COMMERCIAL MARKET DEVELOPMENT OF BULOG (INDONESIAN LOGISTIC BUREAU) THROUGH SMALL-RETAIL BUSINESS BASED ON COMMUNITY SERVICE (RPK / RUMAH PANGAN KITA).
Journal Title: International Journal of Advanced Research (IJAR) - Year 2018, Vol 6, Issue 7
Abstract
This study attempts to measure the performance of RPK in performing the expected roles and functions, so that the strengthening and inhibiting factors that are owned can be known; measure the level of customer satisfaction to know the suitability of expected and accepted services, so that the gap as the basis for the development of marketing programs can be identified, and make a competitor analysis to get the excess and or attracting factor, so that strategic steps for strengthening competitiveness of RPK can be known. The customer satisfaction index as a whole is 0.75 from the 0-1 satisfaction scale. This value is categorized as \"moderate satisfaction\" that still needs to be improved. Improvements need to be done on both the product and service aspects. Major improvements to the product quality are recommended for two attributes that are considered important to the customer but the satisfaction level is still low, that are (1) availability of expiry date and (2) expiration time limit. While major improvements in service quality aspects are (1) product availability and (2) quality guarantee from product. It indicates the need to improve the quality of BULOG products to increase customer trust in Sahabat RPK and improve stock management by Sahabat RPK.
Authors and Affiliations
Dimas Khairulya, Tajuddin Bantacut, Eko Ruddy Cahyadi.
Keywords
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