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  3 j- i k a d i b a n ci i n g k a n d e n g a n t a h u n s e b e l u mn y a d a n j u g a me n g i n g a t a r t i p e n t i n g d a n ma n f a a t d a r i p a n g s a p a s a r s e b a g a i i ndi k a t o r u n t u k me n g e t a h u i p o s i s i p r o d u k p e r u s a h a a n d a l a m p e r s a i n g a n d a n s e k a l i q u s u n t u k me n g e t a h u i k e b e r h a s i l a n p e n e r a p a n s t r a t e g i b a u r a n p e ma s a r a n y a n g t e l a h

  1 s d i t e r a p k a n o e h p e r u s a h a a n p a d a p a s a r s a a r a n n y a .

  4 Ol e h k a r e n a i t u d a p a t d i r u mu s k a n p e r ma s a l a h a n y a n g d i h a d a p i

  s

  o l e h p e r u s a h a a n y a i t u " Ad a k a h k o r e l a s i a t a u h u b u n g a n y a n g b e r ma k n a a n t a r a p a n g s a p a s a r p e r u s a h a a n d e n g a n u n s u r b a u r a n p e ma s a r a n t e r u t a ma u n s u r p r o d u k d a n h a r g a ? "

  1. 3. Tu j u a n F' e n e l i t i a n

  1

  . Un t u k me n g e t a h u i k o r e l a s i a t a u h u b u n g a n a n t a r a b a u r a n p e ma s a r a n y a n g t e r d i r i da r i u n s u r p r o d u k , u n s u r h a r g a , u n s u r p r o mo s i , d a n u n s u r s a l u r a n p e ma s a r a n d e n g a n p a n g s a p a s a r p e r u s a h a a n .

  2

• ( J nt uk me n g e t a h u i u n s u r - u n s u r b a u r a n p e ma s a r a n y a n g me mp u n y a i p e n g a r u h p a l i n g b e s a r d a l a m u p a y a me n i n g k a t k a n p a n g s a p a s a r p e r u s a h a a n

  1. 4. Ma n f a a t P e n e l i t i a n

  1. Me n a mb a h p e n g e t a h u a n d a n p e ma h a ma n me n g e n a i s t r a t e g i b a u r a n p e ma s a r a n y a 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 y a n g b e r o r i e n t a s i p a d a p a s a r i n d u s t r i *

  2. Me mp e r t a j a m p e ma h a ma n t e r h a d a p p e r ma s a l a h a n y a n g p a d a u mu mn y a d i h a d a p i o l e h p e r u s a h a a n s e r t a b e r u p a y a u n t u k me n c a r i p e me c a h a n d a n p e n y e l e s a i a n ma s a l a h n

  3. Se b a g a i b a h a n p e r t i mb a n g a n ba gi ma n a j e me n p e r u s a h a a n d a l a m p e n g a mb i l a n k e p u t u s a n s t r a t e g i k s e r t a e v a l u a s i d a n 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 b i s n i s p e r u s a h a a n .

  u

  1. 5. S i s t e ma t i k a s k r i p s i S i s t g ma t i k a a t a u g a r i s b e s a r d a r i p a d a s k r i p s i y a n g

  11

  me r u p a k a n ha s p e n e l i t i a n p e n u l l s t e r d i r i d a r i e ni pat La b y a i t u :

  Ba b I . Pe nda hu. 1 u a n y a n g t e r d i r i d a r i s u b - s u b b a b s e b a g a i b e r i k u t ;

  1. La t a r Be l a k a n g Ma s a l a h .

  2. P e r u mu s a n Ma s a l a h . 3n Tu j u a n Pe n e l i t i a n . 4 . Ma n f a a t P e n e 1 i t i .a n 5 - S i s t e ma t i ka Sk r i p s i .

  B

  a b I I . Ti n j a u a n P u s t a k a .. y a n g t e r di r i . d a r i s ub- s u. b b a b s e b a g a i be r i k u t s 1. La n d a s a n Te o r i .

