STRATEGI BAURAN PROMOSI MINYAK DEXLITE PT PERTAMINA PATRA NIAGA REGIONAL II KOTA PALEMBANG

SEPTIANTY, DEVINDA SARI and Nailis, Welly (2025) STRATEGI BAURAN PROMOSI MINYAK DEXLITE PT PERTAMINA PATRA NIAGA REGIONAL II KOTA PALEMBANG. Diploma thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis jenis-jenis strategi promosi yang diterapkan oleh PT. Pertamina Patra Niaga dalam memasarkan produk minyak Dexlite, khususnya di Region II Kota Palembang, serta mengevaluasi efektivitas promosi yang dilakukan. Metode yang digunakan adalah deskriptif kualitatif dengan pendekatan studi literature dan observasi strategi pemasaran perusahaan. Hasil analisis menunjukkan bahwa PT. Pertamina Patra Niaga menerapkan berbagai strategi promosi seperti Word of Mount Marketing, Public Relation, Direct Selling, Advertising, Sales Promotion, dan Digital Marketing melalui platform seperti Instagram, Tiktok, Youtube, dan aplikasi MyPertamina. Setiap strategi dipilih berdasarkan target konsumen, anggara promosi, dan respon pasar. Efektivitas strategi promosi dinilai melalui peningkatan penjualan Dexlite, peningkatan brand awareness, keterlibatan konsumen (customer engagement), dan loyalitas pelanggan. Berbagai strategi promosi terbukti secara efektif dalam memperkuat citra merek Dexlite sebagai bahan bakar diesel berkualitas tinggi dan ramah lingkungan. Penyesuaian strategi promosi dengan karakteristik pasar lokal seperti Kota Palembang juga menjadi faktor penting dalam pencapaian tujuan pemasaran. This study aims to analyze the types of promotional strategies implemented by PT Pertamina Patra Niaga in marketing Dexlite oil products, especially in Region II Palembang City, and evaluate the effectiveness of the promotions carried out. The method used is descriptive qualitative with a literature study approach and observation of the company's marketing strategy. The results of the analysis show that PT Pertamina Patra Niaga implements various promotional strategies such as Word of Mount Marketing, Public Relations, Direct Selling, Advertising, Sales Promotion, and Digital Marketing through platforms such as Instagram, Tiktok, Youtube, and the MyPertamina application. Each strategy is chosen based on the target consumer, promotional budget, and market response. The effectiveness of promotional strategies is assessed through increased sales of Dexlite, increased brand awareness, customer engagement, and customer loyalty. Various promotional strategies were proven effective in strengthening Dexlite's brand image as a high-quality and environmentally friendly diesel fuel. Adjustment of promotional strategies to the characteristics of local markets such as Palembang City is also an important factor in achieving marketing objectives. Keywords: Dexlite, Promotion Strategy, Pertamina Patra Niaga, Promotion Effectiveness, Digital Marketing, Brand Awareness, Palembang

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Dexlite, Strategi Promosi, Pertamina Patra Niaga, Efektivitas Promosi, Digital Marketing, Brand Awareness, Palembang.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	01-Faculty of Economics > 63412-Secretarity (D3)
Depositing User:	Devinda Sari Septianty
Date Deposited:	18 Jul 2025 02:07
Last Modified:	18 Jul 2025 02:07
URI:	http://repository.unsri.ac.id/id/eprint/179030

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