Ricko Christian Hotlan Tinambunan, - (2025) ANALISIS STRATEGI PEMASARAN JASA BONGKAR MUAT UNTUK MENINGKATKAN PENGGUNAAN JASA BONGKAR MUAT DI PT. PELABUHAN TANJUNG PRIOK CABANG BANTEN. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang digunakan oleh PT. Pelabuhan Tanjung Priok Cabang Banten dalam menghadapi penurunan penggunaan jasa bongkar muat di pelabuhan Ciwandan. Dengan pendekatan kualitatif dan metode studi kasus, penelitian ini memanfaatkan wawancara, observasi, dan studi literatur sebagai teknik pengumpulan data. Data dianalisis menggunakan metode SWOT untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang memengaruhi kinerja perusahaan. Hasil penelitian menunjukkan bahwa meskipun perusahaan telah menerapkan berbagai strategi pemasaran seperti Customer Visit, Coffee Morning, Customer Gathering, dan survei kepuasan pelanggan, efektivitasnya masih terbatas. Beberapa kelemahan internal ditemukan, seperti ketidakakuratan alat timbang yang mengurangi kepercayaan pelanggan, serta strategi pemasaran yang kurang efektif dalam menjangkau mitra secara luas. Selain itu, persaingan ketat antar perusahaan bongkar muat menjadi ancaman eksternal yang signifikan terhadap keberlanjutan bisnis perusahaan. Berdasarkan analisis SWOT, penelitian ini merekomendasikan strategi pemasaran berbasis pendekatan Blitzkrieg untuk mengatasi penurunan permintaan. Dalam konteks pemasaran, strategi Blitzkrieg dapat berupa promosi atau banting harga untuk komoditas curah kering pangan seperti gandum, soya bean meal, kedelai dan jagung. Implementasi strategi ini diharapkan dapat memperbaiki kelemahan internal, memanfaatkan kekuatan dan peluang eksternal, serta meningkatkan daya saing perusahaan. Penelitian ini memberikan kontribusi teoritis bagi pengembangan strategi pemasaran jasa di sektor pelabuhan serta menjadi referensi praktis untuk meningkatkan kinerja perusahaan dalam menghadapi dinamika pasar. Kata kunci: bongkar muat, strategi pemasaran, , SWOT, Pelabuhan This study aims to analyze the marketing strategies used by PT. Pelabuhan Tanjung Priok Banten Branch in dealing with the decline in the use of stevedoring services at the Ciwandan port. With a qualitative approach and case study method, this study utilizes interviews, observations, and literature studies as data collection techniques. Data were analyzed using the SWOT method to identify strengths, weaknesses, opportunities, and threats that affect company performance. The results of the study indicate that although the company has implemented various marketing strategies such as Customer Visit, Coffee Morning, Customer Gathering, and customer satisfaction surveys, their effectiveness is still limited. Several internal weaknesses were found, such as inaccurate weighing equipment that reduces customer trust, as well as marketing strategies that are less effective in reaching partners widely. In addition, tight competition between stevedoring companies is a significant external threat to the sustainability of the company's business. Based on the SWOT analysis, this study recommends a marketing strategy based on the Blitzkrieg approach to overcome the decline in demand. In the context of marketing, the Blitzkrieg strategy can be in the form of promotions or price cuts for dry bulk food commodities such as wheat, soya bean meal, soybeans and corn. The implementation of this strategy is expected to improve internal weaknesses, utilize external strengths and opportunities, and increase the company's competitiveness. This study provides theoretical contributions to the development of service marketing strategies in the port sector and becomes a practical reference to improve company performance in facing market dynamics. Keywords: loading and unloading, marketing strategy, , SWOT, Port
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=T765BuoAAAAJ&view_op=list_works&citft=1&citft=2&citft=3&email_for_op=rickotinambunan%40upi.edu&gmla=AOv-ny-S17kvLBZ-DyhdkpBi9QhKUYCorZx3i6kMJqN6OSXrSYrpovHUxkgP6pJi80-y60F4Mh2xqbgOUHI2k-YtU5J_PjKhAIqAKQljZN65qpP6SHIAOhlCdn0dtRYszQFAJ_2L5DA-JHSh-L6TV_Bb2sS4FWT_UrA46EgN8oOrVVMWlmOvRQV-5irvzKJiwN07L3aa4dtlgWNJoRh9n_0SfyQ7COu7_r6Son6nBAqFPDWOAtkIN1joXt9NctgfyHkx ID SINTA Dosen Pembimbing: Syifa Fajar Maulani: 6787008 Wenny Ananda Larasti: 6934949 |
| Uncontrolled Keywords: | Penelitian ini menganalisis strategi pemasaran jasa bongkar muat di Pelabuhan Tanjung Priok menggunakan SWOT untuk meningkatkan efektivitas pemasaran. This study analyzes marketing strategies for stevedoring services at Tanjung Priok Port using SWOT to enhance marketing effectiveness. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Serang > S1 Logistik Kelautan |
| Depositing User: | Ricko Christian Hotlan Tinambunan |
| Date Deposited: | 16 Jun 2025 05:00 |
| Last Modified: | 24 Jun 2025 07:51 |
| URI: | http://repository.upi.edu/id/eprint/130564 |
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