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TUGAS AKHIR
Diajukan untuk Memenuhi Syarat-syarat Mencapai Derajat
Ahli Madya Manajemen Pemasaran
Oleh :
Reza Adi Pradana
F3213051
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HALAMAN JUDUL
TUGAS AKHIR
Oleh :
F3213051
2016
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ABSTRAK
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ABSTRACT
THE APPLICATION OF MARKETING STRATEGY FOR LOVEBIRD BIRD FEED PRODUCT IN PT.
GOLD COIN BOYOLALI
By:
Reza Adi Pradana
F3213051
Gold Coin Indonesia Company is a private company operating in bird feed sector,
located in Boyolali, Central Java.
This research aimed to get a more in-depth description and understanding on
marketing strategy in PT. Gold Coin Indonesia using research strategies including
Advertising, Promotion Selling, Publicity, and Personal Selling.
The research method used in this final project was descriptive one in which the
author observed the research object and described an actual condition existing in the object
of research. The data used in this research included primary and secondary data. Primary
data was obtained from direct interview with those competent in PT. Gold Coin Indonesia,
while secondary data was obtained from references and data of PT. Gold Coin Indonesia
relevant to the subject matter studied.
From the result of research, it could be concluded that PT. Gold Coin Indonesia used
marketing strategy by means of posting advertisement in daily newspaper, making selling
promotion with Sales help, and becoming sponsor in an event held by others by means of
personal selling or meeting the prospect customer directly by means of persuading them.
From the conclusion above, the writer recommended the company to hold training
once in three months to the salesmen in order to improve their persuading ability.
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HALAMAN PERSETUJUAN
NIP. 195911271986011001
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HALAMAN PENGESAHAN
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MOTTO:
Allah SWT
Sahabat-sahabatku Tersayang
Maret Surakarta
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KATA PENGANTAR
Puji syukur penulis panjatkan kehadirat Allah SWT yang telah melimpahkan
Rahmat dan Karunia-Nya sehingga Laporan Tugas Akhir dengan Judul Penerapan
Strategi Pemasaran Produk Pakan Burung Lovebird pada PT. Gold Coin
Tugas akhir ini disusun untuk memenuhi syarat-syarat Mencapai Gelar Ahli
Madya pada Program Diploma 3 Program Studi Manajemen Bisnis Fakultas Ekonomi
1. Allah SWT atas limpahan rahmat , hidayah serta karunia-Nya yang tiada terhitung
jumlahnya
2. Dr. Hunik Sri Runing Sawitri, M.Si selaku Dekan Fakultas Ekonomi dan Bisnis
3. Drs. Moh Amien Gunadi, MP selaku Ketua Program Studi Diploma III
Surakarta
4. Bapak Drs. Dwi Hastjarja K B,MM selaku dosen pembimbing yang telah
5. Kedua orang tuaku tercinta yang selalu mendoakan, memotivasi sehingga penulis
kalian.
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ini.Untuk itu penulis mengharapkan kritik dan saran yang membangun. Namun
demikian, karya sederhana ini diharapkan dapat bermanfaat bagi pihak-pihak yang
membutuhkan
Surakarta,
Penulis
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DAFTAR ISI
Halaman
HALAMAN JUDUL ................................................................................................................. i
ABSTRAK ................................................................................................................................ ii
HALAMAN PERSETUJUAN..................................................................................................iii
HALAMAN PENGESAHAN................................................................................................... v
MOTTO DAN PERSEMBAHAN ............................................................................................vi
KATA PENGANTAR ............................................................................................................ viii
DAFTAR ISI..............................................................................................................................x
DAFTAR TABEL.....................................................................................................................ix
DAFTAR GAMBAR .................................................................................................................x
BAB I PENDAHULUAN ......................................................................................................... 1
A. Latar Belakang Masalah................................................................................................ 1
B. Rumusan Masalah ......................................................................................................... 3
C. Tujuan Penelitian .......................................................................................................... 4
D. Manfaat Penelitian ........................................................................................................ 4
E. Metode Penelitian ......................................................................................................... 5
BAB II LANDASAN TEORI ................................................................................................... 8
A. Pemasaran ........................................................................................................................ 8
B. Customer Relathionship Managemen ............................................................................ 18
C. Managemen Strategi 24
BAB III PEMBAHASAN ....................................................................................................... 27
A. ............................................................................................................................
Gambaran Umum Perusahaan ...................................................................................... 28
B. Laporan Magang Kerja................................................................................................... 33
C. Pembahasan Masalah .................................................................................................. 34
BAB IV PENUTUP ................................................................................................................ 40
A. Simpulan ........................................................................................................................ 40
B. Saran ............................................................................................................................... 41
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DAFTAR TABEL
TABEL HALAMAN
3.1 Laporan Magang Kerja PT. Gold Coin Boyolali 34-35
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DAFTAR GAMBAR
GAMBAR HALAMAN
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