?url_ver=Z39.88-2004&rft_id=1916051054&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+STRATEGI+PEMASARAN+DALAM+MENINGKATKAN%0D%0AVOLUME+PENJUALAN+PROGRAM+PEMBANGUNAN+JARINGAN+GAS%0D%0ABUMI+UNTUK+PELANGGAN+RUMAH+TANGGA%0D%0A(Studi+pada+PT.+Perusahaan+Gas+Negara+Tbk+Area+Lampung)&rft.creator=MURNI+%2C+SARI&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Pembangunan+program+jaringan+gas+kota+merupakan+inisiatif+pemerintah+untuk%0D%0Amenggantikan+minyak+bumi+dengan+meningkatkan+penggunaan+gas+bumi+di+sektor%0D%0Arumah+tangga+dan+pelanggan+kecil+melalui+pengembangan+jaringan+pipa.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+penerapan+strategi+pemasaran+PT%0D%0APerusahaan+Gas+Negara+Tbk+Area+Lampung+dalam+meningkatkan+volume%0D%0Apenjualan+program+pembangunan+jaringan+gas+bumi+untuk+pelanggan+rumah%0D%0Atangga.+Jenis+penelitian+yang+digunakan+dalam+penelitian+ini+adalah+penelitian%0D%0Adeskriptif+dengan+pendekatan+kualitatif+dengan+teknik+pengumpulan+data+melalui%0D%0Awawancara%2C+observasi%2C+dokumentasi+dan+studi+kepustakaan.+Analisis+data+dalam%0D%0Apenelitian+ini+menggunakan+analisis+data+interaktif%2C+dan+teknik+keabsahan+data%0D%0Amenggunakan+triangulasi+sumber.+Penelitian+ini+berfokus+pada+strategi%0D%0ASegmenting%2C+Targeting%2C+dan+Positioning+(STP)+serta+bauran+pemasaran+(marketing%0D%0Amix)+7P+yang+terdiri+dari+Product+(produk)%2C+Price+(harga)%2C+Place%0D%0A(distribusi%2Ftempat)%2C+Promotion+(promosi)%2C+People+(SDM)%2C+Process+(proses)%2C+dan%0D%0APhysical+Evidence+(bukti+fisik).+Hasil+penelitian+menunjukkan+bahwa+PGN+Area%0D%0ALampung+menerapkan+strategi+pemasaran+dengan+menyediakan+produk%0D%0Aberkualitas+tinggi%2C+menawarkan+harga+yang+bersaing+dengan+produk+substitusi%2C%0D%0Amelakukan+promosi+di+berbagai+media%2C+pemasangan+jaringan+pipa+di+beberapa+titik%0D%0Apotensial%2C+SDM+yang+berkompeten+di+bidangnya%2C+proses+pelayanan+yang+baik%2C+dan%0D%0Aterdapat+sarana+dan+prasarana+yang+sangat+memadai.+Didukung+hasil+analisis%0D%0ASegmenting%2C+Targeting%2C+dan+Positioning+(STP)+strategi+pemasaran+yang+diterapkan%0D%0APGN+Area+Lampung+tersebut+mampu+membawa+peningkatan+volume+penjualan%0D%0Aprogram+jaringan+gas+rumah+tangga+yang+cukup+besar+sehingga+menambah+nilai%0D%0Akontribusi+perusahaan+dalam+memenuhi+kebutuhan+energi+masyarakat.%0D%0A%0D%0AKata+Kunci+%3A+Strategi+Pemasaran%2C+Gas+Bumi%2C+Volume+Penjualan%2C+Jaringan+Gas+Rumah+Tangga.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0Aabstract%0D%0A%0D%0AThe+development+of+the+city+gas+network+program+is+a+government+initiative+to%0D%0Areplace+petroleum+by+increasing+the+use+of+natural+gas+in+the+household+sector%0D%0Aand+small+customers+through+the+development+of+pipeline+networks.+This+research%0D%0Aaims+to+determine+the+implementation+of+the+marketing+strategy+of+PT+Perusahaan%0D%0AGas+Negara+Tbk+Lampung+Area+in+increasing+the+sales+volume+of+the+natural+gas%0D%0Anetwork+development+program+for+household+customers.+The+type+of+research%0D%0Aused+in+this+research+is+descriptive+research+with+a+qualitative+approach+with+data%0D%0Acollection+techniques+through+interviews%2C+observation%2C+documentation+and%0D%0Aliterature+study.+Data+analysis+in+this+research+uses+interactive+data+analysis%2C+and%0D%0Adata+validity+techniques+use+source+triangulation.+This+research+focuses+on+the%0D%0ASegmenting%2C+Targeting+and+Positioning+(STP)+strategy+as+well+as+the+7P+marketing%0D%0Amix+which+consists+of+Product+(product)%2C+Price+(price)%2C+Place+(distribution%2Fplace)%2C%0D%0APromotion+(promotion)%2C+People+(HR).+)%2C+Process+(process)%2C+and+Physical+Evidence%0D%0A(physical+evidence).+The+research+results+show+that+PGN+Area+Lampung%0D%0Aimplements+a+marketing+strategy+by+providing+high+quality+products%2C+offering%0D%0Acompetitive+prices+with+substitute+products%2C+carrying+out+promotions+in+various%0D%0Amedia%2C+installing+pipe+networks+at+several+potential+points%2C+competent+human%0D%0Aresources+in+their+fields%2C+good+service+processes%2C+and+there+are+very+adequate%0D%0Afacilities+and+infrastructure.+Supported+by+the+results+of+the+Segmenting%2C+Targeting%0D%0Aand+Positioning+(STP)+analysis%2C+the+marketing+strategy+implemented+by+PGN%0D%0ALampung+Area+was+able+to+bring+about+a+significant+increase+in+the+sales+volume%0D%0Aof+the+household+gas+network+program%2C+thereby+increasing+the+value+of+the%0D%0Acompany's+contribution+to+meeting+the+community's+energy+needs.%0D%0A%0D%0AKeywords+%3A+Marketing+Strategy%2C+Natural+Gas%2C+Sales+Volume%2C+Household+Gas+Networks.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+&rft.date=2024-01-08&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79186%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79186%2F3%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79186%2F2%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identi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