Escolar Documentos
Profissional Documentos
Cultura Documentos
Disusun Oleh:
NIM : 201412119
Kelas : 5 C Akuntansi/Reguler
2016
KATA PENGANTAR
menyelesaikan makalah ini. Sholawat serta salam tak lupa kami haturkan kepada
junjungan Nabi besar Muhammad SAW beserta keluarga, dan para sahabatnya.
Kami menyadari bahwa makalah ini masih jauh dari sempurna. Tetapi
menambah pengetahuan tentang dunia bisnis dan semoga makalah ini dapat
ini.
Penulis
ii
DAFTAR ISI
HALAMAN JUDUL................................................................................................ i
DAFTAR ISI..........................................................................................................iii
ABSTAK ..................................................................................................................v
BAB I PENDAHULUAN
1.1 Latar Belekang ...............................................................................................1
BAB II KAJIAN TEORI
2.1 Penelitian Terdahulu .....................................................................................5
2.2 Landasan Teori ..............................................................................................8
2.2.1 Pemasaran ............................................................................................8
2.2.2 Strategi Pemasaran ...............................................................................9
1.Segmentasi ...........................................................................................10
2.Targeting ..............................................................................................12
3.Positioning ...........................................................................................12
2.2.3 Bauran Pemasaran .................................................................................14
2.2.4 Analisis SWOT .....................................................................................15
2.2.5 Analisis Porter .......................................................................................17
2.2.6 Konsep Refrensi Pelanggan ..................................................................19
2.2.7 Kualitas Pelayanan ................................................................................21
2.3 Asumsi ..........................................................................................................23
BAB III METODELOGI
3.1 Pendekatan Penelitian .....................................................................................24
3.2 Metode Penelitian............................................................................................24
3.3 Lokasi dan Waktu Penelitian ..........................................................................25
BAB IV HASIL DAN PEMBAHASAN
iii
4.1 Hasil Pembahasan ............................................................................................26
4.1.1 Profil PT Garuda Indonesia Tbk .........................................................26
4.1.2 Sejarah PT Garuda Indonesia Tbk ......................................................28
4.1.3 Analisis Strategi Pemasaran PT Garuda Indonesia Tbk ....................33
4.1.4 Analisis Bauran Pemasaran PT Garuda Indonesia Tbk ......................36
4.1.5 Analisis Aspek Inter & Ekster PT Garuda Indonesia Tbk ..................38
4.1.6 Analisis Strategi Spesifik Tujuan Jangka Panjang..............................41
4.1.7 Analisis SWOT PT Garuda Indonesia Tbk .........................................41
4.1.8 Analisis Porter PT Garuda Indonesia Tbk ..........................................46
4.2 Pembahasan .....................................................................................................46
4.2.1 Analisis Data Deskriptif Data Konsep Penelitian ...............................46
1. Mutu Pelayanan pada PT Garuda Indonesia Tbk .............................46
2. Tingkat Kepuasan Pelanggan terhadap PT Garuda Indonesia Tbk ..48
BAB V KESIMPULAN
5.1 Kesimpulan ......................................................................................................56
5.2 Implikasi ..........................................................................................................56
DAFTAR PUSTAKA ................................................................................................58
LAMPIRAN ..............................................................................................................60
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ABSTRAK