Implementasi Database Marketing Guna Menjaga Penjualan Suku Cadang: Studi Di Pt. Yamaha Indonesia Motor Mfg.

Rahman, Fathur (2022) Implementasi Database Marketing Guna Menjaga Penjualan Suku Cadang: Studi Di Pt. Yamaha Indonesia Motor Mfg. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kondisi purna jual menjadi pertimbangan utama bagi konsumen yang ingin membeli sepeda motor baru, karena purna jual akan terus dilakukan hingga sepeda motor tersebut tidak lagi digunakan atau telah terjual. Penjualan suku cadang masih cukup baik dari sisi volume penjualan dan nominal rupiah meski terkena dampak pandemi. Untuk itu, menemukan metode untuk mengelola penjualan dan pemasaran suku cadang sepeda motor sangat penting bagi perusahaan untuk terus mempertahankan penjualannya. Identifikasi clustering category menggunakan data suku cadang yang terjual dalam 3 tahun terakhir. Kemudian segmentasi pasar A-D untuk menentukan jenis marketing category sparepart yang dapat bersaing di area tersebut. Aktivitas yang sesuai kemudian ditentukan untuk setiap segmen A-D dalam kondisi market leader dan market challenger.
Hasil clustering category tersebut dibagi menjadi 3 kategori, di mana captive parts menjadi penyumbang penjualan terbesar dengan total 60.1% penjualan suku cadang. Kemudian, berdasarkan clustering segmen A-C dalam kondisi pasar persaingan sempurna, hanya 8 jenis marketing category part yang dapat bersaing di pasar nasional. Terakhir, ada 4 macam kegiatan yang menyesuaikan dengan kondisi suku cadang nasional saat ini. Kajian ini dapat ditelaah lebih lanjut mengenai kondisi pasar masing-masing wilayah di Indonesia dengan melihat contoh kondisi nasional
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After-sales conditions are the main consideration for consumers who want to buy a new motorcycle, because after-sales will continue until the motorbike is no longer used or has been sold. Sales of spareparts are still quite good in terms of sales volume and nominal rupiah despite the impact of the pandemic. For this reason, finding methods to manage sales and marketing of motorcycle parts is very important for companies to maintain their sales.
Identify the clustering category using spareparts that sold in the last 3 years. Then market segmentation A-D to determine the type of marketing category for spareparts that can compete in that area. The appropriate activities are then determined for each segment A-D under conditions of market leader and market challenger.
The results of clustering category divided into 3 categories, where captive parts are dominating with 60.1% of total spareparts sales. Then, based on the clustering of segments A-C with perfect competitive market conditions, only 8 marketing category spareparts can compete in national market. Lastly, there are 4 activities that can adapt to the current condition of national sales. This study can be studied further of market condition each region in Indonesia with national conditions examples

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Clustering, Customers, Data, Spare Part
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Fathur Rahman
Date Deposited:	10 Feb 2022 05:52
Last Modified:	02 Nov 2022 00:52
URI:	http://repository.its.ac.id/id/eprint/93313

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