Conjoint-Based Marketing Strategy to Increase the Natural Sandy Rocks (Sirtu) Commodity in The Non-Metallic Mineral and Rock Mining Industry at PT XYZ

Abstract

Penurunan signifikan penjualan kerikil berpasir alami (sirtu) di PT XYZ selama Januari–Desember 2024 berdampak negatif terhadap pendapatan perusahaan serta prospek perpanjangan izin tambang di masa depan. Penurunan ini diduga disebabkan oleh ketidaksesuaian antara produk yang ditawarkan dengan preferensi konsumen, meliputi jenis produk, harga, volume pembelian, transportasi pengiriman, layanan pembelian, dan metode pembayaran. Penelitian ini bertujuan mengidentifikasi faktor-faktor utama yang memengaruhi keputusan pembelian, menganalisis preferensi konsumen menggunakan analisis konjoin, serta merumuskan strategi pemasaran yang tepat. Pendekatan kuantitatif deskriptif dan eksplanatori digunakan dengan teknik purposive sampling pada 25 responden. Data dikumpulkan melalui kuesioner berbasis desain analisis konjoin dan dianalisis menggunakan SPSS Statistics Versi 30. Hasil penelitian menunjukkan bahwa kombinasi atribut produk yang paling disukai meliputi: sirtu kualitas sedang, harga menengah (Rp 200.000–270.000/m³), volume pembelian sedang, pengiriman menggunakan dump truck sedang (6–8 m³), pembelian langsung, dan metode pembayaran Cash on Delivery (COD), dengan total skor utilitas 1,638. Dari enam atribut, metode pembayaran memberikan pengaruh paling tinggi (24,326%), diikuti volume pembelian (20,096%) dan transportasi pengiriman (18,523%), sementara layanan pembelian memiliki pengaruh paling rendah (6,247%). Terdapat perbedaan preferensi konsumen antar segmen, di mana perusahaan konstruksi memprioritaskan transportasi dan harga, sedangkan konsumen individu lebih mengutamakan metode pembayaran dan fleksibilitas volume pembelian.

The significant decline in natural gravelly sand (sirtu) sales at PT XYZ during January–December 2024 adversely affected the company's revenue and jeopardized the prospects for future mining permit extensions. This decline is suspected to be caused by a mismatch between the offered product and consumer preferences, including product type, price, purchase volume, delivery transportation, purchasing services, and payment methods. This study aims to identify the key factors influencing purchasing decisions, analyze consumer preferences using conjoint analysis, and formulate an appropriate marketing strategy. A descriptive and explanatory quantitative approach was used, employing purposive sampling with 25 respondents. Data were collected through a conjoint analysis-based questionnaire and analyzed using SPSS Statistics Version 30. The results indicate that the most preferred product attribute combination includes: medium-quality sirtu, medium price (Rp 200,000–270,000/m³), medium purchase volume, delivery using medium-sized dump trucks (6–8 m³), direct purchase, and Cash on Delivery (COD) payment method, with a total utility score of 1.638. Among the six attributes, the payment method had the most significant influence (24.326%), followed by purchase volume (20.096%) and delivery transportation (18.523%), while purchasing services had the least influence (6.247%). Consumer preferences varied across segments, with construction companies prioritizing transportation and price, whereas individual consumers placed greater emphasis on payment methods and flexibility in purchase volume.