EVALUATION OF THE SALES DISTRIBUTION MODEL OF AGROCOMPLEX PRODUCTS AT PT NATURAL NUSANTARA
DOI:
https://doi.org/10.47701/rpzqh818Keywords:
sales distribution, agrocomplex products, Multi-Level Marketing, distribution effectiveness, CIPPAbstract
This study aims to identify the distribution model used for agrocomplex product sales at PT Natural Nusantara, analyze its distribution effectiveness, and identify factors that hinder its implementation. The research employed a mixed methods approach with descriptive qualitative and quantitative methods. Data were collected through interviews, observation, documentation, and questionnaires distributed to stockists and business partners of PT Natural Nusantara in the Special Region of Yogyakarta. Qualitative data were analyzed using the Miles and Huberman model, while quantitative data were examined through validity and reliability tests, distribution effectiveness analysis, and evaluation using the Context, Input, Process, Product (CIPP) model combined with the Glickman Quadrant.
The findings show that PT Natural Nusantara applies a Multi-Level Marketing (MLM) distribution model through a single distribution channel, namely producer–stockist–business partner–consumer. Based on six distribution effectiveness indicators—appropriate price, quantity, place, type, time, and quality—the distribution model is classified as highly effective. Evaluation using the CIPP model also indicates that the context, input, process, and product components are in the positive category. However, several obstacles remain, including uneven marketing capabilities among distributors, low activity in parts of the distribution network, suboptimal coaching, declining market demand, and competition from similar products, which have led to decreased sales and product stock accumulation. Therefore, the company needs to strengthen its marketing strategy, network development, and distribution performance optimization so that operational effectiveness can be accompanied by increased sales.
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