Analisis persepsi konsumen dan strategi pemasaran jus jeruk siam pontianak (Citrus nobilis var. Microcarpa)

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031

ANALISIS PERSEPSI

KONSUMEN

DAN STRATEGI

PEMASARAN

JUS

JERUK SIAM PONTIANAK

(Citrus

nobilk

var. Microcarpa)

Oleb :

MOCHAMAD ADITYO SIDIQ

F03400129

.

--

2008

PAKULTAS TEKNOLOCI PERTANLAN

MSllTUT PERTANIAN BOCOR

(2)

!Mochamad Adiiyo Sidiq.

FO3400129. Analisis Persepsi

Konsamea dan Strategi Pcmarsran Jns Jerak Siam Pootianak (Citrus nobilir war.

microc carp ah Dibawah bimbingan Ir. Paqib Udin, hZSr dan Dr. Ir. Jono hl.

Monandar. M S e 200%

Jus jeruk banyak dikonnrmsi oleh mas- di Indonesia dan di dunia karena _vitamin_C_yang_{tiogej yang}_dapat_mcncegah_{sarianan. gusi} berdarah,

dan

menwgah infeksi dari rztdikal bebas. K a n d u n p serainya

bemmfaaf tmtuk m e l m c d a n rnetabolime tubuh

dan

sebagai terapi diet lemak.

Varietas jeruk prig sering diguuakm untuk pembuatan jus jeruk terdiri dari jeruk manis (citruc sinemis (Z) &beck), gr4pe.fiuif (Cirrus p o d i r e ,Warn dan jeruk

siam p o w (Citrur mbilis var. Microolrpa). Jenrk siam pali~g banyak dibudidayakan di tndontsia kareaa mempunyai karakteristik tahan terhadap pen yakit

Peningkatan

prod*

jen& siam pontkmk meogakibatkan supply jeruk siam wningkat dipasar domestik dan harganya jatuh pada uat panen raya. Pengolahan jauk rnenjadi jus diha~apkan meningkatkan nilai tambah pada jauk 0flch.u (&kitan). Sebagai prod& prig relatif barq produk JJSP mengalami hambatan dalam mewmbus pasar, ha1 ini terkait den= eksistensi jus jeruk (or- afau lemon) sebagai top of mind masyarakat dan adanya karakrerinik rasa pahit dalam JJSP. Namun

dRlgan

teknologi peqpang rasa pahit hasil inovasi Balai Besar Penelitian

dan

Pengembangan Pasca Panen Pertanian Bogor yang diterapkan pads p d u k ini, sehingga dapat tercipta p d u k jus jeruk siam yang enak msanya, menyegadan, clan layak untuk dikonsumsi. Oleh karena itu diperiukan suatu analisis mengenai persepsi komumen terbadap JJSP dan penyllslrnanstrategipemasararmya

Jenis pewlitian yang dilakukan adalah t djenis p l i t i a n eksploratif. Informasi

dari

konarmen dikumpulkan dengan bantuan kuesioner. Umuk memudahksn pengujian dan

analisa

data, digunakan banhum program statist& SPSS 13.0. Sampel W i l

dari.

populasi diwilayab kota Bogor dengan

wnggunaLan mdode jnupo*(ye smnpling. Jlrmlah dafa minimum yang

dilxmhkan & p e d j t i m

ini

d h m h o dengan rumus slovin, dengan tingkai error sehmyak 7% yakni sebanyak 204 responden.

Aspek pasepsi konsumen diidentifikadpn dengan mcnggunakan uji dua variabel yakni iwnguji keterkaitan k a d k & & responden (variabel demogdi kooarmen) dengan kesao respondem tehskq produk JJSP, serta kesan responden dengan mimi pembelian teatradap JJSP. Uatuk mengidentifikasi ahibut perilaku konsumen jus jeruk dan untuk membantu dalarn proses posifioning JJSP digunakm

analisa

biplot Untuk membantu penylrnmao strategi pemassran yang rneliputi kegiatan peoatmm selpnentasi pas= (segmembnX tarset

P-

(rmgeting), dan posisi paw (positioning). didigrmakan analisa cluster dengan metode K-menns elwering.

(3)

tenrji hanya kesao responden yang Mubungan dengan minat pembelian responden iatradap JJSP, seda&im W - t e r i s t i k konarmen (variabel

demografis) tidak Mubungan dengan kesan responden temadap JJSP.

B e d s x h n uji dua vmiabel, analis biplot

dan

k-means clustering )m_e dilalrukm, bahssil ditentukao profil target pasar yang potensial untuk produk JJSP be&sakm kesan "suka" y a h i ~sponden bcrusia 46-55 tahun, memiliki tin@

pendidikm SMUl

SMK, berpmfesi sebagai wiraswasta, memiliki *ma

pendapafan per bulan Rp.7M.000-Rp.1.000.000,

dan

rata-&a pengeluaran per bulaa Rp.500.001-Rp.1.000.000, serta berminat tmiuk membcli ptuIuk JJSP. Penetapan posisi pasar @osirioningJ untuk segmen ini adalah "Jus jeruk siam ponliamk adalah mimmum )~mrg metyegmkan dmr menyehrukan karem memiliki mm&d sebagai m g a h

&an

dm, p i

berdmnh.

pencegoh kanker. dun ~ m e 1 4 R w k a n b u m r g ~ b e s m n

sedangkan

p f i l target pasar yang dipilih b m h a h n kesan "agak suka- adalah responden y m g benrda 26-35 tahlm, rnemiliki

tingkat

pendidikan diploma, berprofesi sebagai karyawan wasla, d i k i rats-&a pemlapauur per bulan

Rp.1.000.001-Rp.5.000.000,

dan ratwata pengeluarao per bulan Rp.