  2. Hi p o t e s i s d a n Mo d e l An a l i s i s .

  i

  3. Me t o de p e ne 3. t S a n Ba b I I I . An a 1 i s i s . y a n g t e r d i r i d a r i s u b - s u b b a b s e ba ga i . b e r i k u t :

  1. Ga mb a r a n Umu m Ha s i l P e n e l i t i a n 2. Pe mb a h a sar i .

  Ba b

  I V. Ke s i mpi i l an, Sa r a n da n a t a u I mp l i k a s i

  BAB I I TI NJ AUAN P US TAKA 1 1 . 1. La n d a s a n Te o r i 1 1 . 1. 1. K’o n s e p P a n g s a P a s ar

  P a n g s a p a s a r ( ma r k e t shar e: - ’) bul - . &ni ah me r u p a k a n s u a t u k o n s e p a s i ng. P a n g s a p a s a r h a mp i r s e l a l u. me r u p a k a n s a l a h s a t u f o k u s p e r h a t i a n r e n c a n a d a n s t r a t e g i b e r b a g a i p e r u s a h a a n . S e c a r a k o n s e p t u a l , Be l l , Ke e n e y , d a n Li t t l e ( 1975) me n d e f i n i s i k a n p a n g s a p a s a r s u a t u p e r u s a h a a n / p r o d u k / me r k s e b a g a i r a s i o a n t a r a p e n j u a l a n p e r u s a h a a n t e r h a d a p k e s e l u r u h a n p e n j u a l a n y a n g t e r j a d i p a d a p a s a r y a n g d i ma s u k i o l e h p e r u s a h a a n t e r s e but , , d i ma n a k e s e l u r u h a n p e n j u a l a n t e r s e b u t t e r d i r i d a r i p e n j u a l a n p e r u s a h a a n d a n p e n j u a l a n p a r a

  

1

  p e s a i n g y a n g a d a d i p a s a r a n . ) 1 1 . 1. 2. Ma n f a a t P a n g s a Pa s a r De n g a n me n g e t a h u i p a n g s a p a s a r y a n g d i mi l i k i o l e h s u a t u p e r u s a h a a n ma k a a k a n d i p e r o l e h b e b e r a p a ma n f a a t s e b a g a i

  2

  b e r i k u t : )

  2

  1

  . . Ma n f a a t p e r t a ma d a n u t a ma a d a l a h b a h wa p a n g s a p a s a r y a n g t i n g g i me r u p a k a n k u n c i ba gi l a b a u s a h a .

  He n d e r s o n ( 1979) - p e n d i r i Th e Bo s t o n Co n s u l t i n g Gr o u p - me n g a j u k a n k o n s e p k u r v a p e n g a l a ma n ( e x p e r i e n c e c u r v e )

  1. Be l l , Da v i d E. , E Ke e n e y , d a n J o h n D. C. Li t t l e , " A Ma r k e t S h a r e Th e o r e m ", J o u r n a l o f Ma r k e t i ng Re s e a r c h ,

  12 Me i 1 9 7 5 , h a l a ma n 1 3 6 - 141.

  2. Ha d i S a t y a g r a h a , " Ba g i a n Pa s a r ", Ma j a 1 a h Ma n a i e me n , No 60, t a h u n 1 9 8 9 , h a l a ma n 4 7 - 49. s e b a g a i t e o r i u n t u k me n j e l a s k a n h u b u n g a n a n t a r a p a n g s a p a s a r d a n l a b a u s a h a . Me n u r u t k o n s e p k u r v a p e n g a l a ma n i ni p e r u s a h a a n a t a u p r o d u k a t a u me r k y a n g me mp u n y a i p a n g s a p a s a r y a n g t i n g g i a k a n b e r o p e r a s i d e n g a n b i a y a l e b i h r e n d a h da r i pa da . p e r u s a h a a n a t a u p r o d u k a t a u me r k y a n g me mp u n y a i - p a n g s a p a s a r l e b i h r e n d a h . Bi l a h a r g a j u a l y a n g d i t e r i ma o l e h s e mu a p e r u s a h a a n a t a u p r o d u k a t a u - me r k a d a l a h s a ma , ma k a j e l a s l a h b a h wa p e r u s a h a a n a t a u p r o d u k a t a u me r k d e n g a n p a n g s a p a s a r l e b i h t i n g g i a k a n me mp e r o l e h l a b a u s a h a l e b i h b e s a r .

