ANALISIS STRATEGI BAURAN PEMASARAN PRODUK LAKBAN PADA PT SOLUSI PACKAGING INDONESIA (MEREK DAGANG: FLYHOME)
Abstract
Abstrak. Penelitian ini bertujuan untuk menganalisis strategi bauran pemasaran yang diterapkan pada produk lakban merek Flyhome dari PT Solusi Packaging Indonesia. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara semi-terstruktur, dokumentasi, serta observasi terhadap aktivitas pemasaran perusahaan. Hasil penelitian menunjukkan bahwa strategi produk memiliki keunggulan dalam hal variasi jenis dan konsistensi kualitas. Strategi harga dinilai efektif karena mampu menyeimbangkan antara keterjangkauan dan mutu produk. Sistem distribusi dilakukan secara multi-channel, baik melalui marketplace digital maupun mitra distributor wilayah. Sementara itu, strategi promosi difokuskan pada digital marketing dengan pemanfaatan media sosial dan periklanan daring. Meskipun demikian, perusahaan masih menghadapi tantangan dalam aspek logistik dan keterbatasan jangkauan pasar di luar wilayah Jabodetabek. Oleh karena itu, penelitian ini merekomendasikan agar perusahaan memprioritaskan penguatan saluran distribusi dan optimalisasi strategi promosi untuk meningkatkan daya saing dan memperluas pangsa pasar secara nasional.
Kata Kunci : Bauran Pemasaran, Strategi Produk, Penetapan Harga, Distribusi, Promosi, Flyhome, Lakban, Pemasaran Digital.
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