Fathan, Muhammad (2020) Analisis Preferensi Konsumen Terhadap Atribut Produk Permen Lolipop (Studi Kasus di UD Darma Daksa Multikarya). Sarjana thesis, Universitas Brawijaya.
Abstract
UD Darma Daksa merupakan salah satu produsen permen lolipop di Kota Malang yang memproduksi berbagai macam bentuk dan model karakter. Kapasitas produksi yang dihasilkan dalam satu bulan 3.000-5.000 pack atau 60.000-100.000 pcs permen. Konsumen semakin selektif dalam memilih produk yang mereka lihat dan memiliki preferensi tersendiri terhadap atribut dalam produk. Dengan itu dilakukan analisis preferensi konsumen untuk dapat mengetahui apa yang dibutuhkan dan diinginkan konsumen. Salah satu metode yang digunakan dalam analisis preferensi konsumen adalah model Kano dengan integrasi Analyctical Hierarchy Process (AHP). Berdasarkan analisis preferensi konsumen berdasarkan grafik koefisien kepuasan kano didapatkan hasil atribut yang menjadi preferensi konsumen dan dikategorikan ke dalam kategori attractive, one dimensional dan indifferent. Atribut yang berada dalam kategori attractive antara lain varian rasa, aroma dan informasi penyimpanan produk. Atribut yang berada dalam kategori one dimensional antara lain label kandungan gizi, daya simpan, ketahanan kemasan, kemasan praktis, izin produksi dan label halal. Atribut yang berada dalam kategori indifferent antara lain harga, ketebalan, kekerasan, jenis kemasan, informasi berat produk, komposisi produk, kontak produsen, variasi warna dan ukuran permen yang seragam. Berdasarkan nilai Customer Satisfaction Coefficient, atribut yang memiliki nilai IBT yang mendekati 1 yakni atribut label halal sebesar 0,61, memiliki pengaruh yang signifikan terhadap kepuasan konsumen. Dilakukan integrasi dengan AHP dan didapatkan prioritas utama dalam preferensi konsumen adalah izin produksi dengan nilai sebesar 0,255, label halal 0,202, daya simpan 0,173, ketahanan kemasan 0,118, kemasan praktis 0,076, kandungan gizi 0,062, informasi penyimpanan produk 0,044, varian rasa 0,041 dan aroma 0,029.
English Abstract
UD Darma Daksa is one of the producers of lollipops in Malang that produces various forms and models of character. Production capacity is 3,000-5000 packs or 60,000-100,000 PCs per month. Consumers are selective in choosing which products they see and have their own preference for attributes in products. The purpose of the analysis of consumer preference is to be able to know what the consumers need and want. One of the methods used in the consumer preference analysis is the Kano model with the integration of the Analytical Hierarchy Process (AHP). Based on the analysis of consumer preferences based on the graph of canoe satisfaction coefficients, the results obtained are attributes that are consumer preferences and are categorized into attractive, one-dimensional and indifferent categories. Attributes that are in the attractive category include variants of taste, aroma and product storage information. Attributes that are in the one-dimensional category include nutrition content labels, shelf life, packaging durability, practical packaging, production permits and halal labels. Attributes that are in the indifferent category include price, thickness, hardness, type of packaging, product weight information, product composition, manufacturer contact, uniform color variations and candy sizes. Based on the Customer Satisfaction Coefficient value, the attribute that has an IBT value close to 1, namely the halal label attribute of 0.61, has a significant effect on customer satisfaction. Integration with AHP was obtained and the main priorities in consumer preferences were production permits with a value of 0.255, halal label 0.202, shelf life 0.173, durability of packaging 0.118, practical packaging 0.076, nutritional content of 0.062, information storage of products 0.044, flavor variants of 0.041 and aroma of 0.029.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2020/38/052002910 |
| Uncontrolled Keywords: | Atribut Produk, Permen Lolipop, Preferensi Konsumen.lollipops candy, consumer preference, product attributes |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 Aug 2020 06:38 |
| Last Modified: | 10 Aug 2020 06:38 |
| URI: | http://repository.ub.ac.id/id/eprint/181269 |
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