Hibatullah, Mohammad Fadil and Izzah, Nurul and Azzahra, Amanda Putri (2025) Analisis Faktor-Faktor yang Berpengaruh terhadap Penjualan Produk Gula pada Dataset US Candy Distributor Menggunakan Metode Root Cause Analysis. Project Report (Praktek Kerja Lapang dan Magang). UPN Veteran Jawa Timur. (Unpublished)
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Abstract
This research was conducted as part of an internship program at RevoU (PT Revolusi Cita Edukasi). The program aims to provide practical experience for students in analyzing real-world data and developing data-driven strategic solutions to address complex business problems. This study specifically focuses on the low sales performance of sugar products compared to other products such as chocolate in the US Candy Distributor dataset. This issue is considered significant because sugar products only recorded sales of 106 units at the beginning of the study, far below other product categories, indicating low market competitiveness. Therefore, an in-depth analysis was required to identify the root causes of low sales performance and formulate strategies to increase sales by 46% within one year. This research also aims to provide strategic contributions for food distribution companies and serve as a practical reference for students participating in academic programs at RevoU. The research applied the Root Cause Analysis (RCA) method, a systematic approach used to identify the underlying causes of problems and formulate data-based solutions. The RCA process involved several stages, including problem identification, root cause investigation, and the development of strategic recommendations. Four main indicators were used in this analysis: Customer Lifetime Value (CLV), Gross Profit Margin, Regional Sales Analysis, and Shipping Lead Time analysis. The CLV analysis revealed that sugar product customers generally made small purchases and rarely repurchased the products. This low level of customer loyalty indicated limited product attractiveness. To address this issue, several strategies were recommended, including customer loyalty programs, discount offers for repeat purchases, product bundling with more popular products, and limited-time promotional campaigns to increase transaction frequency. The Gross Profit Margin analysis showed that sugar products with an optimal gross profit margin of 65%–70% achieved better sales performance compared to products with excessively high or low margins. High prices discouraged purchasing decisions, while very low margins reduced company profitability. Therefore, a balanced pricing strategy is necessary to improve product attractiveness while maintaining profitability. Regional Sales Analysis identified New York and California as the main contributors to sugar product sales due to stable demand and stronger distribution networks. Meanwhile, regions such as the Gulf and Inland areas demonstrated untapped market potential. Recommended expansion strategies include improving product distribution, implementing targeted marketing campaigns tailored to local consumer characteristics, and increasing product accessibility in those regions. The Shipping Lead Time analysis indicated that Standard Class shipping was the preferred option among sugar product customers because it was considered more economical despite longer delivery times. Faster shipping methods, such as Same Day or First Class, did not significantly contribute to sales growth. Therefore, the company is advised to focus on improving shipping efficiency while maintaining affordable costs and flexibility to meet customer needs. In addition, this research emphasizes the importance of cross-functional collaboration among marketing, operations, and distribution teams to ensure effective strategy implementation. The utilization of technology in supply chain management and real-time data analysis was also identified as a key factor in responding to market changes more quickly and accurately. These technologies enable companies to monitor key performance indicators such as CLV, Gross Profit Margin, and regional sales performance to ensure that implemented strategies remain relevant and effective. The results of this study provide comprehensive insights into the factors affecting the low sales performance of sugar products and propose strategic recommendations to improve sales performance. By implementing these recommendations, sugar product sales are expected to increase significantly, operational efficiency can be enhanced, and the company’s position in the food distribution market can be strengthened. Furthermore, this study is expected to serve as a strategic reference for companies and as an academic learning resource within RevoU programs, particularly in the context of data-driven decision making.
| Item Type: | Monograph (Project Report (Praktek Kerja Lapang dan Magang)) | ||||||||
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| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6-58.62 Management Information Systems |
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| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||
| Depositing User: | Nurul Izzah | ||||||||
| Date Deposited: | 26 May 2026 01:20 | ||||||||
| Last Modified: | 26 May 2026 01:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52315 |
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