Penerapan Data Envelopment Analysis Dalam Pengukuran Efisiensi Retailer Produk Kendaraan Merek Toyota

Andrew Filardo Lumban Gaol, Nugroho Priyo Negoro
Submission Date: 2017-01-25 14:33:31
Accepted Date: 2017-03-17 10:28:10

Abstract


Peningkatan penjualan mobil dari tahun ke tahun membuat semakin ketatnya persaingan bisnis sejenis pada sektor industri otomotif, sehingga dibutuhkan keefisiensian dalam menjalankan proses bisnis agar bisnis tersebut dapat terus berkompetisi di pasar. Tolak ukur efisiensi industri otomotif dalam menjalankan kegiatan bisnisnya dilihat dari seberapa besar suatu brand dapat mendominasi pangsa pasar yang ada. Akan tetapi, tolak ukur tersebut dinilai kurang efektif dikarenakan oleh capaian pangsa pasar yang diperoleh oleh suatu brand industri otomotif terlalu terfokus pada hasil akhir (output) tanpa memperhitungkan hasil usaha (input) didalam kegiatan bisnisnya. Sehingga, diperlukan suatu metode baru untuk mengukur efisiensi dari industri otomotif tersebut secara objektif. Penelitian sebelumnya juga membuktikan bahwa penggunaan market share sebagai acuan keefisiensian suatu industri otomotif dinilai kurang efektif, sehingga digunakan metode baru dalam menghitung efisiensi dari industri otomotif dengan menggunakan Data Envelopment Analysis (DEA). Penelitian ini bertujuan untuk menerapkan DEA tersebut dalam pengukuran efisiensi retailer produk kendaraan merek Toyota di Jawa Timur. Metode yang digunakan adalah Data Envelopment Analysis (DEA), dengan objek amatan penelitian ini adalah seluruh outlet AUTO2000 di Jawa Timur sebagai retailer dari produk kendaraan merek Toyota. Hasil yang didapat dari penelitian ini yaitu terindentifikasinya faktor-faktor yang terlibat dalam efisiensi AUTO2000 dan terlihat perbandingan keefisiensian antar DMU AUTO2000 di seluruh Jawa Timur.

Keywords


Efficiency; Toyota Retailer; DEA

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