STRATEGI PEMASARAN GAS ELPIJI DALAM MENINGKATKAN JUMLAH PENJUALAN TABUNG ELPIJI KEMASAN 5,5 KG & 12 KG (Studi Kasus Pangkalan Gas Elpiji di Kota Palembang)

Abstract

Increasing the cost of 3 kg LPG gas subsidy by the government causes the government to
issue a policy of issuing non-subsidized LPG gas products that is 5.5 kg packaging in
addition to the existing 12 kg packaging. With the policy of Pertamina obliges LPG bases 3
kg subsidy to sell packaging product 5,5 kg and 12 kg. But the circumstances that occur
indicate that the consumption of packaging 5.5 kg and 12 kg is not too high so there is a
strategy to sell it.
The purpose ofthis research is to make the marketing strategy ofLPG gas in increasing the
sales amount of LPG tubes packing 5.5 kg and 12 kg.
The research method used is descriptive qualitative, by using SWOT analysis tool. The
research respondents are 3 kg LPG bases which also sell LPG packing 5.5 kg and 12 kg.
Based on the results ofresearch strategy that can be used is the product that is by combining
gas sales 3 kg and 5,5 kg / 12 kg in a small industry consumer, promotion that is by doing
socialization about profit obtained by using pack 5.5 kg / 12 kg from On using packaging 3
kg and place that is by closer to the consumer. As for the pricing strategy is not used because
it can not give impact to household consumers or small industries.
Keywords: Marketing strategy, sales