Analisis Strategi Pemasaran terhadap Peningkatan Penjualan Minyak Kelapa Sawit (Studi Kasus PT Perkebunan Nusantara IV Regional 6)

Abstract

This study aims to determine and analyze internal and external factors that are strengths, weaknesses, opportunities and threats for marketing and how the right CPO marketing strategy is at PTPN I Regional 6. The population in this study were all management employees who worked at the Office of PT Perkebunan Nusantara I Regional 6 Langsa Aceh Timur totaling 62 people and also became the sample in this study. The sampling technique in this study was total sampling. Data collection used a questionnaire. The analysis technique used SWOT analysis with IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices. The overall result of the total IFAS value was 0.78. In this case, it indicates that PT Perkebunan Nusantara IV Regional 6 has good strength in its operations. The results of the multiplication of weights and branches obtained the overall total value of 1.03 for EFAS. This shows that PT Perkebunan Nusantara IV Regional 6 is in a good position and does not rule out the possibility of remaining alert to future threats.