ANALISIS STRATEGI DIRECT SELLING PRODUK E-KTP READER MENGGUNAKAN METODE IPA (IMPORTANCE PERFORMANCE ANALYSIS) PT. INDUSTRI TELEKOMUNIKASI INDONESIA (PERSERO) BANDUNG

Abstract

This study aims to determinedirect selling strategy carried out by PT. INTI using the IPA method (Importance Performance Analysis). The object of this research namely customer E-Ktp Reader at PT. INTI. The sampling method is probability sampling with the sampling technique issimple random sampling with a sample of 39 customer. The data collection technique used was a questionnaire. Furthermore, the scale in this study is a scalesmantic differential. Data analysis was carried out quantitatively using a descriptive research approach. Based on the validity and reliability test, each question in the variable questionnairedirect selling can be considered valid and reliable. The data obtained from distributing questionnaires to customers is processed using the IPA method (Importance Performance Analysiss) to determine the degree of conformity between performance and expectationscustomer through a Cartesian diagram. Based on the results of the gap value is known betweenperformance andimportance especially the average value performance is 3.64 next when compared to Customer Satisfaction Index, niai 3.64 is between 3.40 and 4.20. Whichmeaning that there is a match between the performance of the services provided by the company and the expectations of consumers/customers, so that the strategydirect selling which is done by the partysales force PT. INTI can already be said to be good. This shows that this study has an accurate measurement tool in measuring the level of suitability of performance with expectationscustomer who fall into the satisfied category.