UMASUGI, MARSELINA (2019) ANALISIS STRATEGI MARKETING PADA INDUSTRI JASA FREIGHT FORWARDING DENGAN METODE MCDM - AHP. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The impact of trade and technological development is increasingly seen increasingly fierce competition in the industry of freight services, necessitating alternative strategies that can create sustainable competitive advantage. PT Janani Abadi Line is a company that serves freight has focused on the scope of cargo with shipping by sea (sea freight), land (inland) or air (air freight). In this study aims to conduct industrial strategy formulation for freight services (freight forwarding), using the model of strategy formulation Fred R. David (David, 2011). The formulation of the strategy requires the identification of factors internal and external strategic accurately. Identification of factors will be carried out through a questionnaire stakeholders of the company, which would then be processed by using AHP (Analytical Hierarchy Process). From the analysis chosen strategy with the greatest value of Method Analytical Hierarchy Process. The greatest value is the Price in the amount of 0,58 followed by Quality of 0,53. Then the third is Service with value of 0,32. While the latter alternative strategy is the Method/ with value is 0,22. The results showed that this PT Janani Abadi Line not has been taking advantage of the opportunities that exist to the full. The strategy adopted by PT Janani Abadi Line is not fully with good marketing strategy, so the PT Janani Abadi Line must implement strategies that are appropriate for use in the optimization of competitiveness through the management of companies in evaluating and implementing a strategy which must be carried out. To improve the marketing strategy and increase the facilities of the services in order to provide the satisfaction and the wish of the customers of PT Janani Abadi Line. Keyword: Analytical Hierarchy Process, Fred R. David Strategy Model, Corporate Strategy Formulation. Dampak dari perkembangan perdagangan dan teknologi saat ini semakin terlihat persaingan yang semakin ketat diindustri jasa pengiriman barang, sehingga diperlukan strategi – strategi alternatif yang mampu menciptakan daya saing yang sustainable. PT Janani Abadi Line adalah perusahaan yang melayani jasa pengiriman barang yang fokus pada ruang lingkup cargo dengan pengiriman melalui darat (inland) dan laut (sea freight). Dalam penelitian ini bertujuan untuk melakukan formulasi strategi untuk industri jasa pengiriman barang (freight forwarding), dengan menggunakan model perumusan strategi Fred R. David (David, 2011). Perumusan strateginya mensyaratkan identifikasi faktor – faktor strategis internal dan eksternal marketing secara akurat. Identifikasi faktor – faktor akan dilakukan melalui kuesioner, yang selanjutnya akan diolah dengan menggunakan metode AHP (Analytical Hierarchy Process). Dari hasil analisis didapatkan strategi terpilih dengan nilai bobot terbesar. Nilai bobot yang terbesar adalah Biaya yaitu sebesar 0,58 diikuti oleh Kualitas sebesar 0,53. Kemudian urutan ketiga yaitu Pelayanan dengan nilai bobot sebesar 0,32. Sementara alternatif strategi terakhir adalah Cara/Metode Pengiriman dengan nilai bobot yaitu 0,22. Hasil penelitian menunjukkan bahwa saat ini PT Janani Abadi Line belum memanfaatkan peluang yang ada secara maksimal. Strategi yang diterapkan oleh PT Janani Abadi Line belum sepenuhnya menggunakan strategi pemasaran yang baik, untuk itu PT Janani Abadi Line harus mengimplementasikan strategi yang cocok digunakan adalah dalam pengoptimalan daya saing dengan mengelola perusahaan dengan mengevaluasi dan melakukan strategi yang harus di capai. Kata Kunci : Analytical Hierarchy Process, model perumusan strategi Fred R. David, formulasi strategi, industri jasa pengiriman barang (freight forwarding).
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