BAURAN PEMASARAN GAS ELPIJI PADA PT.CITRA KARUNIA ILAHI BANJARMASIN

Sari

This study aims to determine the Marketing Mix (Product, Price, Distribution and
Promotion) of LPG, to find out what obstacles are faced and what alternative solutions
can be done related to the constraints faced.
This research uses a descriptive method. Sources of data used in this study are primary
data and secondary data. Data collection techniques used are through observation,
interviews and documentation. The data analysis technique is descriptive qualitative
data analysis technique.
The results showed that, the marketing mix carried out by PT. Citra Karunia Ilahi is the
selection of products marketed, namely subsidized and non-subsidized LPG Gas
Products. Non-subsidized LPG Gas products include 5.5 Kg LPG Gas, 12 KG LPG Gas,
and 12 KG LPG Bright Gas, then the application of varying prices, for the price of 5.5
Kg refill cylinders is priced at Rp. 65,000, LPG 12 Kg Rp. 142,000, and LPG 12 Kg
Bright gas Rp. 145,000. PT. Citra Karunia Divine distributes Non-subsidized LPG Gas
Products to gas stations, minimarkets, subsidized LPG Gas Bases, MSMEs, Institutions
and to the public directly, while the promotion is carried out by means of promotions
through banners/banners, and promotions for holidays. The obstacles faced are the lack
of purchasing power and public interest in non-subsidized LPG Gas, and the Promotion
Strategy is still not intensive, while the Alternative Solution that can be applied is by
conducting a tube loan trial program, and using Digital Marketing and Promotion
strategies.