DAFTAR ISI

ABSTRAK ....................................................................................................................... i

KATA PENGANTAR ........................................................................................................ ii

UCAPAN TERIMA KASIH ............................................................................................... iii

DAFTAR ISI .................................................................................................................... v

DAFTAR GAMBAR ......................................................................................................... viii

DAFTAR LAMPIRAN ...................................................................................................... ix

BAB I PENDAHULUAN

1.1 Latar Belakang ........................................................................................... 1

1.2 Identifikasi Masalah ................................................................................... 4
1.3 Maksud dan Tujuan .................................................................................. 4
1.4 Kegunaan Hasil Observasi .......................................................................... 5
1.5 Metodologi Observasi ................................................................................ 5
1.5.1 Teknik Pengumpulan Data ............................................................ 5

1.6 Lokasi dan Waktu Kerja Praktik ................................................................. 6

BAB II TINJAUAN PUSTAKA

2.1 Pengertian Manajemen Pemasaran .......................................................... 7

2.1.1 Pengertian Manajemen................................................................. 7

2.1.2 Pengertian Pemasaran .................................................................. 8

2.1.3 Pengertian Manajemen Pemasaran.............................................. 9

 2.1.4 Bauran Pemasaran ........................................................................ 10

2.2 Pengertian Promosi ..................................................................................14

2.2.1 Bauran Promosi ............................................................................. 15

2.2.2 Fungsi Promosi .............................................................................. 16

2.2.3 Tujuan Promosi.............................................................................. 16

2.3 Personal Selling ......................................................................................... 20

2.3.1 Fungsi Penjualan Tatap Muka ....................................................... 20

2.3.2 Ciri-Ciri Penjualan Tatap Muka...................................................... 20

2.3.3 Jenis-Jenis Penjualan Tatap Muka................................................. 21

2.4 Konsep Penjualan ..................................................................................... 21

2.4.1 Ciri-Ciri Penjualan .......................................................................... 21

2.4.2 Tipe-Tipe Penjualan....................................................................... 23

2.4.3 Aktivitas Penjualan ........................................................................ 23

2.5 Sales Force.................................................................................................. 28

BAB III OBJEK DAN METODE PENELITIAN

3.1 Objek Observasi.......................................................................................... 30

3.1.1 Gambaran Umum Perusahaan .................................................... 30
3.1.1.1 Sejarah Perusahaan....................................................... 32

3.1.1.2 Visi dan Misi PT. PLN Persero........................................ 33

3.1.1.3 Kegiatan Perusahaan..................................................... 34

3.1.2 Struktur Organisasi........................................................................ 38

3.2 Metode Penelitian Tugas Akhir ................................................................. 39
3.2.1 Jenis dan Sumber Data ................................................................. 39
 3.2.1.1 Jenis Data ................................................................... 39

3.2.1.2 Sumber Data ............................................................... 40

3.2.2 Tehnik Pengumpulan Data ........................................................... 40

BAB IV ANALISIS

4.1 Strategi Pemasaran Yang Dijalankan oleh PT. PLN Persero.. .................. 42
4.1.1 Periklanan...................................................................................... 42

4.1.2 Penjualan Pribadi........................................................................... 42

4.1.3 Promosi Penjualan......................................................................... 43

4.1.4 Hubungan Masyarakat ............................................................... 43

4.1.5 Pemasaran Langsung.................................................................. 43

4.2 Strategi Promosi ......................................................................................... 43

4.2.1 Sekilas Mengenai Listrik pra-bayar .............................................. 44

4.2.2 Deskripsi Listrik pra-bayar ............................................................. 44

4.2.3 Tujuan dari Listrik pra-bayar ......................................................... 45

4.3 Hambatan-hambatan yang dialami oleh PT. PLN Persero ...................... 45

.................................................................................................................
4.3.1 Hambatan Internal Perusahaan ................................................... 46
4.3.2 Hambatan Eksternal Perusahaan ................................................ 47
4.4 Upaya-upaya yang diakukan oleh PT. PLN Persero dalam mengatasi hambatan-
hambatan ................................................................................................ 47
.................................................................................................................
4.4.1 Upaya Internal Perusahaan ......................................................... 47

4.4.2 Upaya Eksternal Perusahaan ....................................................... 48

BAB V KESIMPULAN DAN SARAN

5.1 Kesimpulan ................................................................................................ 50

5.2 Saran ........................................................................................................ 54

DAFTAR PUSTAKA

LAMPIRAN
 DAFTAR GAMBAR

Halaman

Gambar 2.1 Pemegang Kepentingan dalam Penjualan………………………….. 22

Gambar 2.2 Tipe-Tipe Penjualan ................................................................................... 23

.......................................................................................................................................

Gambar 2.3 Proses Penjualan ........................................................................................ 26

Gambar 2.4 Kompetensi Dasar Menjual........................................................................ 26

Gambar 3.1 Struktur Organisasi PT PLN (PERSERO) DJBB ............................................. 38

 DAFTAR LAMPIRAN

Lampiran 1 Struktur Organisasi PT PLN (PERSERO) DJBB

Lampiran 2 Surat Permohonan Penelitian Langsung

Lampiran 3 Surat Keterangan Penelitian Langsung

Lampiran 4 Kartu Bimbingan