?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+PENGARUH+BAURAN+PEMASARAN+DAN+SEGMENTASI%0D%0APASAR+TERHADAP+VOLUME+PENJUALAN+BENIH+PADI+HIBRIDA%0D%0ABERNAS+PRIMA+PRODUKSI+PT+SUMBER+ALAM+SUTERA&rft.creator=0714021054%2C+Ledy+Tri+Dhamayanti&rft.subject=+&rft.description=Abstrak%0D%0A%0D%0APT+Sumber+Alam+Sutera+merupakan+satu-satunya+perusahaan+swasta+yang%0D%0Amemproduksi+benih+padi+hibrida+Bernas+Prima+di+Propinsi+Lampung.+PT+Sumber%0D%0AAlam+Sutera+adalah+perusahaan+swasta+yang+bekerja+sama+dengan+pemerintah%0D%0Auntuk+melaksanakan+program+BLBU+(Bantuan+Langsung+Benih+Unggul).%0D%0APenelitian+ini+bertujuan+untuk+melihat+pengaruh+bauran+pemasaran+dan+segmentasi%0D%0Apasar+terhadap+volume+penjualan+benih+padi+hibrida+Bernas+Prima+produksi+PT%0D%0ASumber+Alam+Sutera.+Penelitian+ini+dilakukan+dengan+metode+survey.+Analisis%0D%0Adata+yang+digunakan+adalah+analisis+kualitatif+(deskriptif)+dan+analisis+kuantitatif%0D%0A(statistik).+Alat+analisis+yang+digunakan+dalam+analisis+kuantitatif+adalah+analisis%0D%0Aregresi+linier+berganda+dan+analysis+ofvariance+(ANOVA).%0D%0AHasil+dari+penelitian+ini+menunjukkan+bahwa+%3A+(1)+Bauran+pemasaran+yang+nyata%0D%0Amempengaruhi+volume+penjualan+benih+padi+hibrida+Bernas+Prima+produksi+PT%0D%0ASumber+Alam+Sutera+adalah+bauran+harga+benih+padi+hibrida+PT+Sumber+Alam%0D%0ASutera+(XI)%2C+bauran+promosi+(X2)%2C+dan+bauran+distribusi%2Ftempat+(saluran%0D%0Apemasaran)+(X3)%3B+dan+(2)+Hasil+uji+analysis+ofvariance+(Anova)+menunjukkan%0D%0Abahwa+terdapat+perbedaan+yang+signifikan+antara+volume+penjualan+pada+segmen%0D%0Aritel+(free+market)%2C+BLBU+SLPTT+dan+BLBU+non+SLPTT+sehingga+ketiga+segmen%0D%0A(ritel%2C+BLBU+SLPTT%2C+dan+BLBU+non+SLPTT)+berpengaruh+terhadap+volume%0D%0Apenjualan.%0D%0AKata+kunci+%3A+Bauran+pemasaran%2C+segmentasi+pasar%2C+volume+penjualan%2C+benih+padi%0D%0Ahibrida%2C+Bernas+Prima%2C+PT+Sumber+Alam+Sutera%0D%0A%0D%0A%0D%0AAbstract%0D%0A%0D%0APT+Sumber+Alam+Sutera+is+the+only+one+private+companies+which+produce+of%0D%0ABernas+Prima+hybrid+rice+seed+in+Lampung+Province.+PT+Sumber+Alam+Sutera+is%0D%0Aa+private+companies+which+cooperation+with+government+to+implement+the%0D%0Aprogram+BLBU+(Bantuan+Langsung+Benih+Unggul).+This+research+aims+to+view%0D%0Ainfluence+of+marketing+mix+and+market+segmentation+towards+volume+sales+of%0D%0ABernas+Prima+hybrid+rice+seed+produce+PT+Sumber+Alam+Sutera.+This+research%0D%0Awas+conducted+by+survey+method.+Analysis+of+the+data+used+is+the+analysis+of%0D%0Aqualitative+(descriptive)+and+quantitative+analysis+(statistics).+Analysis+tools+used%0D%0Ain+quantitative+analysis+is+multiple+linear+regression+analysis+and+analysis+of%0D%0Avariance+(ANOVA).%0D%0AThe+results+of+this+research+indicate+that%3A+(1)+Real+marketing+mix+affects+the+sales%0D%0Avolume+of+hybrid+rice+seed+production+Bernas+Prima+PT+Sumber+Alam+Sutera+is+a%0D%0Amix+of+hybrid+rice+price+of+PT+Sumber+Alam+Sutera+(XI+)%2C+the+promotion+mix%0D%0A(X2)%2C+and+the+mix+of+distribution+%2F+place+(channel+marketing)+(X3)%3B+and+(2)+The%0D%0Aresults+of+analysis+ofvariance+(ANOVA)+showed+that+there+are+significant%0D%0Adifferences+between+the+volume+of+sales+in+the+retail+segment+(free+market)%2C+BLBU%0D%0ASLPTT+and+BLBU+non+SLPTT+segment+so+that+all+three+segments+(retail%2C+BLBU%0D%0ASLPTT%2C+and+non+SLPTT+BLBU)+effect+on+sales+volume.%0D%0AKeywords%3A+Marketing+mix%2C+market+segmentation%2C+sales+volume%2C+hybrid+rice%2C%0D%0ABernas+Prima%2C+PT+Sumber+Alam+Sutera&rft.date=2012-03-03&rft.type=Skripsi&rft.type=PeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F1%2Fabstract.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F2%2Fabstrak.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F3%2Fcover.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F4%2Fdaftar%2520gambar.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F5%2Fdaftar%2520isi.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F6%2Fdaftar%2520pustaka.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F7%2Fgambaran%2520umum.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F8%2Fkesimpulan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F9%2Fhasil%2520dan%2520pembahasan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F10%2Fmetode.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F11%2Fpendahuluan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F12%2Fpengesahan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F13%2Friwayat%2520hidup.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F12413%2F14%2Fsanwacana.pdf&rft.identifier=++0714021054%2C+Ledy+Tri+Dhamayanti++(2012)+ANALISIS+PENGARUH+BAURAN+PEMASARAN+DAN+SEGMENTA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