ALTERNATIVE PRICING STRATEGY FOR IMPROVING THE SERVICE QUALITY OF PRODUCT LINE KOMATSU AT FORESTRY AND CONSTRUCTION SECTORS

• Main Author: PARAMA SANTI (NIM : 29108034); Dosen Pembimbing: Ir. Evo S. Hariandja, MM, WINNY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17583
• Institution: Institut Teknologi Bandung

With the global crisis that still continues is believed to suppress commodity prices and the impact on the declining demand for heavy equipment about 30% and projected sales fell by around 40%. And in the year 2009 there was an increase of about 2.9% inflation up to 3%. Inflationary pressures are expected to increase in 2010, where inflation will increase the range 4% -6%. During the period from January to September of 2009 a decline in unit sales in the forestry and construction sector compared to the year 2008. In addition, there are <br /> <br /> <br /> also decreasing market share in the forestry sector in 2009 than in 2008. <br /> <br /> <br /> One of the important factors that have an influence on the amount of the sale price is a factor. Activities pricing's role is important in the process of marketing activities. Pricing decisions can also affect consumers' assessment of services that affect the company's <br /> <br /> <br /> image. Thus it is necessary to determine an effective pricing strategy to improve customer perceptions of service quality's company. <br /> <br /> <br /> This study aims to provide an effective strategy proposal for the United Tractors Company in service quality affects customer perceptions of forestry and construction sectors. The method used in this study is the IPA (Importance and Performance Analysis) and the priority ranking average SERVQUAL GAP score. <br /> <br /> <br /> The results of this study indicate that the price factor is the most important attribute for customers in the forestry and construction sectors. For the customer's perception, attribute the price is a major priority in improving the quality of services that affect customer perceptions. Techniques recommended in the effective pricing are based on the premium price, reservation price, cost plus pricing and mark-up pricing. The recommended alternative strategy is to implement the pricing strategy to maintain the selling price by <br /> <br /> <br /> increasing the acceptance or market value lower selling prices by lowering COGS.