Kinerja Pemasaran PT. Perkebunan Nusantara III (Persero)

UTAN, Prof. Dr. Ir. Masyhuri; Prof. Dr. Ir. Dwidjono Hadi Darwanto M.S

2015 | Tesis | S2 MANAJEMEN AGRIBISNIS

Kinerja pemasaran PT. Perkebunan Nusantara III (Persero) meliputi analisis (1) kemampuan pemasaran dengan metode Structural Equation Modeling (SEM) dengan Confirmatory Factor Analysis (CFA), (2) Audit strategi pemasaran berdasarkan Strategic Marketing Plus 2000, dan (3) Pencapaian Pemasaran dengan metode statistik uji beda. Analisis kemampuan pemasaran menyisakan 12 indikator dan 4 kemampuan pemasaran komoditi CPO yaitu Pengembangan Produk (Product Development), Penjualan (Selling), Perencanaan Pemasaran (Marketing Planning), dan Implementasi Pemasaran (Marketing Implementation). Untuk komoditi Rubber tersisa 9 indikator dan 3 kemampuan pemasaran yaitu Penjualan (Selling), Perencanaan Pemasaran (Marketing Planning), dan Implementasi Pemasaran (Marketing Implementation). Pada komoditi CPO Kemampuan Penjualan (Selling) dan Implementasi Pemasaran (Marketing Implementation) dengan nilai hubungan saling mempengaruhi secara positif paling tinggi. Kemampuan Pengembangan Produk (Product Development) dan Implementasi Pemasaran (Merketing Implementation) dengan nilai hubungan saling mempengaruhi secara positif paling rendah. Untuk komoditi Rubber hubungan saling mempengaruhi secara positif paling tinggi yaitu kemampuan Penjualan (Selling) dan Implementasi Pemasaran (Marketing Implementation). Kemampuan Perencanaan Pemasaran (Marketing Planning) dan kemampuan Implementasi Pemasaran (Marketing Implementation) memiliki hubungan saling mempengaruhi secara positif paling rendah. Dengan metode Strategic Marketing Plus 2000 diketahui bahwa strategi pemasaran PT. Perkebunan Nusantara III relatif tertinggal (lagging behind) yang berarti tidak memiliki daya saing yang kompetitif. Analisis pencapaian pemasaran yang dilakukan terhadap komoditi CPO dan Rubber berdasarkan quantum dan nilai penjualan dapat tercapai sesuai rencana kecuali quantum penjualan Rubber

Marketing Performance PT. Perkebunan Nusantara III (Persero) consist the analysis of (1) the ability of marketing with Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFAs), (2) Audit marketing strategy based Strategic Marketing Plus 2000, and (3) Marketing achievement in statistic different test methods. The analysis result of marketing capabilities, remaining 12 indicators and 4 marketing capabilities of CPO commodity those are Product Development, Selling, Marketing Planning, and Marketing Implementation. For the Rubber commodity remaining 9 indicators and 3 marketing capabilities, namely Selling, Marketing Planning, and Marketing Implementation. On CPO commodity capability of Selling and Marketing Implementation has a highest positive correlations value. Capability of Product Development and Marketing Implementation has a lowest positive correlations value. For Rubber commodity a highest positive correlations are capability of Selling and Marketing Implementation. Marketing Planning and Marketing Implementation has a lowest positive correlations value. With the method of Strategic Marketing Plus 2000 is known that the marketing strategies of PT. Perkebunan Nusantara III is relatively lagging behind, which means it does not have a competitiveness. The analysis conducted on the marketing achievement CPO and Rubber based on quantum and value of sales can be achieved according to plan except quantum sales of Rubber

Kata Kunci : marketing capabilities, marketing strategy, marketing achievement, SEM and CFAs Prof