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ITS » Undergraduate Theses » Teknik Industri
Posted by eny at 04/02/2009 16:24:13  •  3365 Views


EVALUASI DAN SELEKSI SEGMENTASI PASAR PRODUCT FAMILY DENGAN MENGGUNAKAN METODE FUZZY CLUSTERING STUDI KASUS PT. MEGACAHAYA TEKNIKATAMA

EVALUATION AND SELECTION MARKET SEGMENTATION FOR PRODUCT FAMILY BASED ON FUZZY CLUSTERING CASE STUDY PT. MEGACAHAYA TEKNIKATAMA SURABAYA

Author :
PUJIASTUTI, HENING 




ABSTRAK

Segmentasi pasar merupakan hal yang penting bagi suatu perusahaan industri. Hal ini didasari oleh perusahaan yang tidak dapat berhubungan dengan semua pelanggan di pasar yang besar luas dan beraneka ragam. Dengan segmentasi pasar yang baik maka perusahaan mampu melayani target strategisnya yang sempit secara efektif dan efisien ketimbang pesaing yang bersaing lebih luas. Penelitian ini menggunakan metode fuzzy clustering yang dikembangkan oleh Zhang et al. 2006 dan diterapkan pada PT. Megacahaya Teknikatama yang merupakan distributor lampu PEUR Product End User and Replacement. Product Family yang diamati adalah lampu fluorescent. Tujuan dari penelitian adalah merumuskan strategi produksi dan pemasaran yang tepat bagi perusahaan. Tools yang digunakan dalam penyelesaian penelitian adalah SPSS 14.0. Hasil dari clustering adalah 3 buah klaster. Klaster pertama terdiri dari 30 produk dengan mean value 104 watt WW Colour designation ES cap base 575 cm diameter ulir 819 Ra rendering index 2700 K colour temperature dan 556 lm lamp luminous flux dan kontribusi penjualannya sebesar 259. Dimana produk berpasangan dengan konsumen. Sedangkan klaster kedua terdiri atas 7 produk dengan kontribusi penjualan 6 . Mean value klaster kedua adalah 584 watt CDL Colour designation ES cap base 70 cm diameter ulir 805 Ra rendering index 6500 K colour temperature dan 38571 lm lamp luminous flux. Dan klaster ketiga terdiri atas 79 buah produk dengan prosentase penjualan tertinggi yakni 681 . Mean value dari klaster ketiga adalah 154 watt CDL colour designation ES cap base 661 cm diameter ulir 796 Ra rendering index 64519 K colour temperature dan 9069 lm lamp luminous flux. Setelah dilakukan fuzzy clustering hasil yang diperoleh dibandingkan dengan K-Means. Berdasarkan hasil pengolahan K-Means diperoleh 3 klaster. Klaster pertama terdiri dari 79 produk klaster kedua terdiri atas 6 produk dan klaster ketiga 30 produk. Jumlah produk yang terdapat di klaster 1 dan 3 antara fuzzy clustering dan K-Means berbeda tetapi hal itu tidak mempengaruhi membership. Selain itu pada produk 43 dan 103 ada beda klaster yang menunjukkan kesamaran dari produk produk 43 merupakan lampu genie dan produk 103 adalah lampu tornado. Untuk ketiga klaster hasil pengolahan fuzzy clustering dirumuskan strategi produksi yang sesuai. Strategi produksi tersebut berupa prioritasisasi alokasi resource dan penjadwalan produksi yakni klaster ketiga klaster pertama dan klaster kedua. Alokasi resource yang diberikan berupa peralatanmesin bahan baku waktu dan tenaga kerja. Ketiga klaster tersebut dapat meningkatkan efisiensi produksi karena merupakan representasi dari tujuh jenis lampu fluorescent yang memiliki kontribusi penjualan tinggi. Sedangkan strategi pemasaran berupa 4P Product Price Place and Promotion dan PDB Positioning Differentiation and Branding.


ABSTRACT

Market segmentation is very essential for a company industry. since company that cant connect with all customers in large broad and diverse market. Good market segmentation will bring company to their target segment effectively and efficiently rather than competitor that compete in wide market. This research uses fuzzy clustering method that developed by Zhang et al. 2006 and implemented in PT. Megacahaya Teknikatama which is distributor of PEUR Product End User and Replacement lamp. This research develop production and marketing strategy for company. SPSS 14.0 is used for this research. The result of clustering are 3 clusters. The first cluster consist of 30 products with mean value 104 watt WW Colour designation ES cap base 575 cm screw thickness 819 Ra rendering index 2700 K colour temperature and 556 lm lamp luminous flux. This cluster donate 259 of sales. In this case product and customers are pairs. While the second cluster consist of 7 products and give 6 of sales. Mean value of second cluster are 584 watt CDL Colour designation ES cap base 70 cm screw thickness 805 Ra rendering index 6500 K colour temperature and 38571 lm lamp luminous flux. And the last cluster consist of 79 products with the highest percentage of sales which is 681 . Mean value of the third cluster are 154 watt CDL colour designation ES cap base 661 cm screw thickness 796 Ra rendering index 64519 K colour temperature and 9069 lm lamp luminous flux. After fuzzy clustering has finished the result compares with K-Means. From K-Means method we get 3 clusters the first consist of 79 products second cluster consist of 6 products and the last cluster consist of 30 products. Total products from the first and last cluster between fuzzy clustering and K-Means are different but that doesnt affect membership. Besides product 43 and 103 have different clusters that show fuzziness of products. Product 43 is genie and product 103 is tornado lamp. Production strategy are propsed based on fuzzy clustering which is doing by prioritize resource allocation which is the third cluster followed by the first and second cluster. Resource allocation by allocate machine raw material time and workers. Those clusters can raise production efficency. It cause of those clusters represent 7 type of fluorescent lamp. And marketing strategy develop based on 4P and PDB.



KeywordsProduct family ; Segmentasi pasar ; Fuzzy clustering
 
Subject:  Marketing
Contributor
  1. Dr. Ir. Patdono Suwignjo M.Eng, Sc.
    Ir. Budi Santosa, M.S.,Ph.D
Date Create: 04/02/2009
Type: Text
Format: pdf
Language: Indonesian
Identifier: ITS-Undergraduate-3100009034081
Collection ID: 3100009034081
Call Number: RSI 658.8 Puj e


Source
Undergraduate Theses, Industrial Engineering, RSI 658.8 Puj e, 2008

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