURAN PEMASARAN DALAM PERSAINGAN
USAHA
(STUDI KASUS PADA USAHA COUNTER HANDPHONE DI SEKITARAN
JALAN SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)
SKRIPSI
Disusun Oleh:
GIDIEON M SIHOMBING
100907087
PROGRAM STUDI ILMU ADMINISTRASI BISNIS
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS SUMATERA UTARA
MEDAN
2016
Universitas Sumatera Utara
ABSTRAK
GIDIEON M SIHOMBING, 2016: “ANALISIS BAURAN PEMASARAN
DALAM
PERSAINGAN
COUNTER
USAHA
HANDPHONE
(STUDI
DI
KASUS
PADA
SEKITARAN
USAHA
JALAN
SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)”. Dibimbing
oleh Bapak Prof. Dr. Marlon Sihombing, MA selaku ketua pembimbing.
Penelitian
ini
bertujuan
untuk
untuk
mengetahui,
menganalisis
perbandingan penerapan bauran pemasaran yang diterapkan dalam pemasaran
dalam persaingan usaha oleh masing-masing usaha counter handphone di
sekitaran Jalan Sisingamangaraja, Sidikalang, Kabupaten Dairi.
Metode penelitian yang digunakan dalam penelitian ini adalah metode
penelitian komparatif dengan analisa kualitatif dengan bauran pemasaran, Matriks
SWOT, Evaluasi Faktor Internal (IFE Matriks), Evaluasi Faktor Eksternal (EFE
Matriks), dan Matriks SPACE.
Hasil penelitian menunjukkan bahwa dalam setiap usaha counter
handphone memiliki kekuatan dan kelemahan masing – masing dalam setiap
strategi bauran pemasaran dalam meningkatkan persaingan usaha. Tiara Ponsel
memiliki kekuatan produk, harga dan lokasi distribusi dan memiliki kelemahan
dalam promosi, Gakomsel masih memiliki kelemahan dalam bidang strategi
pemasaran dan Amin Ponsel memiliki kekuatan strategi produk, promosi dan
lokasi serta memiliki kelemahan pada strategi harga.
Kata Kunci : Bauran Pemasaran, Persaingan Usaha, SWOT
Universitas Sumatera Utara
ABSTRACT
GIDEON M Sihombing, 2016: "ANALYSIS OF MARKETING MIX OF
COMPETITION (CASE STUDY IN BUSINESS COUNTER HANDPHONE
IN SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)". Under
supervised by Prof. Dr. Marlon Sihombing, MA
This study aimed to identify, analyze comparative application of the
marketing mix applied in the marketing of the competition by each business phone
counter in Sisingamangaraja, Sidikalang, Dairi.
The method used in this research is a comparative study with a qualitative
analysis of the marketing mix, SWOT Matrix, Internal Factor Evaluation (IFE
Matrix), External Factors Evaluation (EFE Matrix), and SPACE Matrix.
The results showed that in every counter mobile phone has its strengths
and weaknesses in each of the marketing mix to increase competition. Tiara
Ponsel business has strength for product, price and distribution locations and
has a weakness in the promotion product , Gakomsel still has weaknesses in
marketing strategy and Amin Ponsel has strength of product strategy, promotion
and location as well as having a weakness in price..
