09. chapter i - preamble

8/2/2019 09. Chapter i - Preamble

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business opportunity in this town by selling goods like rice, cooking oil, mineral

water, snacks, tissue, cotton, sanitary napkins, and baby diapers, which are being

daily needs by every people. It has run its business for several years and shown its

developing performance from year to year. The success shown from its sales

volume, wider market share, and variety product that sold out.

Below is table of sales volume at CV. Mitra Distribusindo Utama from 2008

to 2010.

TABLE 1.1 SALES VOLUME AT CV. MITRA DISTRIBUSINDO UTAMA

IN 2008-2010

2008 2009 2010

BERAS SANIA, FORTUNE, TIGA BUN -Rp 1.277.250.332Rp 5.305.058.865Rp

M INYAK GORENG SA NIA 6.604.564.966Rp 6.004.285.735Rp 7.304.916.094Rp

NESTLE PURE LIFE 5.486.285.394Rp 7.828.614.551Rp 13.937.892.31Rp

SNA CK POW , NA BAT I, RICHEESE 2.807.754.276Rp 19.901.288.582Rp 19.193.529.51Rp

14.898.604.636Rp 35.011.439.200Rp 45.741.396.78Rp

HAPPY NAPPY -Rp 21.298.169Rp 1.370.138.642RpKA PA S KHA RISMA 322.240.954Rp 441.686.027Rp 637.271.777Rp

SOFTEX -Rp 4.479.045.838Rp 6.064.571.866Rp

TISSUE TESSA , M ULTI, DYNAST Y, BOBO 3.614.676.936Rp 4.733.350.460Rp 6.272.694.391Rp

3.936.917.890Rp 9.675.380.494Rp 14.344.676.67Rp

18.835.522.526Rp 44.686.819.694Rp 60.086.073.45Rp

TOTAL NON FOOD

GRAND TOTAL

PRODUCTS ALES VO LUME PER YEAR

F

O

O

D

TOTAL FOOD

N

O

N

FO

O

D

Source: CV. Mitra Distribusindo Utama, 2011

From the table 1.1 above, overall we can see that the sales volume was

increasing. However, for Sania cooking oil and Richeese Nabati snack products, the

sales was fluctuating. This condition was influenced by many factors such as

business competition, stock of product, and the most important is the customers.

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Customers satisfaction plays a big role in selling process of a product. For

that reason, company should offer a good product, competitive price, reachable

place for customer to buy the product, and do some promotion to attract them. The

other factors that can make consumer to buy our product are the services given by

companys people such as salesperson. Distribution process also takes part to give

them valuable satisfaction. It is also important to look up customers feedback

about the company both products and services so it can develop its business in the

future.

From the background above, writer is interested in analyzing the marketing

mix strategy applied by CV. Mitra Distribusindo Utama towards consumer

purchasing decision that will affect the sales volume.

B. Problems

From the description above, the main problem in this research are:

1. How do the factors of Marketing Mix influence the sales volume at CV. Mitra

Distribusindo Utama?

2. Which factors of Marketing Mix is the dominant factor in influencing the sales

volume at CV. Mitra Distribusindo Utama?

C. Problems Coverage

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In order to make this writing not deviate from target, writer feels important to

limit the problems becomes subsub problem that will be discussed. They are the

factors that directly influencing the sales volume at CV. Mitra Distribusindo Utama

such as Product, Price, Place, Promotion, People, Process, and Physical Evidence.

D. Purposes and Usage

1. Purposes

The purposes of this research are:

a. To know how the factors of Marketing Mix influence the sales volume at

CV. Mitra Distribusindo Utama.

b. To know the dominant factor of Marketing Mix in influencing the sales

volume at CV. Mitra Distribusindo Utama.

2. Usages

The usages of this research are:

a. For Company

This research is expected to be used as an input for CV. Mitra Distribusindo

Utama as a distributor in deciding the policy so that it can increase

consumer intention to purchase its product that will affect the sales in the

future.

b. For Writer

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This research is expected to give more knowledge and experiences in

practicing the theories that had been studied during a period of lecturing and

application in real condition.

c. For Public

This research is expected to support the implementation of development

programs especially in business field for community and for the next

investigators, it can be used as a reference for research.

E. Methodology

1. Research Method

In this research, writer uses descriptive method that describes the exact

situation and condition that happened at CV. Mitra Distribusindo Utama in

order to make it systematically, factual, and more description about facts.

According to Ronny Kountur, penelitian deskripsi adalah jenis penelitian

yang memberikan gambaran atau uraian atas keadaan sejelas mungkin tanpa

ada perlakuan terhadap obyek yang diteliti. (2007)

2. Data Source

a. Primary Data

Data primer adalah data yang dikumpulkan peneliti langsung dari

sumber utamanya. Misalnya, penelitian yang ingin mengetahui persepsi

konsumen terhadap suatu produk tertentu. Di sini, sumber utama data

adalah dari konsumen. (Kountur, 2007)

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In this research, writer makes observation and collects data from

questionnaires and interview result.

b. Secondary Data

Data sekunder adalah data yang bersumber dari hasil penelitian

orang lain yang dibuat untuk maksud yang berbeda. Data tersebut dapat

berupa fakta, tabel, gambar, dan lain-lain. (Kountur, 2007)

In this research, writer collects data from company document and

reports related to research problems.

