DAFTAR ISI

LEMBAR PERSETUJUAN ............................................................................................... i

LEMBAR PERSETUJUAN SIDANG ............................................................................... ii

LEMBAR PENGESAHAN ............................................................................................... iii

ABSTRAK ......................................................................................................................... iv

PERNYATAAN ORISINALITAS ................................................................................... v

KATA PENGANTAR ....................................................................................................... vi

DAFTAR ISI ...................................................................................................................... viii

DAFTAR TABEL .............................................................................................................. xi

DAFTAR GAMBAR ........................................................................................................ xii

BAB I PENDAHULUAN

A. Latar Belakang ............................................................................................... 1

B. Identifikasi masalah ....................................................................................... 4
C. Pembatasan masalah ...................................................................................... 7
D. Rumusan masalah .......................................................................................... 7
E. Tujuan Penelitian ........................................................................................... 8
F. Metode Penelitian ........................................................................................... 8
G. Sumber Data ..................................................................................................... 9
H. Tekhik analisis ................................................................................................ 9
I. Sistematika penulisan .................................................................................... 11
J. Manfaat Penelitian ........................................................................................... 12

BAB II LANDASAN TEORI

A. Pengertian Pemasaran ...................................................................................... 14

B. Tujuan Pemasaran ........................................................................................... 20

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 C. Konsep Pemasaran ........................................................................................... 22
D. Strategi Pemasaran .......................................................................................... 23
E. Jenis Jenis Pemasaran .................................................................................... 32
F. Marketing Mix ................................................................................................. 36
G. Analisis SWOT ................................................................................................ 38
H. Analisis Lingkungan Eksternal ....................................................................... 43
1. Analisis Lingkungan Makro .................................................................... 43
2. Analisis Lingkungan Mikro .................................................................... 44
I. Analisis Lingkungan Internal .......................................................................... 50
J. Kerangka Berpikir ........................................................................................... 60
K. Metodologi ...................................................................................................... 60
1. Lokasi Penelitian ...................................................................................... 61
2. Metode Penelitian Data ........................................................................... 61
3. Jenis dan Sumber Data ............................................................................. 62
4. Metode Analisa Data ................................................................................ 63
L. Definisi Operasional Variabel ........................................................................... 66

BAB III GAMBARAN UMUM PERUSAHAAN

A. Sejarah PT. Nitya Nandha Cileungsi ................................................................. 68

B. Lokasi PT. Nitya Nandha Cileungsi .................................................................. 69
C. Visi dan Misi Perusahaan .................................................................................. 69
1. Visi ............................................................................................................. 69
2. Misi ............................................................................................................. 70
D. Strategi Perusahaan .......................................................................................... 72
E. Struktur Organisasi dan Pembagian Tugas ...................................................... 74
F. Job Description ............................................................................................... 80

BAB IV

A. Deskripsi Data Penelitian .............................................................................. 95

B. Analisis Deskriptif .......................................................................................... 95

C. Analisis strategi TOWS atau SWOT PT. Nitya Nandha ................................. 109

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 D. IFAS (Internal Factors Analysis Summary)..................................................... 114

E. EFAS (Eksternal Factors Analysis Summary) ................................................ 115

F. Matriks SWOT .................................................................................................. 117

BAB V

A. Kesimpulan ..................................................................................................... 121

B. Saran-saran ...................................................................................................... 122

DAFTAR PUSTAKA ....................................................................................................... 123

DAFTAR RIWAYAT HIDUP ......................................................................................... 127

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 DAFTAR TABEL

Tabel 2.1 EFAS.................................................................................................................... 36

Tabel 2.2 IFAS ................................................................................................................... 39

Tabel 2.3 Matriks SWOT ................................................................................................... 43

Tabel 4.1 Daftar harga seragam di PT. Nitya Nandha Cileungsi ......................................... 73

Tabel 4.2 Data penjualan garment pada PT. Nitya Nandha Cileungsi , 2013-2015 ........... 73

Tabel 4.3 Daftar Tingkat pendidikan Karyawan PT. Nitya Nandha Cileungsi ................... 74

Tabel 4.4 Daftar umur karyawan PT. Nitya Nandha Cileungsi ........................................... 75

Tabel 4.5 : Faktor pemilihan tempat PT. Nitya Nandha Cileungsi ...................................... 79

Tabel 4.6 Analisis SWOT pada PT. Nitya Nandha Cileungsi ............................................. 82

Tabel 4.7 IFAS (Internal Factors Analysis Summary) ........................................................ 83

Tabel 4.8 EFAS (Eksternal Factors Analysis Summary) .................................................... 84

Tabel 4.9 Matriks SWOT .................................................................................................... 86

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 DAFTAR DIAGRAM

Diagram 1.1 analisis SWOT ................................................................................................ 8

Diagram 2.1 Proses perencanaan SWOT ............................................................................ 30

Diagram 2.2 Analisis dan diagnosis .................................................................................... 40

Diagram 2.3 Diagram analisis SWOT ................................................................................ 42

Diagram 2.4 Kerangka Berpikir .......................................................................................... 44

Diagram 3.1 Struktur Organisasi PT. Nitya Nandha Cielungsi ............................................ 57

Diagram 3.2 Struktur Organisasi QA ................................................................................... 58

Diagram 3.3 Struktur Organisasi Finishing ......................................................................... 58

Diagram 3.4 Struktur Organisasi Sewing Line ................................................................... 58

Diagram 3.5 Struktur Organisasi Cutting ............................................................................ 59

Diagram 3.6 Struktur Organisasi Gudang ............................................................................ 59

Diagram 4.1 Diagram alur penerimaan order .................................................................... 76

Diagram 42 Cartesius PT Nitya Nandha Cileungsi ............................................................. 85

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