Tawa, Rianti Marten (2026) Analisis Strategi Pemasaran terhadap Minat Pelanggan Jasa Rental pada PT. A.S. Mandiri Group Kabupaten Tana Toraja. Scholar thesis, Institut Agama Kristen Negeri Toraja.
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Abstract
Rianti Marten Tawa. “Analisis Strategi Pemasaran Terhadap Minat Pelanggan Jasa Rental Pada PT. A.S. Mandiri Group Kabupaten Tana Toraja”. (Dibimbing oleh Markus Sakke Pauranan dan Sernilia Malino). Masalah yang diteliti dalam penelitian ini adalah bagaimana strategi pemasaran yang diterapkan oleh PT.A.S. Mandiri Group dalam menarik minat pelanggan jasa rental. Tujuan penelitian ini adalah untuk mengetahui strategi pemasaran dalam menarik minat pelanggan jasa rental pada PT. A.S. Mandiri Group Kabupaten Tana Toraja. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Teori yang digunakan dalam penelitian ini adalah teori strategi pemasaran yang dikemukakan oleh Sofjan Assauri seperti produk, harga, distribusi, dan promosi. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan PT. A.S. Mandiri Group telah efektif melalui bauran pemasaran yang meliputi produk, harga, distribusi, dan promosi dalam menarik minat pelanggan menggunakan jasa rental yang ditawarkan. Kata Kunci: Minat Pelanggan, Strategi Pemasaran, Jasa Rental, PT. A.S. Mandiri Group. ABSTRACT Rianti Marten Tawa. “Analysis of Marketing Strategies on Customer Interest in Rental Services at PT. A.S. Mandiri Group, Tana Toraja Regency.” (Supervised by Markus Sakke Pauranan and Sernilia Malino). The problem studied in this research is how the marketing strategies implemented by PT. A.S. Mandiri Group attract customer interest in rental services. The purpose of this study is to identify marketing strategies in attracting customer interest in rental services at PT. A.S. Mandiri Group, Tana Toraja Regency. This research uses a qualitative method with data collection techniques through observation, interviews, and documentation. The Theory used in this research is the marketing strategy theory put forward by Sofjan Assauri, such as product, price, distribution, and promotion. The results of the study show that the marketing strategies implemented by PT. A.S. Mandiri Group have been well executed and effective through a marketing mix that includes product, price, distribution, and promotion in attracting costumers to use the rental services offered. Keywords: Customer Interest, Marketing Strategy, Rental Services, PT. A.S. Mandiri Group.
| Item Type: | Thesis (Scholar) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Depositing User: | am andarias m. |
| Date Deposited: | 27 Jul 2026 10:40 |
| Last Modified: | 29 Jul 2026 19:15 |
| URI: | http://digilib-iakntoraja.ac.id/id/eprint/5323 |
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