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m e l a l u i p r o g r a m p e l a t i h a n d e n g a n i n h o u s e t r a i n n i n g , on t h e

j o b t r a i n n i n g dan o f f t h e j o b t r a i n n i n g . T u j u a n d a r i d i a d a k a n

p r o g r a m p e l a t i h a n i n i u n t u k m e n c i p t a k a n w i r a n i a g a u l u n g ' ya n g

berkemampuan t i n g g i d a la m m e la k u k a n p e n j u a l a n , m empunyai

s i k a p ya n g k r e a t i f dan s e l a l u t a n g g a p t e r h a d a p p e r u b a h a n ya n g

t e r j a d i d i l i n g k u n g a n p a s a r . D i s a m p i n g i t u j u g a p e r l u

d i t e r a p k a n s u a t u s i s t e m y a n g mampu m e n g a t u r d a n m e n g e n d a l i k a n

c a r a k e r j a d a r i p a r a w i r a n i a g a m e n j a d i l e b i h e f e k t i f dan

e f i s i e n . A d a p u n s i s t e m y a n g d i t e r a p k a n t e r s e b u t a d a l a h

m e w a j ib k a n p a r a w i r a n i a g a u n t u k s e l a l u membuat r e n c a n a

k u n j u n g a n s e b e lu m m e re k a m e la k u k a n k u n j u n g a n dan s e l a l u

membuat l a p o r a n h a s i l k u n j u n g a n s e r t a m e n g i s i fo r m o r d e r

s e t e l a h m e re k a m e la k u k a n k u n j u n g a n , s e t e l a h i t u d i l a p o r k a n ke

p i m p i n a n p e n j u a l a n u n t u k d i e v a l u a s i . D i s a m p i n g i t u p a r a

w i r a n i a g a h a r u s s e l a l u m e la k u k a n k o m u n i k a s i d e n g a n p a r a

p e l a n g g a n u n t u k m e n c a r i p e s a n a n d a n m e la k u k a n p e l a y a n a n

s e t e l a h p e n j u a l a n a t a u a f t e r s a l e s s e r v i c e . Dengan s i s t e m

ya n g d i t e r a p k a n i n i p i m p i n a n p e n j u a l a n d a p a t m e la k u k a n

e v a l u a s i t e r h a d a p p r e s t a s i p a r a w i r a n i a g a n y a s e h i n g g a d a p a t

m e la k u k a n k o r e k s i t e r h a d a p k e s a l a h a n ya n g d i l a k u k a n o l e h p a r a

w i r a n i a g a dan d a p a t m e m p e r c e p a t p e n c i p t a a n w i r a n i a g a yang

u l u n g . S e d a n g k a n u n s u r b a u r a n p e m a s a ra n ya n g l a i n y a i t u u n s u r

p r o d u k d a n s a l u r a n p e m a s a r a n d a p a t d i k a t a k a n s u d a h t e p a t

d im a n a k e d u a u n s u r i n i mampu m endukung u s a h a p e m a s a ra n yang

d i t e r a p k a n p e r u s a h a a n d a la m m e n c a p a i t u j u a n y a n g t e l a h

d i t e t a p k a n , U n s u r p r o d u k m e ru p a k a n u n s u r y a n g s a n g a t p e n t i n g

b a g i m erek p e r u s a h a a n k a r e n a mampu membentuk p o s i s i ya n g

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l e b i h k u a t d a la m p e r s a i n g a n j i k a d i b a n d i n g k a n d e n g a n p r o d u k

p e s a i n g . Dim ana u n s u r p r o d u k i n i mampu m enaw arkan k u a l i t a s

a t a u mutu y a n g l e b i h b a i k dan d a p a t memenuhi k r i t e r i a p a s a r

s a s a r a n ya n g t e r d i r i d a r i p e r u s a h a a n ya n g m em punyai k e g i a t a n

p r o d u k s i ya n g b e r b e d a . D i s a m p i n g i t u d e n g a n k u a l i t a s p r o d u k

ya n g d i t a w a r k a n d a p a t memenuhi k r i t e r i a k e b u t u h a n d a r i p a s a r

s a s a r a n s e c a r a k e s e l u r u h a n dan i n i d a p a t t e r l i h a t d a r i