  P e n j e l a s a n l a i n me n g e n a i h u b u n g a n a n t a r a p a n g s a p a s a r d a n l a b a u s a h a d i b e r i k a n o l e h Bu z z e l d a n Ga l e ( 1987) y a i t u h u b u n g a n p a n g s a p a s a r d a n l a b a u s a h a k e c u a l i d i s e b a b k a n o l e h g e j a l a k u r v a p e n g a l a ma n j u g a d i s e b a b k a n o l e h u p a y a k o n s u me n me n g h i n d a r i r e s i k o . Ko n s u me n a k a n me r a s a l e b i h y a k i n me n g k o n s u ms i p r o d u k a t a u me r e k y a n g d a mi n a n d a n d i k e n a l l u a s d a r i p a d a p r o d u k a t a u me r e k y a n g k u r a n g l u a s d i k e n a l . Ak i b a t n y a me r e k a b e r s e d i a me mb a y a r d e n g a n h a r g a y a n g l e b i h t i n g g i u n t u k p r o d u k s e j e r r i s . . De n g a n h a r g a y a n g t i n g g i a p a l a g i k a l a u b i a y a p r o d u k t e r s e but . l e b i h r e n d a h d a r i p e s a i n g ma k a l a b a u s a h a y a n g d i p e r o l e h a k a n j a u h l e b i h b e s a r .

  S e b a g i a n i l mu wa n b e r p e n d a p a t b a h wa h u b u n g a n a n t a r a p a n g s a p a s a r d a n l a b a u s a h a y a n g b e s a r t i d a k l a h b e r s i f a t u n i v e r s a l , u n t u k me mp e r o l e h l a b a y a n g b e s a r t i d a k d i p e r l u k a n p a n g s a p a s a r y a n g t i n g g i . Me r e k a me n g u t i p k a s u s - k a s u s di ma n a p e r u s a h a n d e n g a n p a n g s a p a s a r y a n g r e n d a h ma l a h me mb e r i k a n l a b a u s a h a - d i u k u r me l a l u i r e t u r n o n i n v e s t me n t y a n g l e b i h t i n g g i d a r i pe r uf e a h a a n d e n g a n p a n g s a p a s a r t ; ei ■ b

  Mi c h e l . Po r t e r ? p r o f e s o r s t r a t e g i k o mp e t i t i f di Ha r v a r d , j u g a b e r p e n d a p a t b a h wa h u b u n g a n p a n g s a p a s a r d a n l a b a u s a h a j u g a d i t e n t u k a n o l e h c i r i a t a u k a r a k t e r i s t i k s u a t u i n d u s t r i , s e h i n g g a i a r n e n g u s u l k a n h u b u n g a n a n t a r a k e d u a n y a y a n g b e r b e n t u k h u r u f U. ( l i h a t g a mb a r 3 . 1 . )

  e s a r .

  Ef a hka n J a c o b s o n d a n Aa k e r ( 1 9 B5 ) b e r p e n d a p a t b a h wa di ma n a t e r d a p a t h u b u n g a n a t a u k o r e l a s i a n t a r a p a n g s a p a s a r d a n l a b a u s a h a P p e r a n p a n g s a p a s a r t i d a k l a h s e b e s a r y a n g d i n y a t a k a n o l e h Bu z z e l , Ga l e d a n

  Sul t a n C1 9 7 5 ) . Un t u k b e b e r a p a j e n i s i n d u s t r i t e r t e n t u , p a n g s a p a s a r y a n g t i n g g i k e r a p k a l i me r u p a k a n s y a r a t mu t l a k u n t u k me mp e r o l e h l a b a y a n g b e s a r . Ci r i - c i r i i n d u s t r i i ni a d a l a h :

