Dewi, Febiyanti and Ariffien, Afferdhy and Adriant, Irayanti (2021) ANALISIS PENILAIAN KINERJA RANTAI PERMINTAAN DENGAN PENERAPAN STRATEGI DIGITAL MARKETING PADA USAHA ROTI (TA 16.17.21.9). Diploma thesis, STIMLOG INDONESIA.
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Abstract
ABSTRAK Pada penelitian ini bertujuan untuk melakukan penerapan pengukuran kinerja manajemen rantai permintaan pada Usaha Roti Sari Good Bakery Jl Mahar Martanegara kecamatan Cimahi. Usaha Roti Sari Good Bakery memiliki aktivitas supply chain seperti pengadaan bahan baku, produksi, distribusi, serta aktivitas demand chain seperti penjualan, promosi, dan layanan pelanggan. Pada Sari Good Bakery timbul keadaan yang tidak sesuai dengan harapan perusahaan pada rantai permintaan dengan terjadi nya penurunan penjualan roti pada tahun 2020. Metode yang digunakan dalam penelitian yaitu penilaian kinerja dengan pendekatan model Demand Chain Operation Reference (DCOR), pembobotan Analytical Hierarchy Process (AHP), OMAX, traffic light system, analisis SWOT, dan decision tree. Hasil penelitian menunjukan bahwa kinerja demand chian management pada Usaha Roti Sari Good Bakery yaitu3,01 ≤ 6,328 ≤ 8,00 menandakan bahwa kinerja Sari Good Bakery cukup baik. Hasil evalusi menggunakan traffic light system yang terdari dari 8 (delapan) KPI terdapat 1 (satu) KPI yang berada pada zona hijau, 6 (enam) KPI yang beda pada zona kuning, dan 1 (satu) KPI pada zona merah. Hasil prediksi dengan menggunakan Decision tree bila kenaikan penjualan optimis sebesar 20 persen maka menghasilkan spot market sebesar Rp 299.157.759, bila kenaikan penjualan realistis sebesar 10 persen maka menghasilkan spot market sebesar Rp 209.350.454, dan bila kenaikan penjualan realistis sebesar 5 persen maka menghasilkan spot market sebesar Rp 204.136.883. Hasil analisis SWOT merekomendasi usulan strategi penjualan yaitu, melakukan pembaharan sistem pemasaran kearah sistem digital marketing, memperluas pemasaran produk roti Sari Good Bakery melalui media social, merancang media pemasaran melalui media social untuk menarik perhatian konsumen serta konsumen baru, memanfaatkan media sosial sebagai sumber informasi produk, dan menyedikan akses komunikasi antara konsumen dan penjual sebagai bentuk layanan pelanggan melalui media sosial agar mudah dijangkau konsumen. Kata Kunci: Produksi roti, Demand Chain Management, DCOR, AHP, OMAX, Traffic Light System, SWOT, Decision Tree. viii STIMLOG INDONESIA ABSTRACT The aims of this research to implement measurement of demand chain management performance at Roti Sari Good Bakery Business Jl Mahar Martanegara Cimahi subdistrict. Roti Sari Good Bakery business has supply chain activities such as raw material procurement, production, distribution, as well as demand chain activities such as sales, promotions, and customer service. At Sari Good Bakery there are circumstances that do not meet the expectations of the company in the supply chain with a decrease in bread sales in 2020. The methods used in the research are performance assessment with Demand Chain Operation Reference (DCOR) model approach, Analytical Hierarchy Process (AHP) weighting, OMAX, traffic light system, SWOT analysis, and decision tree. The results showed that the performance of demand chian management in The Good Bakery Sari Bread Business is 3.01 ≤ 6,328 ≤ 8.00 indicates that the performance of Sari Good Bakery is quite good. Evalution results using traffic light system that is from 8 (eight) KPIs there are 1 (one) KPI located in the green zone, 6 (six) different KPIs in the yellow zone, and 1 (one) KPI in the red zone. The result of the prediction using decision tree if the increase in sales is optimistic by 20 percent then it produces a spot market of Rp 299,157,759, if the realistic sales increase by 10 percent then produces a spot market of Rp 209,350,454, and if the realistic sales increase of 5 percent then produces a spot market of Rp 204,136,883. Swot analysis recommends the proposed sales strategy, namely, to reform the marketing system towards a digital marketing system, expand the marketing of Sari Good Bakery bakery products through social media, design marketing media through social media to attract the attention of consumers and new consumers, utilize social media as a source of product information, and provide access to communication between consumers and sellers as a form of customer service through social media to be easily exposed gkau consumers. Keywords: Bread Production, Demand Chain Management, DCOR, AHP, OMAX, Traffic Light System, SWOT, Decision Tree.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Depositing User: | Unnamed user with email [email protected] |
| Date Deposited: | 02 Mar 2022 08:16 |
| Last Modified: | 02 Mar 2022 08:16 |
| URI: | http://eprint.ulbi.ac.id/id/eprint/148 |
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