PENGEMBANGAN PRODUK BUMBU BERDASARKAN PREFERENSI PELANGGAN BISNIS PADA PT. ARMITA ABADI

Penelitian ini ditujukan untuk mengetahui preferensi pelanggan bisnis terhadap atribut utama produk bumbu yang dapat digunakan untuk pengembangan produk bumbu pada PT Armita Abadi. Penelitian ini merupakan penelitian kuantitatif yang menggunakan kuesioner untuk mengumpulkan data primernya. Pengambilan sampel menggunakan metode populasi dimana respondennya sebanyak 130 orang yang merupakan pelanggan bisnis dari PT. Armita Abadi. Penelitian ini menggunakan metode conjoint dengan syntax editor pada SPSS 13. Hasil penelitian ini dibagi dua untuk pengambilan < 1000 kg dan pengambilan >= 1000 kg. Hasil penelitian daripelanggan yang mengambil < 1000 kg menunjukkan bahwa atribut harga menunjukkan tingkat kepentingan yang paling tinggi diantara semua atribut, diikuti atribut bentuk dan rasa. Pengembangan produk bumbu harus memperhatikan atribut- atribut tersebut. Berdasarkan penentuan preferensi pelanggan terhadap atribut produk bumbu dan analisa hasilnya, maka dapat diambil kesimpulan yaitu pengembangan produk bumbu dilakukan berdasarkan kombinasi atribut utama yang terbaik pada produk bumbu ini,


Alt. Description

The purpose of this research is to know the customer preference business towards main attribute of seasoning product that could be applied by PT. Armita Abadi in developing its seasoning product. This research was quantitative research which used questioner in order to get primary data. Sample were taken using population method which included 130 person who are business customer from PT. Armita Abadi. This research used conjoint method with syntax editor on SPSS 13. The result from this research is divided into 2 categories : order < 1.000 kg, and order >= 1.000 kg. Based on research from customer, Result of research from cutomer order < 1.000 kg showed that price is the most important attribute, followed by form and taste. The development of seasoning product should aware of these attributes. Based on determination of customer preferency for attribute of seasoning product and analysis of the result, we can conclude that development of seasoning product can be done based on combination of the best main attribute on this seasoning product , such as : price < Rp 30.000 / kg, liquid form with sweet taste , which this price : < Rp. 30.000 / kg can be used as indicator of quality of the seasoning product.

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