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ITS » Undergraduate Theses » Teknik Industri
Posted by dee@its.ac.id at 06/07/2010 09:17:04  •  8166 Views


PERUMUSAN STRATEGI PEMASARAN SEPEDA MOTOR HONDA DENGAN MENGUNAKAN METODE QFD DAN ANALISIS SWOT(STUDI KASUS DI PT."X")

Author :
RAHMANIA, FADLILLA ( 2500100034 )




ABSTRAK

Penelitian tentang kepuasan konsumen dealer sepeda motor Honda PT. "X" dilakukan guna mengetauhi kesesuaian antara kebutuhan dan harapan konsumen. Permasalahan menjadi semakin kritis kaika tingkat penjualan sepeda motor pada PT. "X" ini mengalami penurunan. Tujuan untuk mengetahui atribut yang diprioritaskan adalah untuk mengetahui tingkat kepuasan konsumen dalam rangka merumuskan strategi pemasaran yang tepat bagi PT. "x". Pengumpulan dan pengolahan data kuisioner menghasilkan nilai-nilai atribut house of quality mengenai kualitas pelayanan sepeda motor yang diinginkan konsumen maupun respon teknis perusahaan. Hasil analisis QFD mengbasilkan HOQ, menunjukan lima atribut yang paling diprioritaskan konsumen berdasarkan tingkat kepentingan yaitu : ketepatan dan kecepatan dalam proses pelayanan (pengajuan kredit, pengiriman sepeda motor, dll), uang muka rendah, angsuran tiap bulan terjangkau, karyawan memiliki pengetahuan dan kemampuan dalam memberikan informasi tentang cara-cara pembelian sepeda motor sampai proses pengiriman, dan pelayanan purna jual (service & ganti olie gratis). Pada gap antara tingkat kepuasan dan tingkat kepentingan terlihat bahwa kualitas pelayanan divisi penjualan PT. "X" pada umumnya belum memuaskan Hal itu terlihat banyak gap atribut yang bernilai negatif. Sedangkan berdasarkan analisis SWOT, posisi PT "x" saat ini berada pada space strength - threat, mendukung strategi diversifikasi, usulan prioritas strateginya meliputi memberikan variasi harga melakukan penyebaran pamflet, merekrut sales free lance, memberikan training skill pada pegawai, melalukan kerjasama dengan pihak bank dan lising, menciptakan paket surprise, melakukan promosi di kantor - kantor, dan memberikan diskon - diskon khusus.


ABSTRACT

Research about customer satisfaction at PT. "x" Honda's motorcycle dealer has been conducted to investigate the appropriateness between customer needs and satisfactios. The problem become more crisis when the sale level at PT"x" decrease. The purpose of knowing the priority atributs is PT. "X" become know their customer satisfactions so they can formulate the right marketing strategic for them. Collecting and analyzing data from questioner give attributes value about motorcycle service quality that is wanted by the customer and this data also give technical responds for PT. "X". QFD analysis gives HOQ result that show consumer,priority attributes; these are the speed and accuracy of service process, low down payment, monthly installment is attainable, employs have knowledge about giving information about the way to buy the motorcycle, and service after sales. The gaps of customer needs priority show that service quality of PT. "x" are not satisfaction the customer yet. It can be seen that a few attributes have negative value from the gap. And from SWOT analysis we can see that PT. "X" position is in second room, the space between strength - threat, so we support diversifications trategic.Priority stralegic that is being suggested are giving the price variation spreading pamphlets, recruiting sales free lance,giving the training skill for the employ, doing cooperaion with liaising and bank, creating zurprise packet, doing promotion at offices, and giving special discount.

KeywordsQFD ; HOQ ; AHP ; SWOT
 
Subject:  Kualitas fungsi penyebaran
Alt. Subject: Quality Function Deployment
Contributor
  1. Ir.Lantip Trisunarno,MT
Date Create: 06/07/2010
Type: Text
Format: pdf.
Language: Indonesian
Identifier: ITS-Undergraduate-3100004021018
Collection ID: 3100004021018
Call Number: RSI 658.562 Rah p


Source
Undergraduate Thesis, Industrial Engineering, RSI 658.562 Rah p, 2004

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Copyright @2004 by ITS Library. This publication is protected by copyright and permission should be obtained from the ITS Library prior to any prohibited reproduction, storage in a retrievel system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to ITS Library




[ Free Download - Free for All ]

  1.  ITS-Undergraduate-11941-2500100034-Abstract_ind.pdf - 43 KB
  2.  ITS-Undergraduate-11941-2500100034-Abstract_en.pdf - 36 KB
  3.  ITS-Undergraduate-11941-2500100034-Conclusion.pdf - 138 KB




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