Studi Bauran Pemasaran PT. Kawasan Industri Kima Makassar

  • Benget Hutagaol Universitas Pejuang Republik Indonesia
Keywords: Bauran Pemasaran, Peningkatan Volume Penjualan

Abstract

Variabel-variabel yang diteliti adalah variabel bauran pemasaran yang terdiri dari 4 sub variabel yaitu produk, harga, promosi dan tempat. Adapun indikatornya yaitu standar kualitas produk, ukuran produk, desain produk, biaya produksi produk, potongan harga, daftar harga dan jumlah permintaan, promosi penjualan, iklan, humas, pemasaran langsung, pelayanan, sarana dan prasarana. Hasil penelitian menunjukan bahwa bauran pemasaran pada PT. Kawasan Industri Makassar yakni bauran produk PT. Kawasan Industri Makassar (PT. KIMA), termasuk katerogi cukup baik, dimana didukung oleh kualitas yang memenuhi standar, ukuran kemasan produk yang disesuaikan kebutuhan pelanggan, dan desain atau kemasan produk yang juga cukup baik. Dan bauran harga produk, termasuk pada kategori kurang baik, karena harga yang relatif mahal dengan ukuran yang kecil, perbandingan harga dengan produk yang sejenis berada pada kategori kurang baik karena harga yang mahal dengan fasilitas yang memadai dan kesesuaian harga dengan kualitas produk cukup baik disebabkan telah menggunakan sistem manajemen ISO 9002 Series. Sedangkan bauran promosi, termasuk kurang baik, dikarenakan kurang bentuk promosi yang dilakukan dalam memasarkan produk sehingga kurang dikenal oleh investor di luar Makassar. Bauran place (tempat) yang dilakukan termasuk pada kategori cukup baik. Hal ini disebabkan pelayanan yang belum seragam diterapkan, sarana dan prasarana yang masih kurang missal sarana rohani dan olah raga.

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Published
2021-04-01