Pengembangan Strategi Penjualan Produk Kimia dengan Pendekatan Value-Based Selling pada Perusahaan B2B di Indonesia
DOI:
https://doi.org/10.35870/jemsi.v12i5.7017Keywords:
Sales Strategy, Value-Based Selling, Exploratory Factor Analysis (EFA), Business-to-Business (B2B), Chemical ProductsAbstract
This study is motivated by the stagnation of chemical product sales at PT Rirana Pratama Mandiri amid the growth of Indonesia’s chemical industry. It aims to identify the factors inhibiting chemical product sales, determine the most dominant factor, and formulate a sales development strategy based on Value-Based Selling. This study employed a mixed-method approach with a sequential exploratory design. Internal interviews were conducted to explore sales-related issues, followed by a questionnaire distributed to 76 industrial customers. Quantitative data were analyzed using Exploratory Factor Analysis (EFA), while qualitative findings were used to clarify the results and validate the proposed strategies through a Focus Group Discussion (FGD). The results showed a KMO value of 0.848 and a Bartlett’s Test significance value of 0.000, indicating that the data were suitable for factor analysis. EFA produced four inhibiting factors: Product Value & Fit, Communication & Service Quality, Customer Need Understanding & Consultative Selling, and Post-Purchase Satisfaction & Relationship, with a cumulative variance of 65.050%. The dominant factor was Product Value & Fit, reflecting customer perceptions of price, technical benefits, product flexibility, and recommendation accuracy. Therefore, the priority strategy focuses on strengthening product value propositions through Product Value Highlight Sheets, industry-specific Product Application Guides, trial packaging variations, economical product options, and customer requirement checklists. These findings indicate that B2B chemical product sales should shift from a transactional approach toward measurable and customer-relevant value demonstration.
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