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) |
|---|---|
| Creators: | Creators NIM Email ORCID Adrial, Rheny Adrianie NIM00000007634 UNSPECIFIED UNSPECIFIED |
| Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Bernarto, Innocentius NIDN0320016501 UNSPECIFIED |
| 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 |
| 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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