STRATEGI BAURAN PEMASARAN PRODUK PERTAMINA DEX PT PERTAMINA PATRA NIAGA REGIONAL II KOTA PALEMBANG

WAHYUNI, EVITA PUTRI TRI and Yunita, Dessy (2025) STRATEGI BAURAN PEMASARAN PRODUK PERTAMINA DEX PT PERTAMINA PATRA NIAGA REGIONAL II KOTA PALEMBANG. Diploma thesis, Sriwijaya University.

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Abstract

Pada setiap perusahaan memerlukan bauran pemasaran yang dirancang dengan strategi dan inovasi tertentu untuk memastikan keberlangsungan perusahaan dalam jangka Panjang. PT Pertamina Patra Niaga Regional II Kota Palembang adalah salah satu perusahaan yang bergerak di bidang distribusi dan pemasaran energi khususnya bahan bakar minyak (BBM). Strategi bauran pemasaran memiliki peran yang sangat penting dalam mencapai tujuan pemasaran dan memperkuat posisi pasar perusahaan. Laporan ini bertujuan untuk mengetahui bagaimana penerapan strategi bauran pemasaran pada produk Pertamina Dex di PT Pertamina Patra Niaga Regional II Kota Palembang. Hasil pada laporan menunjukan bahwa Pertamina Dex memiliki keunggulan dalam hal kualitas produk dengan kandungan sulfur yang rendah dan memenuhi standar EURO 4, namun harga yang tinggi dibandingkan bahan bakar diesel lain menjadi tantangan bagi konsumen yang sensitive terhdapa harga. Jaringan distribusi PT Pertamina Patra Niaga memang luas, namun ketersediaan Pertamina Dex di beberapa SPBU di Kota Palembang masih terbatas. Promosi melalui platform digital seperti MyPertamina, Instagram, Tiktok cukup efektif untuk menjangkau audiens muda, namun masih terbatas untuk segmen lain yang kurang aktif di media sosial. Saran PT Pertamina Patra Niaga Regional II Kota Palembang untuk memperluas distribusi dan menjangkau daerah dengan permintaan tinggi namun terbatas, serta peningkatan infrastruktur dan fasilitas di SPBU yang belum mendukung produk Pertamina Dex. Kata Kunci: Pemasaran, Strategi Bauran Pemasaran, Produk, Harga, Tempat, Promosi, DistribusiEvery company requires a marketing mix designed with specific strategies and innovations to ensure long-term sustainability. PT. Pertamina Patra Niaga Regional II in Palembang is one of the companies operating in the distribution and marketing of energy, particularly fuel oil (BBM). The marketing mix strategy plays a crucial role in achieving marketing objectives and strengthening the company's market position. This report aims to examine how the marketing mix strategy is implemented for the Pertamina Dex product at PT. Pertamina Patra Niaga Regional II in Palembang. The findings show that Pertamina Dex has a competitive advantage in product quality with low sulfur content, meeting EURO 4 standards. However, its higher price compared to other diesel fuels presents a challenge for price-sensitive consumers. While PT. Pertamina Patra Niaga has an extensive distribution network, the availability of Pertamina Dex at several gas stations in Palembang remains limited. Promotion through digital platforms such as MyPertamina, Instagram, and TikTok has been effective in reaching younger audiences, but it is still limited for other segments that are less active on social media. It is recommended that PT. Pertamina Patra Niaga Regional II in Palembang expand distribution to areas with high demand but limited availability, as well as improve infrastructure and facilities at gas stations that do not yet support Pertamina Dex." Keywords: Marketing, Marketing Mix Strategy, Product, Price, Place, Promotion, Distribution

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Pemasaran, Strategi Bauran Pemasaran, Produk, Harga, Tempat, Promosi, Distribusi
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography
Divisions:	01-Faculty of Economics > 63412-Secretarity (D3)
Depositing User:	Evita Putri Tri Wahyuni
Date Deposited:	18 Jul 2025 04:06
Last Modified:	18 Jul 2025 06:36
URI:	http://repository.unsri.ac.id/id/eprint/179196

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