IHWANA, IWAN TEGUH (2008) MODEL MATRIK KONSUMEN SEBAGAI ANALISA STRATEGI KOMPETISI UNTUK MENINGKATKAN KUALITAS PELAYANAN DI PT. ADHIJAYATAMA MOBILINDO (ASTRIDO GROUP). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT. Adhijayatama mobilindo (AJT) one of the company the effort active in body shop, refinish car that is do repair body car vehicle that experience light damage good damage also heavy. rivalry between several body shop (repair shop body repair) force every company that move membidang that to design the service in such a manner so that can beat rivalry. Model matrik consumer is one of the approach to lengten strategy competes from consumer glasses. Analysis from consumer side of vital importance because a goods good product or service will be sold when consumer will want to buy it, consumer will buy a product if product has value more compared another competitor product. Matrix consumer is compiled on two factors, that is perceived use value and perceived price. Perceived use value related to purchase satisfaction while perceived price related to cost that taked consumer in get a certain. From second factor composed two strategies base, that is price cutting and value increasing to. Second strategy base developed to be eight strategy routes. From data processing result and discussion analysis is got information perceived price (PP) from each repair shop: for repair shop Adhijayatama Mobilindo as big as 3.92, repair shop Mitra Matra Mobilindo as big as 3.60, and for repair shop Akita Jaya Mobilindo as big as 3.65. Iinformation perceived use value (PUV) from each repair shop, repair shop Adhijayatama Mobilindo as big as 4.50, repair shop Mitra Matra Mobilindo as big as 4.25, and repair shop Akita Jaya Mobilindo as big as 4.30. Key words : Matrix Consumer, Perceive Use Value, Perceive Price, Detail Dimension, Global Dimension. PT. ADHIJAYATAMA MOBILINDO (AJT) adalah salah satu perusahaan yang usahanya adalah bergerak di bidang body shop, adalah refinish car yaitu melakukan perbaikan body-body kendaraan mobil yang mengalami kerusakan baik kerusakan ringan maupun berat. Persaingan antara beberapa body shop (bengkel body repair) memaksa setiap perusahaan yang bergerak dibidang itu untuk merancang pelayanannya sedemikian rupa sehingga dapat memenangkan persaingan. Model Matrik Konsumen merupakan salah satu pendekatan untuk mengulas strategi bersaing dari kacamata konsumen. Analisa dari sisi konsumen sangat penting karena suatu produk baik barang atau jasa akan terjual bila konsumen mau membelinya, konsumen akan membeli suatu produk jika produk tersebut memiliki nilai lebih dibandingkan produk pesaing lainnya. Matrik Konsumen tersusun atas dua faktor, yaitu perceived use value dan perceived price. Perceived use value berkaitan dengan kepuasan pembeli sedangkan perceived price berkaitan dengan biaya yang dikeluarkan konsumen dalam memperoleh sesuatu. Dari kedua faktor tersebut disusun dua strategi dasar, yaitu pemotongan harga dan penambahan nilai guna. Kedua strategi dasar tersebut dikembangkan menjadi delapan rute strategi. Dari hasil pengolahan data dan analisa pembahasan diperoleh informasi perceived price (PP) dari masing-masing bengkel adalah : untuk bengkel Adhijayatama Mobilindo sebesar 3.92, bengkel Mitra Matra Mobilindo sebesar 3.60, dan untuk bengkel Akita Jaya Mobilindo sebesar 3.65. informasi perceived use value (PUV) dari masing -masing bengkel yaitu, bengkel Adhijayatama Mobilindo sebesar 4.50, bengkel Mitra Matra Mobilindo sebesar 4.25, dan bengkel Akita Jaya Mobilindo sebesar 4.30. Kata kunci: Matrik Konsumen, Persepsi Nilai Guna, Persepsi Harga, Dimensi Global, Dimensi Detil.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FTI/IND. 08 044 |
| NIM/NIDN Creators: | 41606120017 |
| Uncontrolled Keywords: | Matrik Konsumen, Persepsi Nilai Guna, Persepsi Harga, Dimensi Global, Dimensi Detil. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 04 Nov 2022 06:57 |
| Last Modified: | 17 Dec 2022 04:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/71294 |
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