Universitas Lampung
ABSTRACT:
PT Rachmat and Family is one of the appointed agent of PT Pertamina (Persero) Unit Marketing II, via PT Masulaagung Garbhamas to market gas in the area of Bandar lampung. Problems faced by PT Rachmat and Family is that during the years 2001-2004 the market share that can achieve an average of 4.56 percent per year with a tendency to decrease each year. In addition to external factors (inflation, among others, the amount of gas supply, income perkapita), this condition is also caused by internal factors, among mixture marketing strategies that run the company. Shows the distribution costs increased an average of
1.33 percent while the cost of the campaign decreased 1.64 percent percaturwulan, while the average selling price increased by 5.28 percent percatur-Wulan. The problem is formulated in penuli-san this thesis is whether the marketing strategies that run PT and Family Rachmat increase in the volume of gas sales Sophan Syaifiul influenced by factors factor prices, the cost of distribution and promotion costs ..
The purpose of writing this is to understand the influence of factor prices, the cost of distribution and promotion costs of the sales volume of gas which run PT Rachmat and Family in an effort to implement marketing strategies. Hypothetical proposed gas sales volume is being run elpiji PT Rachmat and Family affected by the price factor, the cost of distribution and
cost of the campaign. Analysis tool used is regression linier berganda.Hasil research dikatahui gas sales volume elpiji run PT Rachmat and Family affected by the price factor, the cost of distribution and promotion costs,
so that the hypothetical asked acceptable. This is known from the test results where the value of F calculated F (44.131)> F table (4.07) so that Ho refused and Ha is received, which means that overall prices, the cost of distribution, and promotion costs significantly affect the volume of gas sales in the elpiji PT Rachmat And Family in the 95% level of trust. With nilaiR-Square is 0.943 and the size of the selling price of donations, the cost of distribution, promotion and cost of sales volume in the gas elpiji PT Rachmat and Family is 94.30 percent while the remaining 5.70 percent is influenced by other factors. Level elastistas largest campaign in the cost of 0.459 followed by 0.357 distribution costs,
while the selling price negatf of -0.727.
Keywords: MARKETING STRATEGY
Subject: MARKETING
