Pengaruh Peningkatan Layanan terhadap Fluktuasi Permintaan di PT. Surya Teknik Dinamika

Abstract

This study discusses the effect of fluctuations in demand on the improvement of services provided by PT. Surya Teknik Dinamika. The research method used is research that is descriptive analysis by retrieving data from customer databases and financial reports of PT. Surya Teknik Dinamika which sells various heavy equipment and machine parts to several islands including Sumatra, Kalimantan, Java and Bali with a total customer total of 191 customers. The data obtained is processed into numerical form and data visualization such as tables, pie charts and SIG, after that the data is measured with the mean, modus, variance and standard deviation to find out the distribution of the data to the average data, but to support the information an interview is also held with one of the sales staff regarding the extent of the service provided by the company to customers. The analysis technique used in this study is descriptive statistical analysis on the customer data base from PT. Surya Teknik Dinamika. The purpose of this study is to analyze the effect of demand fluctuations on service improvement in the hope of a significant increase in demand from new customer geographic segments by paying attention to customer segmentation, customer profiles, customer behavior, product preferences, marketing strategies for each customer segmentation so that from the results of the analysis it can be concluded what are the deficiencies of the service process that affects the ups and downs of demand. The results of the research are in the form of the right solution to increase customer retention which can be used to find out how capable the company is in satisfying and providing added value to its customers as well as to see how to improve the services provided by the company in overcoming customer complaints and the company can expand its marketing network in other areas that have not yet been marketing from PT. Surya Teknik Dinamika.