STRATEGI PEMASARAN PRODUK TABUNGAN EMAS DI PT. PEGADAIAN (PERSERO) CABANG NGANJUK

Journal Knowledge Industrial Engineering (JKIE)

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Field Value
 
Title STRATEGI PEMASARAN PRODUK TABUNGAN EMAS DI PT. PEGADAIAN (PERSERO) CABANG NGANJUK
 
Creator Yeti Sinta Dewi
Achmad Syaichu
Agustin Sukarsono
 
Subject SWOT Analysis
Marketing Strategy
Gold Savings
Pegadaian
 
Description Marketing is one of the most important keys in the business world. Marketing goods or services is an activity of offering or selling but more broadly than that, a company is said to be successful in terms of how the company is able to overcome the constraints of the company's internal and external factors. This study aims to determine the marketing strategy of the Gold Savings product in PT. PEGAGAIAN (Persero) Nganjuk Branch. The analysis used in this study is a SWOT analysis in which there are internal and external factors in the company. This type of research is field research (field research) using descriptive research methods with a qualitative approach. Based on the results of the IFE matrix 2.98 and EFE 2.98, it illustrates that the company is in an average internal condition and the business response to external factors is high, while for the IE matrix the company occupies the V quadrant, namely the strategy to maintain and maintain (hold and maintain) strategies that can be applied are market penetration strategies and product development, the results of the QSPM matrix of product development (product development) with a total TAS of 6.63, while other alternatives have lower market penetration (product development). with a total TAS of 5.94. So that the best alternative strategies that can be applied to these companies are market penetration and product development strategies.
 
Publisher Department of Industrial Engineering - Universitas Yudharta Pasuruan
 
Date 2020-12-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://jurnal.yudharta.ac.id/v2/index.php/jkie/article/view/2398
10.35891/jkie.v7i3.2398
 
Source 2541-4461
2460-0113
 
Language eng
 
Relation http://jurnal.yudharta.ac.id/v2/index.php/jkie/article/view/2398/1746
 
Rights Copyright (c) 2020 Yeti Sinta Dewi, Achmad Syaichu, Agustin Sukarsono
https://creativecommons.org/licenses/by-sa/4.0
 

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