Implementasi Marketing Intelligence melalui Program One Solution dalam Meningkatkan Penjualan Pelumas Industri PT Pertamina Patra Niaga Kalimantan
Abstract
This study aims to analyze the implementation of marketing intelligence through the One Solution Program in improving industrial lubricant sales at PT Pertamina Patra Niaga Regional Kalimantan. A qualitative approach using a case study method was employed. The findings indicate the main causes of low lubricant sales were customers’ existing partnerships with competitors and limited market penetration strategies. The One Solution Program implemented through collaboration with PT Prima Wiguna Parama, PT Pertamina Lubricants, and PT Elnusa, improved distribution efficiency and service quality, resulting in lubricant sales of 670,540 liters and IDR 27.18 billion in revenue. The study concludes that this strategy effectively enhances sales performance, supports KPI achievement, and offers strong replication potential across operational regions.
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