Implementasi Strategi Pemasaran dan Manajemen Persediaan Federal Oil pada CV. Sumber Lubrindo Bandar Lampung

Tasya, Argita Pramestia
Sofa, Devi Maya

Praktek Kerja Lapang Akuntansi
Vol 2 No 2 (2026): Praktek Kerja Lapang Akuntansi

Penelitian ini bertujuan menganalisis implementasi strategi pemasaran dan manajemen persediaan Federal Oil pada CV. Sumber Lubrindo Bandar Lampung. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi terhadap enam informan yang terdiri atas Direktur Utama, Manajer Pemasaran, Kepala Gudang, Supervisor Lapangan, Sales Promotion Girl (SPG), dan pemilik bengkel mitra. Hasil penelitian menunjukkan bahwa strategi pemasaran perusahaan masih didominasi pendekatan konvensional melalui personal selling dan belum memanfaatkan media digital secara optimal. Selain itu, sistem manajemen persediaan masih menggunakan pencatatan manual sehingga menyebabkan rendahnya akurasi stok, terjadinya stockout pada produk fast-moving, serta penumpukan produk slow-moving. Kendala utama perusahaan meliputi keterbatasan anggaran promosi, tingginya turnover tenaga pemasaran, dan belum terintegrasinya sistem administrasi perusahaan. Penelitian ini menunjukkan bahwa integrasi strategi pemasaran dan manajemen persediaan menjadi faktor penting dalam meningkatkan efektivitas operasional distributor pelumas. This study aims to analyze the implementation of marketing strategy and inventory management of Federal Oil at CV. Sumber Lubrindo Bandar Lampung. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, participatory observation, and documentation involving six informants consisting of the Chief Executive Officer, Marketing Manager, Warehouse Head, Field Supervisor, Sales Promotion Girl (SPG), and partner workshop owner. The findings revealed that the company’s marketing strategy was still dominated by conventional approaches through personal selling and had not optimally utilized digital media. In addition, the inventory management system still relied on manual recording, resulting in low stock accuracy, stockout in fast-moving products, and accumulation of slow-moving products. The main constraints faced by the company included limited promotional budget, high employee turnover, and non-integrated administrative systems. This study indicates that the integration of marketing strategy and inventory management plays an important role in improving the operational effectiveness of lubricant distributors.