Keywords: Marketing Mix, Business Competition, SWOT
Universitas Sumatera Utara
DAFTAR ISI
DAFTAR ISI
DAFTAR TABEL
DAFTAR GAMBAR
BAB I PENDAHULUAN
1.1 Latar Belakang ................................................................................................ 1
1.2 Rumusan Masalah ........................................................................................... 5
1.3 Tujuan Penelitian............................................................................................. 5
1.4 Manfaat Penelitian........................................................................................... 6
BAB II KERANGKA TEORI
2.1 Bisnis ............................................................................................................... 7
2.1.1 Usaha Kecil Menengah ......................................................................... 7
2.1.2 Kriteria UMKM..................................................................................... 8
2.2 Pemasaran ........................................................................................................ 9
2.2.1 Pengertian Pemasaran ........................................................................... 9
2.2.2 Konsep Pemasaran .............................................................................. 10
2.3 Bauran Pemasaran ......................................................................................... 11
2.4 Unsur – unsur Bauran Pemasaran ................................................................. 12
2.4.1 Produk (Product) ................................................................................. 12
2.4.2 Harga (Price) ....................................................................................... 14
2.4.3 Tempat (Place) .................................................................................... 18
2.4.4 Promosi (Promotion) ........................................................................... 20
2.5 Teori Persaingan Usaha Bisnis ..................................................................... 25
2.5.1 Pengertian Persaingan ......................................................................... 26
2.5.2 Keunggulan Bersaing .......................................................................... 28
2.6 Alat Analisis SWOT...................................................................................... 30
2.6.1 SWOT .................................................................................................. 30
2.6.2 Matriks CP .......................................................................................... 33
Universitas Sumatera Utara
2.6.3 Matriks SWOT ..................................................................................... 34
2.7 Kerangka Pemikiran ...................................................................................... 35
2.8 Penelitian Terdahulu ..................................................................................... 36
BAB III METODOLOGI PENELITIAN
3.1 Pendekatan dan Jenis Penelitian .................................................................... 38
3.2 Lokasi Penelitian ........................................................................................... 39
3.3 Sumber dan Jenis Data .................................................................................. 39
3.3.1 Data Primer ......................................................................................... 39
3.3.2 Data Sekunder ..................................................................................... 39
3.4 Defenisi Konsep ............................................................................................ 40
3.4.1 Produk (Produt)................................................................................... 40
3.4.2 Harga(Price) ........................................................................................ 40
3.4.3 Tempat/Saluran Distribusi (Place) ...................................................... 40
3.4.4 Promosi (Promotion) ........................................................................... 40
3.5 Teknik Pengumpulan Data ........................................................................... 41
3.5.1 Observasi ............................................................................................. 41
3.5.2 Wawancara .......................................................................................... 41
3.5.3 Dokumentasi........................................................................................ 41
3.6 Variabel Penelitian ........................................................................................ 42
3.7 Analisis Data ................................................................................................. 42
3.6.1 Analisis Deskriptif............................................................................... 42
3.6.2 Analisis SWOT .................................................................................... 42
BAB IV PEMBAHASAN
4.1 Deskripsi Lokasi Penelitian ........................................................................... 44
4.1.1 Tiara Ponsel ......................................................................................... 44
4.1.2 GAKOMSEL....................................................................................... 50
4.1.3 Amin Ponsel ........................................................................................ 55
4.2 Penyajian Data ............................................................................................... 58
Universitas Sumatera Utara
4.2.1 Data Lingkungan Internal.................................................................... 59
4.2.1.1 Bauran Pemasaran Tiara Ponsel ................................................... 59
4.2.1.2 Bauran Pemasaran Gakomsel ....................................................... 64
4.2.1.3 Bauran Pemasaran Amin ponsel ................................................... 67
4.2.2 Data Lingkungan Eksternal ................................................................. 70
4.3 Analisis Data ................................................................................................ 72
4.3.1 Analisis Lingkungan Internal .............................................................. 72
4.3.2 Analisis Lingkungan Eksternal ........................................................... 80
4.3.3 Analisis Matriks CPM ......................................................................... 84
4.3.4 Matriks SWOT ..................................................................................... 85
4.4 Pembahasan ................................................................................................... 95
4.4.1 Perbedaan Strategi Bauran Pemasaran yang Digunakan
Masing-masing Counter ..................................................................... 95
4.4.2 Alternatif Strategi yang Dapat Digunakan Oleh Masing-masing
Counter Berdasarkan Analsisis SWOT ............................................... 97
BAB V PENUTUP
5.1 Kesimpulan.................................................................................................. 104
5.2 Saran ............................................................................................................ 105
DAFTAR PUSTAKA
Universitas Sumatera Utara
USAHA
(STUDI KASUS PADA USAHA COUNTER HANDPHONE DI SEKITARAN
JALAN SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)
SKRIPSI
Disusun Oleh:
GIDIEON M SIHOMBING
100907087
PROGRAM STUDI ILMU ADMINISTRASI BISNIS
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS SUMATERA UTARA
MEDAN
2016
Universitas Sumatera Utara
ABSTRAK
GIDIEON M SIHOMBING, 2016: “ANALISIS BAURAN PEMASARAN
DALAM
PERSAINGAN
COUNTER
USAHA
HANDPHONE
(STUDI
DI
KASUS
PADA
SEKITARAN
USAHA
JALAN
SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)”. Dibimbing
oleh Bapak Prof. Dr. Marlon Sihombing, MA selaku ketua pembimbing.
