Adrial, Rheny Adrianie (2018) Analisis budaya organisasi dan strategi pemasaran jasa PT Bayu Buana Tbk dalam menghadapi persaingan online travel agent (ota) dan pengaruhnya terhadap target pendapatan perusahaan. Masters thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penulisan term paper adalah untuk mengetahui sejauh mana budaya organisasi mempengaruhi strategi pemasaran jasa pada PT Bayu Buana Tbk dalam pencapaian target pendapatan perusahaan. Pendekatan analisis budaya organisasi dengan menggunakan teori Competing Value Framework (CVF) dan Organizational Culture Assessment Instrument (OCAI) sebagai acuan dasar. Untuk strategi pemasaran jasa menggunakan pendekatan 7Ps Bauran Pemasaran Jasa yang umum digunakan oleh perusahaan-perusahaan jasa. Hasil analisis menunjukan bahwa budaya organisasi PT Bayu Buana Tbk yaitu Hierarchy Culture yang kurang efektif dalam menghadapi persaingan Online Travel Agent (OTA), dan analisis bauran pemasaran jasa (7P’s) PT Bayu Buana Tbk terlihat masih mengimplementasi strategi yang mayoritas sama dari 5 tahun terakhir. Sehingga pengaruh budaya organisasi yang dianut oleh PT Bayu Buana Tbk dan penerapan strategi pemasaran jasa yang sama, kurang efektif bagi PT Bayu Buana Tbk dalam menghadapi persaingan Online Travel Agent (OTA), dan dalam mencapai target pendapatan perusahaan.
| Item Type: | Thesis (Masters) | ||||||||
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| Additional Information: | T 19-13 ADR a | ||||||||
| Uncontrolled Keywords: | Budaya Organisasi ; 7Ps Marketing Mix ; Tour dan Travel ; Online Travel Agent (OTA) | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
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| Depositing User: | Users 18 not found. | ||||||||
| Date Deposited: | 20 May 2021 02:21 | ||||||||
| Last Modified: | 28 May 2022 06:24 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/25977 |
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