Indrianawati Usman and Rico Mardinsyah (2014) Investigation of Factors that Affect Customers Do Not Re-Purchase the Original Product Component with Root Couse Analysis. In: 2014 International Conference of Organizational Innovation" (ICOI 2014, 12-14 Agustus 2014,, La Salle University, Manila, Philippines.

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Abstract

This research was conducted to customer at PT. Kobexindo Tractors Tbk Surabaya which has an unit of Doosan excavators but do not make a purchase spare part of Doosan but uses another. Therefore, Doosan spare part must analyze the factors that affect the Doosan excavator customers do not buy Doosan excavator parts in PT. Kobexindo Tractors Tbk Surabaya branch.Based on the results of research, there are four (4 ) factors that affect customer PT. Kobexindo Tractors Tbk Surabaya do not buy Doosan excavator spare parts. These factors are quality, price, availability, and service . For these factors, there are two factors that most affect customers do not buy part of Doosan excavators, the service factor and availability factor. After knowing the factors as the main reason of customers do not buy Doosan parts, it is necessary to do root cause analysis ( RCA ) to explore the root cause of these factors to create the proposed program that should be implemented in order to increase sales of Doosan excavator spare part in PT. Kobexindo Tractors Tbk Surabaya branch. Root Cause Analysis is done by developing techniques Rev 5 diagram. From the results of root cause analysis ( RCA ) for the availability factor, part of Doosan recommended program to providing business consultant for every customer served directly in the field to escort needs and the availability of parts in the unit Doosan excavator. Part of Doosan is recommended to improve service factors by make "Mobile Store Program" to use a mobile operational, to accelerate the delivery part. And evaluate the business processes of a business process is expected to find a fast, safe and profitable company and customers . The results of the identification of existing programs at Doosan spare parts are as follows. PT. Kobexindo Tractors Tbk can remove programs Consultacy Spare parts and Joy Full Program Meeting Program. These programs are not effective and less desirable by customers so it is better not continue anymore. While other programs such as Campaign Programs Spare parts, Spare parts Credit Program, and Blanket Order Program is a program that is interesting and could be continued, but need to be reviewed for these programs in order to become effective implementation.

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