• Ad a n y a g e j a l a e k o n o mi b e r s k a l a b e s a r
• I n t e n s i t a s p e ma s a r a n at au. p e r i k l a n a n t i n g g i
• Ri s e t . d a n p e n g e mb a n g a n b e r p e r a n p e n t i n g
• Le b i h u mu m d i j u mp a i di b i d a n g i n d u s t r i b a r a n g kons ur ns i di . b a n d i n g b a r a n g i n d u s t r i .
• I n v e s t a s i y a n g r e l a t i f t i d a k t e r l a mp a u b e s a r . Se b a g a i i n d i k a t o r p o s i s i s u a t u p e r u s a h a a n a t a u p r o d u k a t a u me r e k di p a s a r . P a n g s a p a s a r me n u n j u k k a n h a s i 1 p e r t a r u n g a n b e r b a g a i me r e k d i p a s a r b e b a s , d a n d a p a t d i g u n a k a n s e b a g a i a l a t d i a g n o s t i k u n t u k me n g k a j i b e r b a g a i k e b i j a k a n d a n s t a r t e g i b i s n i s s u a t u p e r u s a h a a n , P a n g s a p a s a r t i nqgi me n u n j u k k a n

  9 k e t e p a t g u n a a n ke b i j a k a n d a n s t r a t e g i c s e b a l i k n y a pa ngs a . p a s a r y a n g r e n d a h me r u p a k a n t i t i k a wa l p e n i n j a u a n

  V. i

  e b j a k a n d a n s t r a t e g i ,> 2. . 3. . Se b a g a i a l a t p e n d o r o n g ( mo t i v a s i ) b a g i p a r a ma n a j e r *

  De n g a n me n g e t a h u i p a n g s a p a s a r p r o d u k n y a , s e o r a n g ma n a j e r a k a n me mp u n y a i d o r o n g a n u n t u k me mp e r t a h a n k a n p o s i s i p r o d u k n y a ( k a l a u p a n g s a p a s a r n y a s u d a h t i n g g i ) a t a u me n i n g k a t k a n n y a b i l a ma s i h r e n d a h .

  2. . 4. , P r o d u k y a n g t i d a k me mp u n y a i p a n g s a p a s a r c u k u p b e r a r t i a k a n me n g a l a mi k e s u l i t a n u n t u k me mp e r o l e h t i n g k a t d i s t r i b u s i d a n r u a n g p a j a n g y a n g b e r a r t i . 2 . 5 . P r o d u k a t a u me r e k d e n g a n p a n g s a p a s a r t e r t i n g g i c e n d e r u n g me mp e r t a h a n k a n d o mi n a s i p a s a r u n t u k j a n g k a wa k t u c u k u p l a ma .

  1 1 . 1 «■

  3. Fa k t o r P e n e n t u P a n g s a Prsc. -. r Be r ba ga i . a n a l i s i s t e o r i d a n t e l a a h e mp i r i s y a n g me n g k a j i f e n o me n a p a n g s a p a s a r p a d a p r i n s i p n y a d a p a t d i g o l o n g k a n me n j a d i d u a a l i r a n y a i t u : 3) l . Al i r a n p e r t a ma me n g k a j i h u b u n g a n a n t a r a wa k t u me ma s u k i

  ( t i mi n g of- ma r k e t e n t r y J d a n p a n g s a p a s a r , Hu b u n g a n a n t a r a me ma s u k i p a s a r s e b a g a i p i o n i r d a n p a n g s a p a s a r y a n g t i n g g i t e l a h d i t e l a a h s e c a r a e mp i r i s , b e r b a g a i t e l a a h i ni me n d u k u n g t e o r i b a r r i e r s t o e n t r y y a n g

  3. I b i d . , h a l . 5 0 - 51.

  »

  di k e mu k a k a n Ba i n t i g a d s k a d e y a n q l a i n b a h wa me ma s u k i p a s a r l e b i h a wa

  I a k a n me mb e r ] k a n b e r b a g a i ma n f a a t y a n g

  b e r k f e l a n j u t a n ( s u s t a i n a b l e a d v a n t a g e s ) y a n g d a p a t me r u p a k a n p e n a n g k a l a mp u h u p a y a p a r a p e s a i n g u n t u k me ma s u k i pas ar , . Un t u k me mp e r o l e h p a n g s a p a s a r y a n g t i n g g i , mu t l a k p e r l u me ma s u k i p a s a r l e b i h a wa l , Ha l a u b i s a s e b a g a i p i o n i r . P e r u s a h a a n y a n g p e r t a ma me ma s u k i p a s a r d a p a t me mp e r s u l i t ma s u k n y a p e r u s a h a a n l a i n k a r e n a l i n d u n g a n h a k me r e k a t a u p a t e n , k e u n g g u l a n b i a y a y a n g l e b i h r e n d a h , s e r t a k e s e t i a a n me r e k .

