ANALISIS KEBIJAKAN SALURAN DISTRIBUSI PADA PT. KHARISMA ROTAN MANDIRI

Marketing activity is the important thing for company, in which it includes the distribution activity. There are two distribution channels: direct and indirect distribution. Direct distribution channel means to distribute directly to the end user. Meanwhile indirect distribution channel means to distribute product using intermediary constituting the groceries or retail trader. The objectives of research are tofind out the distribution channel used by PT. Kharisma Rotan Mandiri in marketing its product and to find out the efficiency of distribution channel cost in improving the sale volume. The research and observation the writer had conducted used a case study. This research was taken place in PT. Kharisma Rotan Mandiri. The methods of collecting data employed were observation and interview to obtain the primary and secondary data. The discussion technique used was a descriptive analysis and percentage comparison of distribution cost and the sale volume to find out the efficiency of distribution activity in PT. Kharisma Rotan Mandiri. PT. Kharisma Rotan Mandiri uses direct distribution channel to analyze an effective and efficient distribution channel to supportthe company’s success of achieving its objective, such as the high sale level. From the result of efficiency calculation by comparing the distribution cost and the sale volume, it can be found that it is more efficient during 2005-2008 periods. The highest percentage comparison is 13.3% in 2007 while the lowest one is 10.4% in 2008. In calculating the trend of distribution cost efficiency the following equation is obtained: Y = 694,025,330.3-50,503,288.2X. The highest trend in 2005 is 759,031,906.7 and thelowest one is 593,081,753.9 in 2008. Based on the result of research, it can be concluded that PT. Kharisma Rotan Mandiri uses direct distribution channel in which the company uses transportation service (container) with EMKL system. The distribution activity PT. Kharisma Rotan Mandiri uses is relatively efficient, because it has the predisposition to decrease. Thus, the writer tries to recommend PT. Kharisma Rotan Mandiri to maintain the cooperation with the institutions related to the distribution channel