Proses Pengambilan Keputusan Manajerial: Studi Kasus pada PT. Sinar Terang

Abstract

This study aims to analyze the managerial decision-making process at PT Sinar Terang, an energy-saving lamp manufacturing company facing declining sales due to market competition. Literature review indicates that effective managerial decisions require systematic stages including problem identification, data collection, alternative analysis, and outcome evaluation. This research applies a qualitative descriptive method using a case study based on literature and secondary data. The discussion reveals that product innovation, digital marketing strategies, and strategic partnerships are crucial alternatives to maintain competitiveness. The findings conclude that leadership with analytical, conceptual, and participative styles plays a vital role in ensuring successful strategic decisions. Recommendations include strengthening continuous innovation, optimizing digital marketing, and conducting regular evaluations to help the company sustain competitiveness in a dynamic market environment.