  P e r a n me ma s u k i p a s a r s e c a r a l e b i h d i n i d i a k u i o l e h s a l a h s e o r a n g ma n a j e r Pe r r i e r , me r e k a i r mi n e r a l y a n g me r a j a i . . p a s a r Ame r i k a u t a r a , y a n q me n y a t a k a n : Ti mi n g ( o f ma r k e t e n t r y ) wa s a g r e a t e r f a c t o r t h a n ma r k e t i n g .

  . Al i r a n k e d u a - d i b e r i n a ma Ma r k e t s h a r e t h e o r e m - y a n g me n g k a j i h u b u n g a n b e r b a g a i b a u r a n p e ma s a r a n d a n p a n g s a p a s a r j u g a me mp u n y a i d a s a r t e o r i t i s d a n d u k u n g a n e qi pi r i s t i d a k l e ma h . Be r d a s a r k a n b e r b a g a i t e l a a h e mp i r i s d a n t e or i t i s j , d a p a t d i s i mp u l k a n b a h wa b e r b a g a i u n s u r b a u r a n p e ma s a r a n ( ma r k e t i n g mi x ) me mp u n y a i p e n g a r u h k u a t t e r h a d a p p a n g s a p a s a r s u a t u p r o d u k a t a u me r e k . Me r e k a y a n g d i d u k u n g o l e h p r o d u k b e r mu t u , d i t u n j a n g o l e h d a n a i k l a n d a n p r o mo s i c u k u p b e s a r s e r t a

  . t i n g k a t d i s t r i b u s i y a n g b a i k , a k a n s e l a l u me mp u n y a i p a n g s a p a s a r y a n g l e b i h t i n g g i d a r i p a d a me r e k p r o d u k y a n g b e r mu t u l e b i h r e n d a h , k u r a n g d i d u k u n g i k l a n d a n p r o mo s i s e r t a t i n g k a t d i s t r i b u s i n y a k u r a n g . me ma d a i .

  1 1 . 1 . 4 . An a l i s i s P a n g s a Pa s a r

  .1 e e

  Ha s i 1 p e n j u a l a n t i d a k me ngi n g I • a p s b r a p a b a i k j a 1 a n n y a p e r u s a h a n t e r s e b u t d i b a n d i n g k a n d e n g a n p a r a p e s a i n g n y a , Ka t a k a n l a h p e n j u a l a n p e r u s a h a a n n a i k , ha l i ni b i s a d i s e b a b k a n o l e h k o n d i s i e k o n o mi y a n g p r e s t a s i p e r u s a h a a n y a n g me mb a i k d i b a n d i n g k a n d e n g a n p a r a p e s a i n g n y a , ma n a j e me n p e r l u me l a c a k p a n g s a p a s a r n y a . J i k a p a n g s a p a s a r p e r u s a h a a n n a i k , p e r u s a h a a n me me n a n g k a n pe r s a i nga r i ; j i k a p a n g s a p a s a r p e r u s a h a a n t u r u n , p e r u s a h a a n i t u k a l a h d a l a m p e r s a i n g a n .

  Na mu n d e mi k i a n k e s i mp u l a n y a n g b e r a s a l d a r i a n a l i s a p a n g s a p a s a r , h a n y a b e r l a k u d e n g a n s y a r a t - s y a r a t t e r t e n t u s 4)

• As u ms i b a h wa b e r b a g a i k e k u a t a n l u a r me mp e n g a r u h i s e mu a p e r u s a h a a n d e n g a n c a r a y a n g s a ma , s e r i n g t i d a k b e n a r .
• As u ms i b a h wa p r e s t a s i p e r u s a h a a n h a r u s d i n i l a i t e r h a d a p p r e s t a s i r a t a - r a t a s e mu a p e r u s a h a a n , t i d a k l a h s e l a l u b e n a r .
• J i k a s e bu. a h p e r u s a h a a n b a r u me ma s u k i i n d u s t r i , ma k a s e t i a p p a n g s a p a s a r p e r u s a h a n y a n g s u d a h a d a b i s a me n u r u n .
• Ka d a n g - k a d a n g p e n u r u n a n p a n g s a p a s a r d e n g a n ma k s u d t e r t e n t u d i l a k u k a n s e n g a j a o l e h s e b u a h p e r u s a h a a n gur i a me n i n g k a t k a n k e u n t u n g a n
• P a n g s a p a s a r b i s a t u r u n n a i k k a r e n a b e r b a g a i a l a s a n
₄ y a n g s i f a t n y a k e b e t u l a n .

