Nugraha, Kevin Ari (2026) Pendekatan Theory Of Constraints Untuk Analisis Kendala Dalam Proses Konversi Prospek Menjadi Pelanggan Bisnis Pada Telkom Daerah Manyar. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penurunan tingkat konversi prospek menjadi pelanggan bisnis pada layanan Indibiz di Telkom Daerah Manyar mengindikasikan adanya permasalahan dalam proses pemasaran Business-to-Business (B2B) berbasis data. Meskipun berbagai penelitian telah membahas Theory of Constraints (TOC) maupun kualitas data secara terpisah, kajian yang mengintegrasikan pendekatan TOC dengan pengukuran kualitas data prospek untuk menganalisis kendala dalam sistem pemasaran B2B masih relatif terbatas. Penelitian ini bertujuan untuk menganalisis peran kualitas data prospek dalam proses konversi prospek menjadi pelanggan bisnis menggunakan pendekatan Theory of Constraints (TOC), pengukuran tuple completeness, dan analisis prediktif berbasis Decision Tree. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan data sebanyak 600 prospek bisnis layanan Indibiz Telkom Daerah Manyar selama periode Januari–Juni 2025. Kualitas data prospek diukur menggunakan metode tuple completeness berdasarkan tiga atribut utama, yaitu nama calon pelanggan, kontak PIC calon pelanggan, alamat calon pelanggan.Hasil penelitian menunjukkan bahwa tingkat kelengkapan data prospek memiliki hubungan dengan keberhasilan konversi pelanggan. Prospek dengan tuple completeness 100% memiliki tingkat konversi sebesar 79,29%, sedangkan prospek dengan tuple completeness 67% memiliki tingkat konversi sebesar 25,15%, dan prospek dengan tuple completeness 33% tidak menunjukkan keberhasilan konversi. Hasil analisis Decision Tree menunjukkan tingkat akurasi sebesar 86,11%, yang mengindikasikan bahwa kualitas data prospek merupakan faktor yang berasosiasi kuat dengan status konversi pelanggan. Penelitian ini menunjukkan bahwa kualitas data prospek dapat diinterpretasikan sebagai kandidat constraint dalam sistem konversi pelanggan berdasarkan perspektif Theory of Constraints. Secara praktis, hasil penelitian memberikan rekomendasi bagi Telkom Daerah Manyar untuk meningkatkan kualitas data prospek sebagai bagian dari upaya peningkatan efektivitas proses konversi pelanggan bisnis.
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The decline in the conversion rate of prospects into business customers for Indibiz services at Telkom Manyar Regional Office indicates problems within the data-driven Business-to-Business (B2B) marketing process. Although numerous studies have discussed the Theory of Constraints (TOC) and data quality separately, research integrating the TOC approach with prospect data quality measurement to analyze constraints in B2B marketing systems remains relatively limited. his study aims to analyze the role of prospect data quality in the process of converting prospects into business customers using the Theory of Constraints (TOC) approach, tuple completeness measurement, and Decision Tree-based predictive analysis. The study employs a descriptive quantitative approach using 600 business prospect records of Indibiz services at Telkom Manyar Regional Office collected during the period of January–June 2025. Prospect data quality was measured using the tuple completeness method based on three primary attributes, namely prospective customer name, prospective customer contact person (PIC), prospective customer address. The results indicate that the level of prospect data completeness is associated with customer conversion success. Prospects with 100% tuple completeness achieved a conversion rate of 79.29%, while prospects with 67% tuple completeness achieved a conversion rate of 25.15%, and prospects with 33% tuple completeness showed no successful conversions. The Decision Tree analysis achieved an accuracy level of 86.11%, indicating that prospect data quality is strongly associated with customer conversion status. The findings suggest that prospect data quality can be interpreted as a candidate constraint within the customer conversion system from the perspective of the Theory of Constraints. Practically, the results provide recommendations for Telkom Manyar Regional Office to improve prospect data quality as part of efforts to enhance the effectiveness of the business customer conversion process.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Theory of Constraints (TOC), Tuple Completeness, Decision Tree, kualitas data prospek, konversi prospek, pelanggan bisnis, Telkom Daerah Manyar, Indibiz ========================================================================================================================================= Theory of Constraints (TOC), Tuple Completeness, Decision Tree, Prospect Data Quality, Business Customer Conversion, Indibiz |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD58.87 Reengineering (Management) Business process |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Kevin Ari Nugraha |
| Date Deposited: | 01 Jul 2026 01:12 |
| Last Modified: | 01 Jul 2026 01:12 |
| URI: | http://repository.its.ac.id/id/eprint/134174 |
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