Penelitian
ini
bertujuan
untuk
untuk
mengetahui,
menganalisis
perbandingan penerapan bauran pemasaran yang diterapkan dalam pemasaran
dalam persaingan usaha oleh masing-masing usaha counter handphone di
sekitaran Jalan Sisingamangaraja, Sidikalang, Kabupaten Dairi.
Metode penelitian yang digunakan dalam penelitian ini adalah metode
penelitian komparatif dengan analisa kualitatif dengan bauran pemasaran, Matriks
SWOT, Evaluasi Faktor Internal (IFE Matriks), Evaluasi Faktor Eksternal (EFE
Matriks), dan Matriks SPACE.
Hasil penelitian menunjukkan bahwa dalam setiap usaha counter
handphone memiliki kekuatan dan kelemahan masing – masing dalam setiap
strategi bauran pemasaran dalam meningkatkan persaingan usaha. Tiara Ponsel
memiliki kekuatan produk, harga dan lokasi distribusi dan memiliki kelemahan
dalam promosi, Gakomsel masih memiliki kelemahan dalam bidang strategi
pemasaran dan Amin Ponsel memiliki kekuatan strategi produk, promosi dan
lokasi serta memiliki kelemahan pada strategi harga.
Kata Kunci : Bauran Pemasaran, Persaingan Usaha, SWOT
Universitas Sumatera Utara
ABSTRACT
GIDEON M Sihombing, 2016: "ANALYSIS OF MARKETING MIX OF
COMPETITION (CASE STUDY IN BUSINESS COUNTER HANDPHONE
IN SISINGAMANGARAJA KEC. SIDIKALANG, KAB. DAIRI)". Under
supervised by Prof. Dr. Marlon Sihombing, MA
This study aimed to identify, analyze comparative application of the
marketing mix applied in the marketing of the competition by each business phone
counter in Sisingamangaraja, Sidikalang, Dairi.
The method used in this research is a comparative study with a qualitative
analysis of the marketing mix, SWOT Matrix, Internal Factor Evaluation (IFE
Matrix), External Factors Evaluation (EFE Matrix), and SPACE Matrix.
The results showed that in every counter mobile phone has its strengths
and weaknesses in each of the marketing mix to increase competition. Tiara
Ponsel business has strength for product, price and distribution locations and
has a weakness in the promotion product , Gakomsel still has weaknesses in
marketing strategy and Amin Ponsel has strength of product strategy, promotion
and location as well as having a weakness in price..
