ANALISIS STRATEGI PEMASARAN PADA AGEN TIKET PELABUHAN PENYEBERANGAN GILIMANUK-KETAPANG DALAM MENINGKATKAN PENJUALAN

This study aims to analyze the marketing strategy implemented by the Sumber Baru ticket agency at the Gilimanuk-Ketapang Ferry Port to increase sales. In the context of growing competition, this research uses a descriptive qualitative approach by collecting data from five informants through interviews, observation, and documentation. The analysis shows that Sumber Baru has strengths in location, customer service, and sales systems, but weaknesses remain in promotion and facilities. There are significant business opportunities, espeClly during the holiday season, but threats from competitors and government regulations must be considered. It is recommended that the agency enhance its marketing strategy using the 4P approach to strengthen competitiveness. This study contributes to both marketing theory and practical insights in the transportation services sector.