  4. Ko t i e r , P h i l i p . ^ Ma n a j e me n P e ma s a r a n An a l i s i s . P e r e n c a n a a n _{j . ,} d a n Pe n q e n d a l i a n j _ t e r j e ma h a n E d i s i Ke J. i ma P e n e r b i t Er l a n q g a J a k a r t a , 1 98 8 , J i l i d I I , h a l a ma n 3 8 3 - 3 8 4 .

  1

  1

  M L K-

  PER^ ' ^ n o o , -

  La n g k a h p e r t a ma d a l a m p e n g g u n a a n a n a l i s a p a n g s a p a s a r a d a l a h nt <; . . nent ukan u k u r a n p a n g s a p a s a r y a n g ma n a y a n g a ka n . d i g u n a k a n .

  Ad a e mp a t u k u r a n y a n q b e r b e d a y a n g d a p a t d i g u n a k a n y a i t u : 5)

• P a n g s a p a s a r k e s e l u r u h a n a d a l a h p e n j u a l a n y a n g d i n y a t a k a n s e b a g a i p r e s e n t a s e da r i p e n j u a l a n i n d u s t r i s e l u r u h n y a . Du a k e p u t u s a n p e r l u d i a mb i l d a l a m p e n g g u n a a n p e n g u k u r a n i ni y a i t u a p a k a h p e n j u a l a n - u n i t a t a u p e n j u a l a n d a l a m n i l a i ma t a u a n g y a n g d i g u n a k a n u n t u k me n y a t a k a n p a n g s a p a s a r d a n
• k e p u t u s a n y a n g b e r k a i t a n d e n g a n b a t a s a n i n d u s t r i s e c a r a k e s e l u r u . h a n .
• P a n g s a p a s a r y a n g d i l a y a n i .

  a d a l a h p e n j u a l a n s e b a g a i p r o s e n t a s e d a r i t o t a l p e n j u a l a n t e r h a d a p p e n j u a l a n di p a s a r y a n g d i l a y a n i .

  P a s a r y a n q d i l a y a n i a d a l a h p a s a r y a n g a k a n t e r t a r i k a k a n p e n a wa r a n p e r u s a h a a n d a n b i s a d i c a p a i d e n q a n u s a h a p e ma s a r a n p e r u s a h a a n . P a n g s a p a s a r y a n g d i l a y a n i o l e h p e r u s a h a a n s e l a l u l e b i h b e s a r d a r i p a d a p a n g s a p a s a r k e s e l u r u h a n n y a . S e b u a h p e r u s a h a a n b i s a me n c a p a i h a mp i r

  10 0

  p e r s e n pas ai - y a n g d i l a y a n i me s k i p u n p r o s e n t a s e p a s a r k e s e l u r u h a n n y a r e l a t i f k e c i l . Tu g a s p e r t a ma p e r u s a h a a n a d a l a h me n c o b a me mp e r o l e h p a n g s a p a s a r

  1

  1

  t e r b e s a r d a r i p a s a r y a n g d i a y a n i n y a . S a mb i me n d e k a t i s a s a r a n i ni , p e r u s a h a a n h a r u s me n i n g k a t k a n wi l a y a h d a n j e n i s p r o d u k y a n g b a r u g u n a me mp e r l u a s p a s a r y a n g d i l a y a n i n y a .

  I b i d . , h a l . 3 8 4 - 3 8 5 .

