STRATEGI PENJUALAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI EKSPOR PUPUK UREA PT PUPUK SRIWIDJAJA PALEMBANG

MISNASARI, LENI and Sriati, Sriati and Lifianthi, Lifianthi (2025) STRATEGI PENJUALAN DAN FAKTOR-FAKTOR YANG MEMPENGARUHI EKSPOR PUPUK UREA PT PUPUK SRIWIDJAJA PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

PT Pusri Palembang exports urea fertilizer to various countries in Southeast Asia, namely Vietnam, Thailand, the Philippines, Malaysia and also countries outside Southeast Asia, namely Australia, Chile, Peru, the United States, Taiwan, the United Kingdom and various other countries with a fairly low volume compared to the demand and consumption of urea worldwide. The objectives of this study are (1) To analyze the internal and external environment that affects the sales of PT Pusri Palembang's Urea Fertilizer Export. (2) To formulate and explain strategies that can be used by PT Pusri Palembang in the export sale of urea fertilizer. (3) To analyze the factors that affect the sales performance of commercial urea fertilizer sales carried out through export activities at PT Pusri Palembang. This research was conducted at PT Pusri Palembang in November 2024 – March 2025. The research method used is a case study using secondary data on urea fertilizer exports. The sample withdrawal method used is purposive sampling by determining data taken from 2005-2023 obtained directly from PT Pusri Palembang. The analysis used in this study is external and internal environmental analysis, STV Triangle and SWOT analysis as well as multiple linear regression analysis. The results of this study are (1) PT Pusri Palembang has a number of supporting internal environmental factors, namely exporting to reach the international market and expanding the customer base and has a large production capacity. (2) PT Pusri Palembang implements STV-Triangle, namely Strategy (targeting, segmenting and positioning), tactics (Differentiation, Marketing Mix and Selling) and Value (Brand, Service and Process) in various sectors. The results of the SWOT analysis show that PT Pusri Palembang is in quadrant IV, which means that this company is in a Growth and Build position. This position shows that the company has quite solid strength and there are also opportunities in the market that can be exploited. And based on the Cartesian diagram that PT Pusri Palembang is in quadrant I is an aggressive growth strategy (Growth-Oriented Strategy). (3) The factor that has a significant effect on the export volume of urea fertilizer of PT Pusri Palembang is the production of urea fertilizer of PT Pusri Palembang which has a positive influence.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Determinasi, ekspor, pupuk urea, STV-Triangle
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing S Agriculture > S Agriculture (General) > S631-667 Fertilizers and improvement of the soil
Divisions:	05-Faculty of Agriculture > 54101-Agribusiness (S2)
Depositing User:	Leni Misnasari
Date Deposited:	22 Jul 2025 02:37
Last Modified:	22 Jul 2025 02:37
URI:	http://repository.unsri.ac.id/id/eprint/179449

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