p e g u j i a n y a n g t e l a h d i l a k u k a n ya n g m e n u n ju k k a n bahwa p r o d u k

p e r u s a h a a n d a p a t m e n c i p t a k a n t i n g k a t k e p u a s a n yang l e b i h

t i n g g i d i b a n d i n g k a n p r o d u k l a i n n y a . S e d a n g k a n p e n e r a p a n

s t r a t e g i s a l u r a n p e m a s a ra n ya n g d i l a k u k a n o l e h p e r u s a h a a n

d e n g a n membuat s u a t u s i s t e m ya n g mempermudah p e n g o r g a n i s a s i a n

dan p e n g e n d a 1 i a n p e n y a l u r a n b a r a n g d a r i. p e r u s a h a a n p u s a t

maupun p e n y a l u r a n b a r a n g ke p a s a r s a s a r a n . A d a p u n m ek a n ism e

d a r i s i s t e m s a l u r a n p e m a s a ra n t e r s e b u t a d a l a h d e n g a n

m e n y e d ia k a n a rm a d a p e n g a n g k u t a n s e n d i r i u n t u k m e n y a l u r k a n

b a r a n g n y a k e p a s a r s a s a r a n , ya n g d a e r a h p e l i p u t a n n y a r e l a t i f

c u k u p s e m p i t y a i t u S u r a b a y a dan s e k i t a r n y a s e r t a u n t u k

p e n g i r i m a n b a r a n g k e m b a l i a n ke p e r u s a h a a n p u s a t d e n g a n

m enggunakan j'a s a p e r u s a h a a n p e n g a n g k u t a n a t a u e k s p e d i s i . h a l

in i ( d e n g a n p e r t i m b a n g a n e f e k t i v i t a s p e n g o r g a n i s a s i a n dan

p e n g e n d a l i a n t e r h a d a p a k t i v i t a s u s a h a p e n y a l u r a n b a r a n g s e r t a

e f i s i . e n s i p e n g e l u a r a n b i a y a s a l u r a n p e m a s a r a n . D i s a m p in g i t u

b e r t u j ' u a n u n t u k m e m b e rik a n p e l a y a n a n ya n g s e b a i k - b a i k n y a

ke p a d a p a s a r s a s a r a n b a i k m e n y a n g k u t k u a l i t a s b a r a n g ya n g

d i. k i. r im maupun k e t e p a t a n w a k t u p e n g i r i m a n s e s u a i d e n g a n

p e r j ' a n j i a n a n t a r a p a s a r s a s a r a n d e n g a n p i h a k p e r u s a h a a n .

Dengan d i t e r a p k a n n y a s i s t e m p e n y a l u r a n b a r a n g t e r s e b u t maka

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p e r u s a h a a n t i d a k m e n g a la m i k e s u l i t a n yang b e r a r t i d a la m u p a y a

m e n j a l a n k a n f u n g s i n y a s e b a g a i ag e n p e m a s a r a n .

P a d a d a s a r n y a , ke e m p a t u n s u r b a u r a n p e m a s a ra n m e ru p a k a n

s a t u k e s a t u a n ya n g t i d a k d a p a t d i p i s a h k a n , d im a n a a n t a r a

u n s u r y a n g s a t u d e n g a n u n s u r ya n g la i n s a l i n g m endukung dan

b e k e r j a s a m a d a la m u p a y a m e n c a p a i t u j u a n p e r u s a h a a n dan p a n g s a

p a s a r y a n g d i h a r a p k a n .

Dengan m e la k u k a n u p a y a p e n y e m p u rn a a n t e r h a d a p b a u r a n p r o m o s i

ya n g d i t e r a p k a n o l e h p e r u s a h a a n dan s e l a l u m e m p e r h a t ik a n

d e n g a n s e r i u s d i n a m i k a p e r u b a h a n l i n g k u n g a n p a s a r ya n g

d i m a s u k i dan m e la k u k a n p e r u b a h a n - p e r u b a h a n t e r h a d a p s t r a t e g i '

b a u r a n p e m a s a r a n y a n g d i a n g g a p p e r l u , maka p e r u s a h a a n d a p a t

m e n i n g k a t k a n p a n g s a p a s a r ya n g d i p e r o l e h n y a .

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