• ■ P a n g s a p a s a r r e l a t i f ( a t a s t i g a p e s a i n g u t a ma )

  P a n g s a p a s a r i ni me n c ^ k u p p e n j u a l a n p e r u s a h a n s e b a g a i p r e s e n t a s e d a r i p e n j u a l a n g a b u n g a n d a r i t i ' ga p e s a i n g u t a ma / t e r b e s a r . M' i s a l nya , j i ka p e r u s a h a a n i n i me mp u n y a i 3 0 p e r s e n d a r i p a s a r P d a n k e t i g a p e s a i n g t e r d e k a t n y a me mp u n y a i

  2 0

  ,

  1 0

  , d a n

  10

  p e r s e n , ma k a b a g i a n p a s a r . r e l a t i f p e r u s a h a n i ni me n j a d i 7 5 p e r s e n ( 3 0 / 4 0 ) .

• P a n g s a p a s a r r e l a t i f ( a t a s p e s a i n g y a n g u n g g u l )

  Be b e r a p a p e r u s a h a a n me n g h i t u n g p e n j u a 1 a n n y a da 1 a m p e r s e n t a s e t e r h a d a p p e n j u a l a n p e s a i n g n y a y a n g p a l i n g a t a s . P a n g s a p a s a r r e l a t i f y a n g l e b i h b e s a r d a r i

  10 0

  p e r s e n me n u n j u k k a n b a h wa p e r u s a h a a n a d a l a h p e mi mp i n p a s a r . P a n g s a p a s a r t e p a t 1 0 0 p e r s e n b e r a r t i p e r u s a h a a n i t u s i a p . u n t u k me mi mp i n p a s a r , k e n a i k a n d a l a m p a n g s a p a s a r r e l a t i f b e r a r t i b a h wa p e r u s a h a a n i t u a k a n me n y u s u l p e s a i n g y a n g me n g u n g g u .

  1 i n y a .

  Sa t e ] a h me mi l i h u k u r a n p a n g s a p a s a r y a n g ma n s y a n g a k a n d i p e r g u n a f c a n , p e r u s a h a a n h a r u s me n e mu k a n d a t a y a n g d i p e r 1 u ka n . P a n g s a p a s a r k e s e 1 u r u h a n b i. a s a n y a m e r u p a k a n u k u r a n y a n g p a l i n g mu d a h d i d a p a t k a n , k a r e n a h a n y a me me r l u k a n d a t a p e n j u a l a n i n d u s t r i k e s e l u r u h a n ■ Me n a k s i r p a n g s a p a s a r y a n g d i l a y a n i a d a l a h l e b i h s u k a r , d i ma n a p e r u s a h a a n h a r u s t e t a p me n g i k u t i p e r k e mb a n g a n p a s a r y a n g d i l a y a n i , y a n g a k a n d i p e n g a r u h i a n t a r a l a i n o l e h p e r u b a h a n - p e r n b a h a n d a l a m j e n i s p r o d u k p e r u s a h a a n d a n

  1 i p u t a n p a s a r s e c a r a g e o g r a f i s .

  Me n g h i t u n g p a n g s a p a s a r r e l a t i f j u g a l e b i h s u k a r , k a r e n a p e r u s a h a a n h a r u s me n g h i t u n g p e n j u a l a n d a r i p a r a p e s a i n g t e r t e n t u , y a n g me r a h a s i a k a n a n g k a - a n g k a n y a .

  14 ESya r a t t e r a k h i r a d a l a h k e ma mp u a n me n a f s i r p e r g e r a k a n p a n g s a pa s a r ' t e r s e b u t s e c a r a t e p a t . An a l i s i s p a n g s a - p a s a r a k a n b e r t a mb a h n i l a i b i l a d a t a - d a t a n y a d i p i s a h - p i s a h k a n ' me l a l ui b e r n ma c a m- ma c a m d i me n s i . P e r u s a h a a n b i s a me n g a wa s i k e ma j u a n p a n g s a p a s a r me l a l u i l i ni pr oduk. , j e n i s p e mb e l i , da e r a hj , at au. b e r b a g a i l a p o r a n l a i n n y a . Ca r a y a n g b e r ma n f a a t u n t u k me n g a n a l i s a p e r g e r a k a n - p e r g e r a k a n p a n g s a p a s a r a d a l a h d e n g a n me n g h u b u n g k a r i e ? mpa t k o mp o n e n b e r i k u t i

  P e n e t r a s i p e l a n g g a n a d a l a h p e r s e n t a s e d a r i s e mu a

• - p e l a n g g a n y a n g me mb e l i d a r i p e r u s a h a a n i ni .