3. Techniques of Data Analysis

a. Observation

According to Nur Indiantoro and Bambang Supomo, observasi yaitu

proses pencatatan perilaku subyek (orang), obyek (benda) atau kejadian

yang sistematik tanpa adanya pertanyaan atau komunikasi dengan individu-

individu yang diteliti. (2002)

In this research, writer makes observation to the marketing strategy

applied by CV. Mitra Distribusindo Utama and the customers response

toward the strategy.

b. Interview

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According to Nazir, interview is a process to get the information for

research purpose using interview ways by face to face between the

interviewer and the interview. (2000)

Writer interviews people related to this research such as Director,

Area Sales Manager (ASM), and Supervisor at CV. Mitra Distribusindo

Utama to know more about the applied strategy to attract consumers

intention.

c. Questionnaires

According to Nur Indrianto and Bambang Supomo, kuisioner adalah

pengumpulan data pada kondisi tertentu kemungkinan tidak memerlukan

kehadiran peneliti. Pertanyaan peneliti dan jawaban responden dapatdikemukakan secara tertulis melalui kuisioner. Teknik ini memberikan

tanggung jawab kepada responden untuk membaca dan menjawab

pertanyaan. (2002)

In this research, writer gives questionnaires to CV. Mitra

Distribusindo Utama customers in Pontianak, Singkawang, and Ketapang

areas.

d. Documentary Study

According to Nur Indiantoro and Bambang Supomo, data

dokumenter adalah jenis penelitian yang antara lain berupa faktur, jurnal,

surat-surat , notulen, hasil rapat, memo bahkan dalam bentuk laporan

program. (2002)

In this research, writer collects data from company document and

reports related to research problems.

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e. Literature Study

This method is conducted by studying and collecting data from

literature book. Writer uses literatures book connected with the research.

4. Population and Sample

a. Population

According to Ronny Kountur, populasi adalah kumpulan

menyeluruh dari suatu obyek yang merupakan perhatian peneliti. Obyek

penelitian dapat berupa makhluk hidup, benda, sistem dan prosedurm

fenomena, dan lain-lain. (2007)

Population in this research is all customers of CV. Mitra

Distribusindo Utama. The amount of this population is about 900 to 1.000

customers.

b. Sample

According to Ronny Kountur, sampel adalah bagian dari populasi.Pada umumnya, kita tidak bisa mengadakan penelitian kepada seluruh

anggota dari suatu populasi karena terlalu banyak. Apa yang bisa kita

lakukan adalah mengambil beberapa representatif dari suatu populasi dankemudian diteliti. Representatif dari populasi ini yang dimaksud dengan

sampel. (2007)

In this research, writer uses purposive sampling method. From this

method writer got 50 customers as the respondents.

According to Ronny Kountur, purposive sampling adalah teknik

sampling yang digunakan peneliti jika mempunyai pertimbangan-

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pertimbangan tertentu dalam pengambilan sampelnya atau penentuan

sampel untuk tujuan tertentu. (2007)

5. Research Variables

Research variables in this paper are:

a. Product

According Medha Behera, product is anything that can be offered to

a market for attention, acquisition, uses, or consumption that might satisfy a

want or need. It includes physical objects, services, persons, places,

organizations, and ideas. (2008)

b. Price

According Medha Behera, pricing must be competitive and must

entail profit. The pricing strategy can comprise discounts, offers and the

like. (2008)

c. Place

According to Medha Behera, place refers to the place where the

customers can buy the product and how the product reaches out to that

place. This is done through different channels, like Internet, wholesalers

and retailers. (2008)

d. Promotion

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According to Medha Behera, promotion includes the various ways

of communicating to the customers of what the company has to offer. It is

about communicating about the benefits of using a particular product or

service rather than just talking about its features. (2008)

e. People

According to Medha Behera, people refer to the customers,

employees, management and everybody else involved in it. It is essential

for everyone to realize that the reputation of the brand that you are involved

with is in the people's hands. (2008)

f. Process

According to Medha Behera, process refers to the methods and

process of providing a service and is hence essential to have a thorough

knowledge on whether the services are helpful to the customers, if they areprovided in time, if the customers are informed in hand about the services

and many such things. (2008)

g. Physical Evidence

According to Medha Behera, physical Evidence refers to the

experience of using a product or service. When a service goes out to the

customer, it is essential that you help him see what he is buying or not. For

example- brochures, pamphlets etc serve this purpose. (2008)

6. Data Analysis

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According to Nur Indrianto and Bambang Supomo, paradigma kualitatif

merupakan paradigma penelitian yang menekankan pada pemahaman mengenai

masalah-masalah dalam kehidupan sosial berdasarkan realitas atau natural

setting yang holistis, kompleks dan rinci. (2002)

In this research, writer uses qualitative analysis by analyzing the data

based on observation, interview result and the answers to the questionnaires

given. Writer will group them based on the existing criteria then sum them up

to find out the percentage and then make some conclusion.

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09. chapter i - preamble

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