Keywords: Marketing Mix, Business Competition, SWOT
Universitas Sumatera Utara
DAFTAR ISI
DAFTAR ISI
DAFTAR TABEL
DAFTAR GAMBAR
BAB I PENDAHULUAN
1.1 Latar Belakang ................................................................................................ 1
1.2 Rumusan Masalah ........................................................................................... 5
1.3 Tujuan Penelitian............................................................................................. 5
1.4 Manfaat Penelitian........................................................................................... 6
BAB II KERANGKA TEORI
2.1 Bisnis ............................................................................................................... 7
2.1.1 Usaha Kecil Menengah ......................................................................... 7
2.1.2 Kriteria UMKM..................................................................................... 8
2.2 Pemasaran ........................................................................................................ 9
2.2.1 Pengertian Pemasaran ........................................................................... 9
2.2.2 Konsep Pemasaran .............................................................................. 10
2.3 Bauran Pemasaran ......................................................................................... 11
2.4 Unsur – unsur Bauran Pemasaran ................................................................. 12
2.4.1 Produk (Product) ................................................................................. 12
2.4.2 Harga (Price) ....................................................................................... 14
2.4.3 Tempat (Place) .................................................................................... 18
2.4.4 Promosi (Promotion) ........................................................................... 20
2.5 Teori Persaingan Usaha Bisnis ..................................................................... 25
2.5.1 Pengertian Persaingan ......................................................................... 26
2.5.2 Keunggulan Bersaing .......................................................................... 28
2.6 Alat Analisis SWOT...................................................................................... 30
2.6.1 SWOT .................................................................................................. 30
2.6.2 Matriks CP .......................................................................................... 33
Universitas Sumatera Utara
2.6.3 Matriks SWOT ..................................................................................... 34
2.7 Kerangka Pemikiran ...................................................................................... 35
2.8 Penelitian Terdahulu ..................................................................................... 36
BAB III METODOLOGI PENELITIAN
3.1 Pendekatan dan Jenis Penelitian .................................................................... 38
3.2 Lokasi Penelitian ........................................................................................... 39
3.3 Sumber dan Jenis Data .................................................................................. 39
3.3.1 Data Primer ......................................................................................... 39
3.3.2 Data Sekunder ..................................................................................... 39
3.4 Defenisi Konsep ............................................................................................ 40
3.4.1 Produk (Produt)................................................................................... 40
3.4.2 Harga(Price) ........................................................................................ 40
3.4.3 Tempat/Saluran Distribusi (Place) ...................................................... 40
3.4.4 Promosi (Promotion) ........................................................................... 40
3.5 Teknik Pengumpulan Data ........................................................................... 41
3.5.1 Observasi ............................................................................................. 41
3.5.2 Wawancara .......................................................................................... 41
3.5.3 Dokumentasi........................................................................................ 41
3.6 Variabel Penelitian ........................................................................................ 42
3.7 Analisis Data ................................................................................................. 42
3.6.1 Analisis Deskriptif............................................................................... 42
3.6.2 Analisis SWOT .................................................................................... 42
BAB IV PEMBAHASAN
4.1 Deskripsi Lokasi Penelitian ........................................................................... 44
4.1.1 Tiara Ponsel ......................................................................................... 44
4.1.2 GAKOMSEL....................................................................................... 50
4.1.3 Amin Ponsel ........................................................................................ 55
4.2 Penyajian Data ............................................................................................... 58
Universitas Sumatera Utara
4.2.1 Data Lingkungan Internal.................................................................... 59
4.2.1.1 Bauran Pemasaran Tiara Ponsel ................................................... 59
4.2.1.2 Bauran Pemasaran Gakomsel ....................................................... 64
4.2.1.3 Bauran Pemasaran Amin ponsel ................................................... 67
4.2.2 Data Lingkungan Eksternal ................................................................. 70
4.3 Analisis Data ................................................................................................ 72
4.3.1 Analisis Lingkungan Internal .............................................................. 72
4.3.2 Analisis Lingkungan Eksternal ........................................................... 80
4.3.3 Analisis Matriks CPM ......................................................................... 84
4.3.4 Matriks SWOT ..................................................................................... 85
4.4 Pembahasan ................................................................................................... 95
4.4.1 Perbedaan Strategi Bauran Pemasaran yang Digunakan
Masing-masing Counter ..................................................................... 95
4.4.2 Alternatif Strategi yang Dapat Digunakan Oleh Masing-masing
Counter Berdasarkan Analsisis SWOT ............................................... 97
BAB V PENUTUP
5.1 Kesimpulan.................................................................................................. 104
5.2 Saran ............................................................................................................ 105
DAFTAR PUSTAKA
Universitas Sumatera Utara