  ~ Ke s e t i a n p e l a n g g a n a d a l a h p e mb e l i a n d a r i p e r u s a h a a n i ni o l e h p e mb e l i n y a , y a n g d i n y a t a k a n d a l a m p e r s e n t a s e d a r i t o t a l p e mb e l i a n d a r i s e mu a p e n s u p l a i unt uk. p r o d u k y a n g s a ma ■

• S e l e k t i v i t a s p e l a n g g a n a d a l a h u k u r a n p e mb e l i a n r a t a - r a t a o l e h p e l a n g g a n p e r u s a h a a n t e r s e b u t y a n g d i n y a t a k a n d a l a m p e r s e n t a s e d a r i b e s a r n y a p e mb e l i a n r a t a - r a t a o l e h p e l a n g g a n d a r i s u a t u p e r u s a h a a n y a n g r a t a - r a t a .
• S e l e k t i v i t a s h a r g a a d a l a h h a r g a r a t a - r a t a y a n g d i t e n t u k a n o l e h pe r us a ha a n; , y a n g d i n y a t a k a n d a l a m p e r s e n t a s e d a r i h a r g a r a t a - r a t a y a n g d i t e t a p k a n o l e h s e mu a p e r u s a h a n 1 1 »2. 1. Ka r a k t e r i s t i k Pa s a r I n d u s t r i

  . Pa s a r i n d u s t r i t e r d i r i d a r i p e r o r a n g a n d a n o r g a n i s a s i y a n g me me r l u k a n b a r a n g d a n j a s a u n t u k di p r o d u k s i k a n me n j a d i b a r a n g d a n j a s a d a l a m b e n t u k l a i n , d a n k e mu d i a n d i j u a l , d i s e wa k a n a t a u d i s e r a h k a n k e p a d a p i h a k l a i n. Pa s a r i n d u s t r i me mp u n y a i b e b e r a p a k a r a k t e r i s t i k ( c i r i - c i r i

  )

  t e r t e n t u y a n g s a n g a t b e r l a wa n a n d e n g a n p a s a r k o n s u ms i , a d a p u n k a r a k t e r i s t i k d a r i p a d a p a s a r i n d u s t r i a d a l a h s

  6

  )

  1. Pe mb e l i l e b i h s e d i k i t , r d i b a n d i n g k a n d e n g a n p a s a r k o n s u ms i , p a s a r i n d u s t r i me mi l i k i j u ml a h p e mb e l i y a n g j a u h l e b i h k e c i l .

  2 U Pe mb e l i d e n g a n s k a l a b e s a r , d a l a m p a s a r y a n g s a n g a t l u a s j u ml a h p e mb e l i s e d i k i t n a mu n d e n g a n v o l u me p e mb e l i a n y a n g b a n y a k me n g k o n s u mi r s e b a g i a n b e s a r p e mb e l i a n .

  3 „ Pe mb e l i y a n g t e r p u s a t s e c a r a g e o g r a f i s , s a t u ma n f a a t d a r i k o n s e n t r a s i g e o g r a f i s a d a l a h b a h wa me n g u r a n g i b i a y a u n t u k me n j u a l n y a . S i a p a p u n y a n g me ma s a r k a n p r o d u k n y a p a d a p a s a r i n d u s t r i a k a n me n g a ma t i s e t i a p k e c e n d Gr u n g a n y a n g me n g a r a h l i e a t a u me n i n gg a l k a n k o n s e n t r a s i g e o g r a f i s s e l a n j u t n y a .

  4» P e r mi n t a a n t u r u n a n ( d e r i v e d d e ma n d ) n s e b e n a r n y a p e r mi n t a a n p a s a r a t a s b a r a b g i n d u s t r i p a d a a k h i r n y a b e r a s a l da r i p e r mi n t a a n a t a s b a r a n g k o n s u ms i , Bi l a p e r mi n t a a n a t a s b a r a n g k o n s u ms i i ni me n y u s u t ma k a a k a n d e mi k i a n j u g a a k i b a t n y a p a d a p e r mi n t a a n s e mu a j e n i s b a r a n g i n d u s t r i y a n g ma s u k k e p r o s e s p r o d u k s i .