Monitoring Kepuasan Pelanggan Terhadap Marketing Mix PT XYZ Menggunakan Diagram Pengendali T2 Hotelling Dan Generalized Varians

Alkindi, Alkindi (2024) Monitoring Kepuasan Pelanggan Terhadap Marketing Mix PT XYZ Menggunakan Diagram Pengendali T2 Hotelling Dan Generalized Varians. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri di Indonesia terus berkembang dan semakin berkreasi, tidak terkecuali pada industri persemenan. Jika dibandingkan tahun 2009, jumlah produsen semen saat ini bertambah menjadi dua kali lipat. Kenaikan kapasitas terpasang dan bertambahnya produsen semen tidak diimbangi oleh pertumbuhan permintaan semen yang mengakibatkan pada menurunnya utilitas pabrik-pabrik produsen. Kondisi di tahun 2024 merupakan kondisi oversupply dimana terdapat 18 produsen semen dengan kapasitas terpasang pabrik sebesar 122 juta ton/tahun sedangkan permintaan semen sebesar 65 juta ton menyebabkan utilitas pabrik produsen semen menjadi 53,1% yang tergolong rendah. Tren penurunan utilitas ini merupakan efek lanjutan akibat banyaknya produsen semen baru yang terdaftar sejak tahun 2015. Persaingan yang ketat di industri semen membuat produsen semen diharuskan menjaga kualitas dan performa di segmen marketing. Salah satu konsep marketing yang diterapkan di industri semen adalah marketing mix 7P yaitu strategi pemasaran dari segi product, price, promotion, place, people, process, dan physical evidence. Ketujuh elemen tersebut membuat konsep marketing menjadi lebih kompleks karena juga melibatkan aspek di luar produk yang dipasarkan. Penelitian ini akan melakukan analisa dan pengendalian marketing mix 7P terhadap kepuasan konsumen. Identifikasi dan penerapan marketing mix 7P menggunakan diagram pengendali T2 Hotelling dan Generalized Varians. Berdasarkan diagram pengendali Generalized Varians, kepuasan pelanggan tidak terkendali terhadap varians di tahun 2020. Faktor yang menyebabkan terjadinya keadaan yang luar biasa adalah place dan process. Berdasarkan evaluasi dan monitoring diagram pengendali, diketahui bahwa masalah utama pada kategori place adalah semen sulit ditemukan atau stok semen terbatas sedangkan masalah utama pada kategori process adalah waktu pengiriman sering terlambat. Pada Diagram Ishikawa dijelaskan bahwa penyebab tersebut mayoritas terjadi karena adanya pandemi COVID-19 mengakibatkan Kunjungan tenaga penjualan ke toko berkurang dan semakin jarang yang diakibatkan tenaga penjualan belum berpengalaman menghadapi situasi khusus dan sedikitnya toko bangunan yang masih buka.
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Industry in Indonesia continues to grow and become more creative, including cement industry. Compared to 2009, the number of cement producers now already doubled. Escalation of installed capacity and cement producers is not balanced by growth in cement demand which effect in a decrease in the utility of producer factories. Condition in 2024 is an oversupply where there are 18 cement producers with installed factory capacity of 122 million tons/year while the demand for cement is 65 million tons causing the utility of cement producer factories to be 53.1% which is relatively low. This downward trend in utility is a aftereffect due to the large number of new cement producers registered since 2015. The tight competition in the cement industry requires cement producers to maintain quality and performance in the marketing segment. One of the marketing concepts applied in the cement industry is the 7P marketing mix, consisting of product, price, promotion, place, people, process, and physical evidence. These seven elements make the marketing concept more complex because it also involves aspects outside the product being marketed. This study will analyze and control the 7P marketing mix on customer satisfaction. Identification and implementation of the 7P marketing mix using the T2 Hotelling and Generalized Variance control diagrams. Based on the Generalized Variance control diagram, customer satisfaction is out of control variance situation in 2020. The factors that cause extraordinary conditions are place and process. Based on the evaluation and monitoring of the control diagram, it is known that the main cause in the place category is that cement is difficult to find or cement stock is limited, while the main problem in the process category is that delivery times are often late. The Ishikawa Diagram explains that the cause is mostly due to the COVID-19 pandemic, which affect reduced and rare visits by sales personnel to stores due to sales personnel not being experienced in dealing with special situations and only a few building stores are still open.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	semen, marketing mix, 7P, T2 Hotelling, Generalized Varians
Subjects:	Q Science > QA Mathematics > QA278 Cluster Analysis. Multivariate analysis. Correspondence analysis (Statistics)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Alkindi .
Date Deposited:	07 Nov 2024 03:04
Last Modified:	07 Nov 2024 03:04
URI:	http://repository.its.ac.id/id/eprint/115784

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