Rancangan Penjualan dan Distribusi Jeruk Chokun (Studi Kasus: PT Bina Jaya Abadi)

Suryanti, Ayu Mega (2023) Rancangan Penjualan dan Distribusi Jeruk Chokun (Studi Kasus: PT Bina Jaya Abadi). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk mengidentifikasi skema alur saluran distribusi jeruk, preferensi konsumen dan stakeholder dalam penjualan dan distribusi jeruk, serta alternatif penjualan dan distribusi jeruk Chokun yang dapat dilakukan oleh PT Bina Jaya Abadi. Urgensi ini muncul dikarenakan PT Bina Jaya Abadi masih bergantung erat pada tengkulak untuk menjual hasil produksinya dan belum mengidentifikasi peluang saluran distribusi. Penelitian ini memiliki desain penelitian kualitatif dan data yang dikumpulkan adalah data primer dan data sekunder. Data yang dikumpulkan kemudian dicek menggunakan metode triangulasi data. Hasil penelitian mengidentifikasi bahwa terdapat sembilan alur saluran distribusi jeruk yang dapat dimanfaatkan oleh PT Bina Jaya Abadi dengan melalui anggota saluran distribusi konsumen langsung, tengkulak dan pengepul, pedagang kios buah, distributor, pabrik pengolah jeruk, dan supermarket. Saat ini, PT Bina Jaya Abadi menjual jeruk Chokun hasil produksinya hanya melalui empat alur saluran distribusi, sehingga terdapat lima alternatif alur saluran distribusi yang diusulkan dengan tiga anggota saluran distribusi baru, yaitu distributor, pabrik pengolah jeruk, dan supermarket. Melalui identifikasi tersebut, didapatkan informasi bahwa konsumen dan stakeholder memiliki preferensi buah jeruk yang memiliki stiker, tampilan yang segar, dan rasa yang manis.
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This study aims to identify the flow of distribution channels for oranges, consumer preferences and stakeholders in the sales and distribution of oranges, as well as alternative sales and distribution of Chokun oranges that can be carried out by Bina Jaya Abadi Inc. This urgency arises because Bina Jaya Abadi Inc. still depends heavily on middlemen to sell their products and has not yet identified opportunities for distribution channels. The research design is qualitative. Primary data is collected through interviews with three types of sources, which are consumers, producers, and sellers. The collected data is going to be tested through data triangulation method. The result of the research is that there are nine distribution channels in the market to sell oranges with six distribution channel members which are the consumers, middleman, fruit stall sellers, distributors, orange processing factories, and supermarkets. Bina Jaya Abadi Inc. uses only four distribution channels to sell Chokun oranges, so there are five alternative distribution channels with three new distribution channel members that are proposed which are distributors, orange processing factories, and supermarkets. Through the identification, information is obtained that the consumer and stakeholders prefer oranges with stickers, fresh looks, and sweet taste.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	jeruk Chokun, saluran distribusi, penjualan, distribusi buah, Chokun oranges, distribution channels, sales, fruit distribution.
Subjects:	H Social Sciences > HF Commerce > HF5415.7 Physical distribution management
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ayu Mega Suryanti
Date Deposited:	02 Feb 2023 08:03
Last Modified:	02 Feb 2023 08:03
URI:	http://repository.its.ac.id/id/eprint/95998

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