Salam, Rifqi Abdu (2025) Analisis Faktor-faktor Yang Memengaruhi Penjualan Produk Semen Dalam Upaya Meningkatkan Minat Pembelian Pelanggan (Studi Pada Produk Semen). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Saat ini, banyak industri semen yang terlibat dalam persaingan bisnis pada pasar dalam negeri. Salah satu industri semen nasional menghadapi tantangan yaitu kurangnya penjualan pada beberapa wilayah regional yang disebabkan persaingan antar perusahaan. Kapasitas produksi yang terus bertambah seiring dengan bertambahnya jumlah pabrik yang dimiliki salah satu industri semen mendorong untuk meningkatkan penjualan produk semen. Penelitian ini bertujuan untuk memberi gambaran umum terkait faktor-faktor yang mempengaruhi minat pembelian pelanggan serta rekomendasi untuk salah satu industri semen nasional dalam meningkatkan penjualan. Metodologi yang digunakan adalah Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Variabel yang dianalisis meliputi variabel dependen berupa Intention to Purchase, sedangkan variabel independen yang digunakan yaitu persepsi terhadap kualitas, bauran pemasaran, dan customer-based brand equity (CBBE) dengan variabel intervening yaitu kepuasan pelanggan. Oleh karena itu, keluaran yang diharapkan melalui penelitian ini yaitu pengetahuan tentang faktor-faktor penting penyebab penjualan menurun, kemudian disusun strategi untuk perusahaan dalam meningkatkan angka penjualan produk semen. Berdasarkan penelitian ini, variabel persepsi kualitas, customer-based brand equity, dan customer satisfaction berpengaruh signifikan terhadap intention to purchase sedangkan variabel bauran pemasaran tidak signifikan. Selain itu, diperlukan perbaikan pada beberapa aspek indikator antara lain promotion, reliability, kualitas pelayanan, features, brand identification, dan price.
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Many domestic cement industries are involved in business competition. One of the national cement industries faces challenge lack of sales in several regional areas caused by competition between companies. The increasing production capacity along with the increasing number of factories owned by the cement industry encourages companies to increase sales of cement products. This study aims to provide an overview of the factors that influence customer intention to purchase and recommendations for the national cement industry in increasing number of product sales. The methodology used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The variables analyzed include dependent variables in the form of intention to purchase, while the independent variables used are perceived quality, marketing mix, and customer-based brand equity (CBBE) with intervening variables, namely customer satisfaction. Therefore, the expected output through this study is knowledge about important factors that cause sales to decline, then a strategy is formulated for companies to increase cement product sales. Based on this study, the variables of perceived quality, customer-based brand equity, and customer satisfaction have a significant effect on intention to purchase while the marketing mix variable is not significant. In addition, improvements are needed in several aspects of indicators including promotion, reliability, service quality, features, brand identification, and price.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Minat Pembelian, SEM-PLS, Industri Semen, Persepsi Kualitas, Bauran Pemasaran, CBBE, Kepuasan Pelanggan, Intention to Purchase, Cement Industries, Perceived Quality, Marketing Mix, Customer Satisfaction. |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Rifqi Abdu Salam |
| Date Deposited: | 30 Jul 2025 08:37 |
| Last Modified: | 30 Jul 2025 08:37 |
| URI: | http://repository.its.ac.id/id/eprint/124108 |
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