Analisis Frekuensi Kemunculan Fase Dalam Sales Process Pada Penjualan Perlengkapan Masak Berbasis Mobile Chat (Studi Kasus: Forbento.Com)

Muchammad Fahmi Zamroni, Arif Wibisono
Submission Date: 2017-07-13 12:46:48
Accepted Date: 2018-01-09 21:27:31

Abstract


Berkembangnya mobile chat sebagai saluran penjualan menuntut para pelaku bisnis untuk terus melakukan perbaikan terhadap proses penjualan yang dilakukannya. Masalah yang muncul adalah fase-fase penjualan yang terjadi bersifat acak dan tidak terstruktur. Hal ini membuat pelaku bisnis sulit menentukan prioritas perbaikan pada sales process, utamanya untuk meningkatkan penjualan.

Penelitian ini bertujuan untuk menganalisis kemunculan fase-fase pada sales process. Dalam penelitian ini, kami melakukan pengembangan fase-fase pada sales process untuk mendapatkan hasil yang lebih baik, antara lain making initial contact, exploration, bargaining, ordering, delivery product, payment, complaining, dan closing. Kemudian, kami memetakan percakapan di masing-masing saluran tersebut secara manual ke dalam fase-fase sales process. Kami menggunakan statistika deskriptif dan sequential pattern mining – algoritma prefixspan untuk menganalisis data selama 3 bulan.

Hasil dari penelitian ini menunjukkan bahwa fase yang paling banyak dilakukan pada sales process dari segi probabilitas kemunculan fase, proporsi fase dalam satu kali percakapan dan frekuensi kemunculan adalah exploration. Pola urutan kemunculan fase yang paling sering terjadi adalah initiation, exploration, exploration, ordering, payment, delivery product, dan closing. Serta, proses tawar menawar memiliki pola urutan yang tidak tetap atau acak sesuai dengan kebiasaan pelanggan

 


Keywords


Action Workflow Theory; Mobile Chatting; Sales process; Statistika Deskriptif; Sequential Pattern Mining; PrefixSpan

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