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All Journal Journal of Secretary and Business Administration Jurnal Riset Rumpun Ilmu Teknik (JURRITEK) Serambi Engineering
Lina Aulia
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Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Usulan Strategi Penetrasi Pasar Dalam Meningkatkan Penetrasi Merek 3005 Br (Studi Kasus Pada Umkm 3005 Br) Leny Rahayu; Cecep Safa’atul Barkah; Tetty Herawaty; Lina Aulia
Jurnal Sekretaris dan Administrasi Bisnis Vol 6 No 2 (2022): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v6i2.286

Abstract

Pertumbuhan industri sektor jasa yang saat ini terus berkembang salah satunya pada sektor travel pariwisata menyebabkan UMKM 3005 BR terus berusaha meningkatkan penguasaan pasar. Penelitian ini bertujuan untuk mengetahui bagamaina cara meningkatkan penetrasi merek 3005 BR. Metode yang digunakan dalam penelitian ini adalah metode kualitatif, dimana data diperoleh dari wawancara dengan pihak owner 3005 BR dan studi dokumen. Penelitian ini menggunakan analisis internal dan eksternal dengan berbagai pendekatan seperti Resources-Based View (RBV), kerangka VRIO, Sustainable Competitive Advantage (SCA), dan analisis TOWS. Hasil penelitian ini menghasilkan strategi penetrasi pasar berupa strategi customer retention dan increasing of the existing market dengan usulan-usulan program yang mampu meningkatkan penetrasi merek 3005 BR yang didukung oleh Sustainable Competitive Advantage (SCA) dari UMKM 3005 BR. Kata kunci : Strategi Penetrasi Pasar; Penetrasi Merek; Sustainable Competitive Advantage (SCA); Customer Retention; Increasing of the Existing Market.
Perancangan Rute Distribusi Barang Menggunakan Metode Nearest Neighbour Pada CV Lima Jati Juniwati; Devi Rosita; Lina Aulia
Jurnal Serambi Engineering Vol. 10 No. 3 (2025): Juli 2025
Publisher : Faculty of Engineering, Universitas Serambi Mekkah

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Abstract

A company must be effective and efficient in determining distribution route to saving distance and transportation cost in shipping goods. Distribution routes that are not optimal can cause delay in delivery and company has to spend higher cost for distribution. CV Lima Jati has problem in determining an optimal distribution route to deliver goods to customers. This research was conducted to design an optimal distribution route with minimum distance and distribution cost. Nearest Neighbour method can be applied to obtain an optimal solution to solve the problem. The data used consist of demand customers, distance between customers, distribution cost and vehicle capacity. The result shows an optimal distribution route with total distance 303,5 kilometers or 54,4% from existing total distance. Distribution cost total is Rp 387.618 or decrease 29%. The conclusion is an optimal solution which is efficiency total distance and distribution cost after designing distribution route by using Nearest Neighbour method.
Optimasi Heuristik Aturan Asosiasi untuk Tata Letak Produk Obat Berbasis Frequent Itemset Mining: Studi Kasus Apotek PT MPI Lina Aulia; Marzuqi Baitaurridwan; M Zaky Hadi
JURNAL RISET RUMPUN ILMU TEKNIK Vol. 4 No. 2 (2025): Agustus : Jurnal Riset Rumpun Ilmu Teknik
Publisher : Pusat riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurritek.v4i2.6222

Abstract

This study proposes a hybrid approach combining Frequent Itemset Mining (FIM) and Algorithms and Genetic Algorithm for product layout optimization with a case study at PT. MPI Pharmacy. The FIM Algorithms is employed to extract association rules from 1,000 beauty product sales transactions, while the Genetic Algorithm is utilized to perform product placement based on these rules generated, with storage space constraints. Implementation results demonstrate that this hybrid approach successfully identifies 18 key association rules (support >15, confidence >80%) and proposes an optimal layout configuration model that reduces customer travel distance by 25 compared to conventional layouts used by MPI Pharmacy. The Genetic Algorithm solves complex rule-based optimization problems for product placement, which are limited by traditional market basket analysis (MBA) approaches that rely solely on association rules. This hybrid sistem not only improves pharmacy operational efficiency at PT MPI (reducing service time by 18) but also increases cross-selling opportunities by 22. Hence, inventory operations management impproved efficiently. The research findings contribute to the field of retail space optimization by effectively integrating association rule mining and evolutionary computation.  
Co-Authors Cecep Safa’atul Barkah Devi Rosita Juniwati Leny Rahayu M Zaky Hadi Marzuqi Baitaurridwan Tetty Herawaty