RELEVANSI STRATEGI PEMASARAN UNTUK MENINGKATKAN MARKET SHARE DI PABRIK PT. SEMEN TONASA = RELEVANCE OF MARKETING STRATEGY TO IMPROVE MARKET SHARE IN PT. SEMEN TONASA FACTORY

The implementation of marketing strategies to increase market share is an approach that combines conventional marketing principles with corporate social and environmental responsibility. By combining economic, ecological and social elements, marketing strategies create significant added value for the company, customers, and the surrounding environment. This research aims to determine: 1) the relevance of marketing strategies to increasing the market share of PI Semen Tonasa amidst increasingly tight cement industry competition; 2) the most effective marketing strategy to increase the market share of PT. Semen Tonasa in the South Sulawesi and Eastern Indonesia regions. This research uses a qualitative research type with a descriptiveanalytical approach. The object of this research is PT. Semen Tonasa, while the subjects in this research were taken from the environment of PT. Semen Tonasa uses the purposive sampling technique. Data collection techniques used in this research include interviews, observations, questionnaires, and documentation. The method of organizing and analyzing data in this research was carried out in three stages: data condensation, data presentation, and conclusion. This research's results indicate: 1) The relevance of PTS marketing strategy. Semen Tonasa, which includes product innovation, strategic distribution, flexible pricing, and promotions that combine traditional and digital methods, has proven effective in increasing market share. Support from a vast distribution network, efficient logistics, and local partnerships enable the company to reach a broader market. Loyalty programs and customer education strengthen relationships with consumers, while price flexibility and sustainability commitments strengthen the company's competitiveness; 2) Based on the analysis of internal and external factors, the "turn around" strategy with a focus on cost leadership is effective in increasing the market share of PT. Semen Tonasa. This strategy addresses the company's internal weaknesses, such as operational efficiency and production cost management. It allows the company to offer competitive priceg to meet the significant demand for infrastructure projects.

Keyword : Relevance, Marketing Strategy, Market Share