?url_ver=Z39.88-2004&rft_id=1846051004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=+%0D%0AANALISIS+KEUNGGULAN+BERSAING+BERDASARKAN+MATRIKS%0D%0ABCG+(BOSTON+CONSULTING+GROUP)+PADA+PERUMDA+AIR+MINUM+%0D%0AWAY+RILAU+KOTA+BANDAR+LAMPUNG%0D%0A&rft.creator=+LINDAH+%2C+WIDYASTUTI&rft.subject=300+Ilmu+sosial&rft.subject=301+Sosiologi+dan+antropologi&rft.subject=303+Proses+sosial&rft.description=+%0D%0A%0D%0AABSTRAK+%0D%0AANALISIS+KEUNGGULAN+BERSAING+BERDASARKAN+MATRIKS%0D%0ABCG+(BOSTON+CONSULTING+GROUP)+PADA+PERUMDA+AIR+MINUM+%0D%0AWAY+RILAU+KOTA+BANDAR+LAMPUNG%0D%0A+%0D%0A%0D%0A++%0D%0ASuatu+Perusahaan+yang+didirikan+pada+umumnya+bertujuan+untuk+memperoleh%0D%0Akeuntungan+yang+besar%2C+salah+satu+caranya+adalah+dengan+meningkatkan+volume%0D%0Apenjualan+untuk+mengembangkan+dan+meningkatkan+bisnis+perusahaan.+Metode%0D%0Apengumpulan+data+yang+digunakan+adalah+metode+riset+lapangan+seperti+observasi%2C%0D%0Awawancara+dan+dokumentasi.+Jenis+penelitian+yang+dilakukan+adalah+penelitian%0D%0Adeskripif.+Pendekatan+pada+penelitian+ini+adalah+secara+kualitatif+dan+kuantitatif.%0D%0AKarena+data+deskriptif+berupa+tulisan+dan+data+penelitian+berupa+angka-angka.%0D%0ASumber+data+yang+digunakan+adalah+data+primer+dan+data+sekunder.++%0D%0AHasil+penelitian+dari+analisis+matriks+BCG+diketahui+Tingkat+Pertumbuhan+Pasar%0D%0A(TPP)+PERUMDA+Air+Minum+Way+Rilau+Kota+Bandar+Lampung+sebesar+8%25+dan%0D%0APangsa+Pasar+Relatif+(PPR)+sebesar+2%2C92x+dimana+nilai+pangsa+pasar+tersebut+lebih%0D%0Abesar+dari+1+(%3E1)+sehingga+berada+pada+kuadran+sapi+perah+(cash+cows)+yang%0D%0Aartinya+analisis+tingkat+pertumbuhan+pasar+rendah+dan+pangsa+pasarnya+yang%0D%0Atinggi.+Strategi+yang+dapat+digunakan+adalah+strategi+menanam+atau+harvest+ini%0D%0Abertujuan+untuk+mengurangi+investasi.+Untuk+memaksimalkan+keuntungan+pasar%0D%0Adan+memelihara+pangsa+pasar+yang+telah+dikuasai+dengan+fokus+terhadap+target%0D%0Apasar+agar+kedepannya+dapat+menjangkau+daerah-daerah+yang+saat+ini+masih%0D%0Abelum+terjangkau%2C+memperbaiki+kualitas+pelayanan+pelanggan+dan+meningkatkan%0D%0Apromosi+produk+secara+online+melalui+media+sosial+dalam+meningkatkan%0D%0Akeuntungan.+%0D%0A%0D%0AKata+Kunci+%3A+Matriks+BCG%2C+Strategi+Keunggulan+Bersaing%2C+PERUMDA+Air%0D%0AMinum+Way+Rilau+Kota+Bandar+Lampung.+%0D%0A%0D%0AABSTRACT+%0D%0AANALYSIS+OF+COMPETITIVE+ADVANTAGE+BASED+ON+THE+BCG%0D%0A(BOSTON+CONSULTING+GROUP)+MATRIX+AT+PERUMDA+AIR+MINUM+%0D%0AWAY+RILAU+KOTA+BANDAR+LAMPUNG+%0D%0A+%0D%0ABy+%0D%0ALINDAH+WIDYASTUTI+%0D%0AA+company+that+is+founded+generally+aims+to+obtain+large+profits%2C+one+way+is+to%0D%0Aincrease+the+volume+of+sales+made+by+the+company+as+its+main+goal%2C+the+strategy%0D%0Areally+needs+to+be+used+to+develop+and+improve+the+company's+business.+The+data%0D%0Acollection+method+used+is+field+research+methods+such+as+observation%2C+interviews%0D%0Aand+documentation.+This+type+of+research+is+descriptive+research.+The+approach+in%0D%0Athis+research+is+qualitative+and+quantitative%2C+because+descriptive+data+in+the+form%0D%0Aof+writing+and+research+data+in+the+form+of+numbers.+Sources+of+data+used+are%0D%0Aprimary+data%2C+data+obtained+directly+from+direct+observations+in+the+field+and+also%0D%0Aconducting+interviews+with+the+company+to+obtain+data+and+secondary+data+can+be%0D%0Aobtained+from+data+that+has+been+processed.+The+results+of+the+BCG+matrix%0D%0Aanalysis+show+that+the+Market+Growth+Rate+(TPP)+of+PERUMDA+Air+Minum+Way%0D%0ARilau+in+Bandar+Lampung+City+is+8%25+and+the+Relative+Market+Share+(PPR)+is%0D%0A2.92x+where+the+market+share+value+is+greater+than+1+(%3E+1)+so+it+is+in+the+cash%0D%0Acows+quadrant%2C+which+means+an+analysis+of+the+low+market+growth+rate+and+high%0D%0Amarket+share.+The+strategy+that+can+be+used+is+the+harvest+strategy%2C+which+aims+to%0D%0Areduce+investment.+To+maximize+market+profits+and+maintain+market+share+that%0D%0Ahas+been+controlled+by+focusing+on+the+target+market+so+that+in+the+future+it+can+%0D%0Areach+areas+that+are+currently+still+unreached%2C+improve+the+quality+of+customer+%0D%0Aservice+and+increase+product+promotion+online+through+social+media+in+increasing%0D%0Aprofits.+%0D%0A%0D%0AKeywords%3A+BCG+Matrix%2C+Competitive+Advantage+Strategy%2C+PERUMDA+Air%0D%0AMinum+Way+Rilau+Kota+Bandar+Lampung&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+POLITIK+&rft.date=2023-01-27&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69891%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69891%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F69891%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=+++LINDAH+%2C+WIDYASTUTI++(2023)++ANALISIS+KEUNGGULAN+BERSAING+BERDASARKAN+MATRIKS+BCG+(BOSTON+CONSULTING+GROUP)+PADA+PERUMDA+AIR+MINUM+WAY+RILAU+KOTA+BANDAR+LAMPUNG.++FAKULTAS+ILMU+SOSIAL+DAN+POLITIK+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F69891%2F