developing market research tool and procedure to

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By

Apriano Prasetyo Putro 11307001

BACHELOR’S DEGREE in

INDUSTRIAL ENGINEERING

FACULTY OF ENGINEERING AND INFORMATION TECHNOLOGY

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

August 2017

Revision After the Thesis Defense on July 25, 2017

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Apriano Prasetyo Putro STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Apriano Prasetyo Putro

____________________________________________

Student Date

Approved by:

Rindawati Maulina, S.T., M.T., M. Sc.

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Thesis Advisor Date

Dr. Tanika D. Sofianti, S.T., M.T.

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Thesis Co-Advisor Date

Dr. Ir. Gembong Baskoro, M. Sc.

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Dean Date

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Apriano Prasetyo Putro ABSTRACT

DEVELOPING MARKET RESEARCH TOOL AND PROCEDURE TO IDENTIFY PROSPECTIVE MARKET OF PT. XYZ

By

Rindawati Maulina, S.T., M.T., M. Sc., Advisor Dr. Tanika D. Sofianti, S.T., M.T., Co-Advisor

SWISS GERMAN UNIVERSITY

The purpose of this research is to know which cities that have prospective markets by starting the analysis from all of 33 provinces in Indonesia. It may help PT. XYZ to decide which city is suitable for expansion. This research uses the methodology of market research by designing market research tool and procedure. Which is in this research use Analytic Hierarchy Process (AHP) as a tool and the step of AHP as a procedure. The research is divided into two phases of scoring. It starts from analysing all of 33 provinces in Indonesia to know which three best provinces with the highest weight of scoring. After that, this research analyse the districts and cities in each province to know which five cities in each area that have the highest weight of scoring.

The results in this research are the district of Kebumen, Brebes, Banyumas, Tegal and the city of Semarang from Jawa Tengah, from Jawa Timur are the district of Banyuwangi, Jember, and the city of Surabaya, Malang and Madiun. From Jawa Barat are the city of Bogor, Sukabumi, Bandung, Cirebon and Bekasi.

Keywords: Expansion, Start-up, Fin-Tech, Market Research, Analytic Hierarchy Process, AHP

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Apriano Prasetyo Putro DEDICATION

I dedicate this Thesis works for Swiss German University, all of the lecturers in Swiss German University, my parents and all of my family, all of the students in Swiss

German University and all of my friends in Swiss German University

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Apriano Prasetyo Putro ACKNOWLEDGEMENTS

ِمي ِحَّرلا ِنمْحَّرلا ِالله ِمْسِب

First and foremost, I would like to thank Allah S.W.T. for His mercy and guidance in giving me full strength to complete this thesis. Even I was facing many difficulties, I kept trying to finish it. A lot of thanks to the most important people in my life are to my parents and all my families for all of their support and prayers during my thesis work.

Then, I would like to thank Mrs. Rindawati Maulina, S.T., M.T., M. Sc. as my Advisor and Mrs. Dr. Tanika D. Sofianti, S.T., M.T., Co-Advisor for support in education, motivation and guidance to complete this thesis.

In the end, I want to express my appreciation to all those who have been supporting me to complete this thesis:

1. Naeil Nasir Bagis, Shin Fukuyama, Ijlal Habibi, Lawrence David Cavestany, and my other friends in Industrial Engineering for support, advise and experiences in a good teamwork.

2. Kirana Witari Syafi’i for the support, patience, advise and the most importance is her prayer.

3. Dimas Hakim, Naeil Nasir Bagis, Irdam Perdana Putra, Bagas Sinar Bintang, Richard Mullyawan, Hanif Rizki Putra, Talitha Marsha, Christian Bernhard, Subeki Nugroho and my other friends for support in helping me to complete this thesis and all of your prayers. Thank you so much to you all.

4. Anbiya Yasmine, Yohanes Devin and Nikolas Bastanta as my friends in my band Manumanasa. Thank you for support and our motto “Do not let college life disturbing our band activity” that means if there is a lot of college assignments,

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Apriano Prasetyo Putro we have to complete it first before we want to do our band activity. Keep productive, work and consistent.

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Apriano Prasetyo Putro TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 8

LIST OF FIGURES ... 11

LIST OF TABLES ... 12

CHAPTER 1 - INTRODUCTION ... 15

1.1 Background ... 15

1.2 Research Problems ... 18

1.3 Research Questions ... 18

1.4 Research Objectives ... 19

1.5 Scope and Limitations ... 19

1.6 Significance of Studies ... 19

1.7 Thesis Structure ... 21

CHAPTER 2 - LITERATURE REVIEW ... 22

2.1 Financial Technology... 22

2.2 Market Research ... 22

2.2.1 Stage 1 : Preliminary Screening ... 23

2.2.2 Stage 2 : Analysis of Industry Market Potential ... 24

2.2.3 Stage 3 : Analysis of Sales Potential ... 25

2.3 Analytic Hierarchy Process (AHP) ... 26

2.3.1 Step 1 – Setting up Decision Hierarchy ... 27

2.3.2 Step 2 – Collecting Data ... 28

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2.3.3 Step 3 – Estimate the Relative Weights ... 29

2.3.4 Step 4 – Aggregating the Relative Weights ... 31

CHAPTER 3 - RESEARCH METHODS ... 33

3.1 Research Process ... 33

3.2 Type of Research ... 33

3.3 Type of Data ... 34

3.4 Time Period ... 34

3.5 Data Collection Method ... 34

3.6 Data Analysis Method ... 34

3.6.1 Gross Domestic Regional Domestic Product (GDRP) ... 35

3.6.2 Inflation ... 36

3.6.3 Number of Companies ... 36

3.6.4 Internet User ... 37

3.7 Analytic Hierarchy Process (AHP) ... 38

CHAPTER 4 - RESULTS AND DISCUSSIONS ... 40

4.1 Data Collection ... 40

4.1.1 GDRP Growth Rate ... 40

4.1.2 Inflation Growth Rate ... 41

4.1.3 Number of Small and Micro Companies ... 43

4.1.4 Number of Internet Users ... 44

4.2 Data Analysis Scoring Phase 1 ... 45

4.2.1 Scoring Phase 1 ... 45

4.2.2 Analytic Hierarchy Process Scoring Phase 1 ... 50

4.3 Data Analysis Scoring Phase 2 ... 57

4.3.1 AHP Jawa Tengah... 57

4.3.2 AHP Jawa Timur ... 66

4.3.3 AHP Jawa Barat... 72

4.4 Summary ... 77

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CHAPTER 5 - CONCLUSIONS AND RECOMMENDATIONS ... 81

5.1 Conclusions ... 81

5.2 Recommendations for PT. XYZ ... 83

GLOSSARIES ... 84

REFERENCES ... 85

APPENDICES ... 88

CURRICULUM VITAE ... 141