Rp.l.000.001-Rp.5.000.000.

Penetapan posisi pasar @ositioningJ untuk segmen

(4)

Morhamad Adityo Sidip Ft0400129. The of C o m e r Perception and Marketing Sb-atrgg of Pontianak Siam C iJnicc ( C i i nobilir var. iMicmcarpa). Urtder supervision by IT. Paqih Udin, MSc and Dr. lr. Jono

IM.

Manandar, MSc 2008

Citrus juice conslrmed by most people around Indonesia

and

the wvrld because of its conlent of vitamin C that could prevent

spnre,

bleeding gums, and preventing infection h r n free radical particle. Its fibers

also

has more advantages

to circulate

the

body

metabolism,

and

fat dietmy thaapy as well.

Tk

mon

common variety of citrus has been used for prooessing citrus into citrus juice such

as sweet citrus (Cibus simnsis

(2)

&beck), grape f i t citrus ( C i w pmadise

MarfX and pontianak siam citrus (Cifms nobilk vm. Microaqm)).

The

siam citrus mostly planted in Indonesia became it has certain charactpria-:, timefore

the

resistance to citrus

disease.

Tht kreasimg of pontianak sism citrus production has also affecting to increase pontianak siam c i t w supply in

the

domestic

market

and it price will fall down at the main harvest 'Ibe process hrming citrus into juice product increasing adding value to

the

off class citrus

(a&irw).

As the product

that

relatively new. the P S U (Pontiaoak Siam Citrus Juice) prodm has difficulty to penetrated ihe

market,

this

related with

the

existence of lemon or m g e juice a s the top of mind of

the

mummer, a d

the

bitterms characteristic of PSCJ.

But

with the bia- reducing techoology as

the

d t of innovation fmm Agriculture Post Harvest Research and Dwelopment Center Hall in Bogor that has been accommodate into this prod*

so

it could p d w e mare delicious PSU,

m m

refreshing PSCJ. and proper to consume. For

this

mason,

timefore it will needed

an

analysis through F'SUcormrmerpaoeptionandhowwasitmmketbgmategy.

The research mdhod is

using

explorative

research

The information horn the consumer @bed by using

an

sppropriate questionnaire. To simplify

the

Qla test and d y s i s , it will be obtaimd by statistic program

SPSS

13.0.

The

entire srnnple gz&ered fmm Bogor

city

area by using plrrposive -!ing method. The sum of minimum data

as

well

'as

needed for this resemcb obtained by slovin formula, with level

emn

amount 7?/&, and it will gathered about 204 respondent as

sample.

The comumer perception aspect identified by using hvo variable test- it use to

test

the

correlation between respondent characteristic (consumer demography variable) with respondent perception about P S U product, and also respondent perception with willingness of respondent to buy P S U product To identi& the citrus consumer behavior variable

and

also

to identify PSCJ positioning. it will be analyzed by biplot analysis. To -ge the marketing mat= that cornisling segmeniation pmcss, targeting pmcss, and positioning p n x ~ ~ ~ . will be obtained by clustff analysis with Kmeaus clurtering metbod-

From all

the

data

that

bas

been gathered from questionnaire, amount 43.6%

(5)

correlated with cousuuter impession toward

PSCJ

product meanwhile consumer characteristic (demography variables) are not correlated with the consumer impression

toward

P S U produd.

Based on

those

two.variable test, biplot analysis. and k-means clustering

.that

bas been done before, found a potentially marketing target for

PSCJ

product

based on "like* impression, that is

the

resportdent with pmfile 46-55 year of age.

having 1-1 of education S W I

SMK,

have profession as entmpmwm. having

monthly average income amount

Rp.700.000-Rp.l.000.000.

and

monthly average expenditure gmotmt Rp.500.001-Rp. 1.000.000,

and

also having willingness to buy PSCJ.

The

positioning for this segment is

"PSCI

is refreshing ond healrh~l

h u g e

became il wrderus to prevent sprue, bleeding gums. as conser inbibifor.

mrrl swtfing to defecate

".

Meanwhile,

the

mark- target that

bas

been chosen based on "approxhabdy Like" impression is the respondent with the profile 26-35 years of

age, having level of education as diploma, having profession as private employee. having monthly average income amolmt Rp. 1.000.001 -Rp.5.000.000, and monthly

(6)

ANAMIS

PERSEPSI K O N S W E N DAN

STRATEGI

PEMASARAN

JUS JERUK SIAM PONTIAPlAK

(C&m

nobilis

vat.

Microearpa)

Pada

Departawn Tekwlogi lndustri Pertanian

Fakulm Teblogi Pertanian

Instihd Pertanian Bogor

Oleb :

MOCHAMAD ADITYO SlDIQ

(7)

IiYSlTiTJT P E R T A i W V BOGOR

FAKULTAS TEKiVOLOGl PERTAiiIAN

AiiALISIS PERSEPSI KONSUMEN

DAN

!XRATEGI

P E N I A S r n i JUS

JERUK

SIAii

PONTIANAK

(Citrus nobilis var. M i c r o c a r p a )

s m l

Sebagai s p a t untuk memperoleh gelar

SARJAVA TElCNOLOGI P E R T A W

Pada Departemen Teknologi lndumi Pertanian

Fakultas Teknologi Pertanian

lnstimt Penanian Bogor

Oleh :

M O C H A I i W ADITYO SIDIQ

FU3400129

Dilahirkan di :

J m2 1 November 1982

Tan& lulus:

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