ANALISIS KEPUASAN PELANGGAN POLYPROPILENE BAG DIVISI PACKAGING PT. INDOFOOD SUKSES MAKMUR BOGASARI FLOUR MILL UNTUK MENENTUKAN PASAR TARGET

摘要

the main purpose of this research is to identify and to analyze product attributes which are important according to PT ISM BSPD's customer opinion. this research was also conducted in order to determine PT ISM BSIPD target market based on customer satisfaction to its product and services? and to determine priority that must be done to improve the product and services. the data has collected and analyze within 5 months from April to September 2003 using purposive sampling method by sending questionnaire to PT ISM BPSD's customer. Attributes that will be analyzed wa5 based on customer complain (from June to December 2002) which taken from Marketing Department of PT. ISM BSPD non-structural interview with PT. ISM BSPD management and perceived quality dimension by David A there are 11 product attributes that recognized by customer of PP bag in choosing product and supplier, which arc price, webbing quality, precise time of delivery. Specification adjustment. packaging quality, weight adjustment, printing quality. Sewing quality. printed adjustment. marketing service quality. and company reputation. Several method was used to analyze the data, these include quadrant analysis, adjusted rate analysis, gap analysis, customer weight satisfaction, and correlation analysis. Weight satisfaction of customer that include in animal feed market segment in order from low to high was price, precise time of delivery. weight adjustment marketing service quality, printing quality. printed adjustment, company reputation, specification adjustment webbing quality. Sewing quality, and packaging quality. Weight satisfaction of customer that include in cruiser and chemical market segment in order from low to high was price, precise time of deliver): specification adjustment. webbing quality. sewing quality, printed adjustment, marketing service quality, company reputation. printing quality. packaging quality, and weight adjustment. Weight satisfaction of customer from other market segment in order from low to high was price, precise time of delivery. webbing quality. specification adjustment, packaging quality. Wight adjustment, printing quality: marketing service quality, company reputation. printed adjustment, and sewing quality. The result of this research suggested that PT ISM BSPD should chase finalize and chemical market segment as market target. 1'1' bag supplier for this market segment is less than animal feed market segment's. Animal feed market segment also give less margin contribution compare to this market segment. Purchasing item with short interval of time of purchase order give a low production efficiency because consumption of circular machine must be changed often to fulfill customer need. Other market segment. which consist of several industry segment, need a high variety of PP bag specification. This also raise di Acuity for PT ISM BSPD to fulfill this demand and result in a low production efficiency. On the contrary, filmier and chemical market segment give better marginudcontribution compare to animal feed and other market segment. Less PP bag specification needed, purchasing pouch that compatible with production capabilities, precise of lime delivery and precise of printing which can k strength for PT ISM BSPD. Product attributes that have to get priority to improve, if this segment chosen as target market, were specification adjustment and printed adjustment. Procurement system improvement, include supply of raw, material, need to be done as soon as possible, management of PT ISM BSPD lo assure continue supply of raw material with competitive price. In the and it is hope that the selling price is better compare of other competitor. Cooperation with BUMN must be increased because there are a lot of fertilizer and chemical company that arc BW. Their lender system and compilation pattern must be studied. udPT ISM BPSD is possible to keep developing the animal fed and other market segment. One of the effort is converting line. PT ISM BPSD only responsible to finishing process, for example printing process, while the other process from raw material supply to half material is done by cooperating with other supplier. 'This car. reduce production cost while keep existing customer.ud