ANALISIS BELUM TERCAPAINYA TARGET PENJUALAN ELEKTRONIK DAN FURNITURE (SEBUAH KAJIAN DARI PERSPEKTIF MANAJEMEN PEMASARAN)

Ni Kadek Sri Wangi ., Drs. I Made Nuridja, M.Pd. ., Dr.I Wayan Bagia, M.Si .

Abstract


Penelitian ini bertujuan untuk mengetahui (1) faktor penyebab belum tercapainya target penjualan (2) dampak belum tercapainya target penjualan terhadap kinerja dan (3) upaya untuk mengatasi belum tercapainya target penjulan pada UD R. Cemerlang Sejahtera. Penelitian ini menggunakan desain penelitian deskriptif kualitatif. Subjek penelitian adalah pemilik, manajer pemasaran, karyawan dan konsumen dan objeknya adalah faktor penyebab belum tercapainya target penjualan, dampak belum tercapainya target penjualan dan upaya untuk mengatasinya. Data dikumpulkan dengan metode wawancara, observasi dan dokumentasi, serta dianalisis dengan teknik deskriptif kualitatif. Hasil penelitian menunjukkan bahwa: (1) faktor yang menyebabkan belum tercapainya target penjualan adalah keterlambatan pengiriman barang, harga produk yang mahal, pemberian diskon harga yang kurang menarik, karyawan bekerja kurang efektif, pelayanan yang kurang memuaskan dan kredit macet; (2) dampak belum tercapainya target penjualan yaitu menurunnya pendapatan perusahaan, gaji karyawan tidak terbayar, loyalitas dan kepuasan konsumen menurun sehingga pelanggan tidak teretensi dan insentif tidak terbayarkan; (3) upaya mengatasinya yaitu memperlancar pengiriman produk, meningkatkan modal dan kualitas pelayanan, melakukan pengawasan dan pengarahan terhadap karyawan, memberikan insentif bagi karyawan dan potongan harga.
Kata Kunci : target penjualan

The purpose of the research are to know (1) the cause of not reach selling target, (2) the problem did not reach selling target, and (3) the efforts made to overcome of not reach selling target at UD R. Cemerlang Sejahtera. Design of the research is descriptif qualitative. Subject of research is owner, marketing manager, employee, and customer and the object is the cause of not reach selling target, problem did not reach selling target and effort to overcome. Data obtained by using interviews, observation, documentation and the data were analyzed by descriptif qualitative technique. The result are showing: (1) the cause of not reach selling target were the delay in delivery of products, higher product prices, the discounted purchase price was less attractive, the employees worked less effectively, bad credit, and unsatisfied services; (2) the problem did not reach selling target is low income for companies, not pay the salary of workers, the loyality and satisfaction of low costumer so that it could not stand up the costemers and not get incentive; (3) the effort that was done to overcome the marketing target it could not be reached, improving of a quality service to accelerate of sending product, improving the capital of business to improve a quality of service, do supervision and instruction to the workers, give income for sales, and also discount.
keyword : sales target

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DOI: http://dx.doi.org/10.23887/jjpe.v4i1.2072

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