Model Simulasi Sistem Dinamik Untuk Evaluasi Strategi Pemasaran Dalam Meningkatkan Penjualan Rangka Baja Ringan

Erwada, Baringga Aurico De (2026) Model Simulasi Sistem Dinamik Untuk Evaluasi Strategi Pemasaran Dalam Meningkatkan Penjualan Rangka Baja Ringan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri manufaktur baja ringan di Indonesia menghadapi persaingan hiper-kompetitif di pasar Business-to-Business (B2B), memaksa perusahaan untuk terus berinovasi dalam mempertahankan pangsa pasarnya. Meskipun permintaan pasar tinggi, PT XYZ menghadapi permasalahan krusial berupa fluktuasi ekstrem penjualan produk Rangka Plafon, Atap, dan Partisi yang membentuk pola gigi gergaji. Fluktuasi ini diidentifikasi akibat strategi pemasaran yang reaktif, rendahnya konversi pelanggan baru akibat kapasitas canvassing fisik yang terbatas, serta tingginya tingkat kehilangan pelanggan (churn) B2B akibat cacat produk. Untuk mengurai kompleksitas kausalitas tersebut, penelitian ini menggunakan data operasional, pemasaran, dan finansial historis PT XYZ periode 72 minggu. Metodologi yang digunakan adalah pemodelan simulasi Sistem Dinamik (Sterman, 2000), yang terdiri dari lima tahapan: Problem Articulation, Dynamic Hypothesis melalui pemetaan Causal Loop Diagram (CLD), Formulation melalui perancangan Stock and Flow Diagram (SFD), Testing (validasi model), dan Policy Formulation. Hasil validasi model menunjukkan akurasi tinggi terhadap data aktual perusahaan (Mean Error < 5% dan Variance Error < 30%). Dari tiga skenario yang diuji, Skenario 3 (Strategi Gabungan) memberikan kinerja optimal. Skenario ini mengintegrasikan akuisisi pemasaran digital (SEO dan Account-Based Marketing) di sektor hulu dengan pertahanan kualitas berbasis Analytical CRM dan IoT di sektor hilir. Simulasi membuktikan strategi ini mampu meningkatkan pelanggan loyal hingga 100 pelanggan, menekan churn mendekati nol, dan melipatgandakan Net Profit kumulatif hingga Rp27,72 Miliar (meningkat 110% dari Base Model). Nilai tambah penelitian ini terletak pada integrasi arsitektur pemasaran, operasional, dan finansial ke dalam satu ekosistem kausal tertutup. Melalui simulasi komputasi preskriptif, penelitian ini membuktikan fenomena leaky bucket, di mana akuisisi pelanggan digital yang agresif di sektor hulu baru akan efektif meningkatkan laba absolut apabila dilindungi secara paralel oleh kapabilitas operasional IoT dan CRM di sektor hilir.
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The light steel frame manufacturing industry in Indonesia faces hyper-competitive dynamics in the Business-to-Business (B2B) market, forcing companies to innovate continuously to maintain market share. Despite high market demand, PT XYZ encounters a crucial problem of extreme sales fluctuations in Ceiling, Roof, and Partition Frame products, forming a sawtooth pattern. This fluctuation is identified as being caused by a reactive marketing strategy, low new customer conversion due to limited physical canvassing capacity, and a high rate of B2B customer churn triggered by product defects. To untangle this causality complexity, this study utilizes 72 weeks of historical operational, marketing, and financial data from PT XYZ. The methodology employed is System Dynamics simulation modeling (Sterman, 2000), consisting of five stages: Problem Articulation, Dynamic Hypothesis through Causal Loop Diagram (CLD) mapping, Formulation through Stock and Flow Diagram (SFD) design, Testing (model validation), and Policy Formulation. The model validation results demonstrated high accuracy against actual company data (Mean Error < 5% and Variance Error < 30%). Among the three evaluated scenarios, Scenario 3 (Combined Strategy) yielded optimal performance. This scenario integrates digital marketing acquisition (SEO and Account-Based Marketing) in the upstream sector with quality defense mechanisms based on Analytical CRM and IoT in the downstream sector. The simulation proves this strategy increases loyal customers to 100 customers, suppresses churn to near zero, and doubles the cumulative Net Profit to IDR 27.72 Billion (a 110% increase from the Base Model). The added value of this research lies in the integration of marketing, operational, and financial architecture into a single closed causal ecosystem. Through prescriptive computational simulation, this study proves the leaky bucket phenomenon, where aggressive digital customer acquisition upstream is only effective in generating absolute profit when protected in parallel by IoT and CRM operational capabilities downstream.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Rangka Baja Ringan, Simulasi, Sistem Dinamik, Strategi Pemasaran, Light Steel Frame, Marketing Strategy, Simulation, System Dynamics
Subjects:	T Technology > T Technology (General) > T57.62 Simulation
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Baringga Aurico De Erwada
Date Deposited:	30 Jul 2026 16:25
Last Modified:	30 Jul 2026 16:25
URI:	http://repository.its.ac.id/id/eprint/139705

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