Faktor - Faktor Keputusan Pembelian Pupuk NPK Phonska Plus Oleh Distributor Di Jawa Timur Berdasarkan Analisis SEM PLS : Studi Kasus Pupuk Indonesia

Rijaludin, Saeful Huda (2025) Faktor - Faktor Keputusan Pembelian Pupuk NPK Phonska Plus Oleh Distributor Di Jawa Timur Berdasarkan Analisis SEM PLS : Studi Kasus Pupuk Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

	Text Tesis Saeful Huda R 6032222142 - FINAL UPLOAD REPOSITORY ITS 31 JAN 2025.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (3MB) | Request a copy
	Text 6032222142-Master_Thesis.pdf Restricted to Repository staff only until 1 April 2027. Download (3MB) | Request a copy

Abstract

Produksi pupuk NPK (Nitrogen, Phosphorus, Kalium) dalam pasar Indonesia didominasi oleh produsen swasta dan produk impor. Saat ini pangsa pasar PT Pupuk Indonesia dalam produk unggulannya yakni NPK Phonska Plus cukup kecil dibanding para pemain swasta tersebut. Perusahaan memerlukan pemahaman terhadap preferensi pembelian dari tingkat distributor sebagai peran utama di lapangan dalam rantai pasok yang dapat berdampak besar pada forecasting penjualan maupun penetrasi pasar. Studi tentang bagaimana hubungan antar faktor-faktor variabel yang mempengaruhi keputusan pembelian level distributor sendiri belum banyak dilakukan. Penelitian dilakukan dengan survey kepada sample distributor di wilayah Jawa Timur pada populasi Pulau Jawa sebagai pangsa pasar terbesar pupuk NPK Pupuk Indonesia pada merek Phonska Plus. Penelitian menggunakan campuran kualitatif observasi, FGD dan survey kuantitatif yang diolah dengan menggunakan metode SEM-PLS yang disasar kepada seluruh representasi distributor yang tersebar di wilayah-wilayah non kota di Jawa Timur. Studi memberikan output kuantitatif dimana faktor-faktor demand, harga & syarat pembayaran, kualitas produk dan layanan, promosi penjualan berpengaruh pada keputusaan pembelian. Sementara hasil kualitatif memberi kesimpulan adanya rekomendasi perlunya peningkatan edukasi dan promosi yang memperhatikan perilaku pelanggan. Hasil dari studi tersebut memberikan gambaran dan rekomendasi terhadap kebijakan strategis perusahaan atas pemasaran berdasarkan preferensi dan perilaku distributor Pupuk Indonesia.
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The production of NPK (Nitrogen, Phosphorus, Potassium) fertilizer in the Indonesian market is dominated by private producers and imported products. Currently, the market share of PT Pupuk Indonesia in its flagship product, namely NPK Phonska Plus, is quite small compared to these private players. The company needs to understand the purchasing preferences of the distributor level as the main role in the field in the supply chain can have a major impact on sales forecasting and market penetration. Studies on how the relationship between variable factors that influence distributor-level purchasing decisions have not been widely conducted. The study was conducted by surveying a sample of distributors in the East Java region in the population of Java Island as the largest market share of Pupuk Indonesia's NPK fertilizer on the Phonska Plus brand. The study used a mixture of qualitative observations, FGDs and quantitative surveys processed using the SEM-PLS method which targeted all distributor representatives spread across non-city areas in East Java. The study provides quantitative output where demand factors, price & payment terms, product and service quality, sales promotions influence purchasing decisions. While the qualitative results provide conclusions that there are recommendations for the need to increase education and promotions that pay attention to customer behavior. The results of the study provide an overview and recommendations regarding the company's strategic marketing policies based on the preferences and behavior of Pupuk Indonesia distributors.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pangsa Pasar, Pupuk NPK, Preferensi Distributor, Kebijakan Strategis Pemasaran, Keputusan Pembelian Market Share, NPK Fertilizer, Distributor Preferences, Strategic Marketing Policies, Purchasing Decisions
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. S Agriculture > S Agriculture (General) S Agriculture > S Agriculture (General) > S633.5 Fertilizers
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Saeful Huda Rijaludin
Date Deposited:	01 Feb 2025 10:39
Last Modified:	01 Feb 2025 10:39
URI:	http://repository.its.ac.id/id/eprint/117676

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