Penerapan strategi marketing mix dalam meningkatkan volume penjualan pada PT. Etrading Securities Gallery Semarang

Oleh :
Andi Rizqi Yunawan - F3206012 - Fak. Ekonomi dan Bisnis

ABSTRACT The objective of research is to find out the role of marketing mix in increasing the sale volume of PT. eTrading Securities Gallery Semarang. In line with the problem and objective of research, the research method employed a descriptive qualitative method. The research was taken place in PT. eTrading Securities Gallery Semarang. Techniques of collecting data employed for finding out the increase of sale volume were literary study and field study including observation and interview. Meanwhile the technique of analyzing data used was descriptive qualitative analysis, that is, the one encompassing the data collection, display and conclusion drawing. Considering the research, it can be concluded: 1) PT. eTrading Securities is the first securities company using the online stock trading in Indonesia. 2) The Marketing Mix strategy used in the PT. eTrading Securities Gallery Semarang include: offering the new system in the transaction with HOTS; the lower price application and higher discount. The promotion implementation is divided into two: for the potential investor, the product offering is done via telephone, the offering proposal dispatch is done via e-mail, running the prospect directly in the offices, either private or public, opening the offer via internet to the blogs or official sites of PT eTrading Securities. For the investor joining, the promotion is done by holding Trading Competition and discount administration to the transaction fee. 3) The primary marketing area of PT. eTrading Securities Gallery Semarang includes Semarang, Tegal, Pekalongan, Salatiga, Temanggung, Jepara, and Demak. 4) The selection of Distribution Channel the PT. eTrading Securities Gallery Semarang uses is through the direct or short distribution channel, that is, the sale channel intended to the industrial user or final consumer without the intermediary. It also applies to other areas throughout Indonesia, and also perhaps the investor abroad. From the conclusion above, the writer recommends that PT. eTrading Securities Gallery Semarang should maintain or improve the existing marketing strategy, expand the marketing area and improve the service in the attempt of increasing the sale.