Prima Fithri, Intan Juwita, Alizar Hasan, Aslimuardi Muluk
{"title":"PENGEMBANGAN PRODUK MINUMAN TEH SUNGKAI DENGAN MEMPERTIMBANGKAN PREFERENSI KONSUMEN","authors":"Prima Fithri, Intan Juwita, Alizar Hasan, Aslimuardi Muluk","doi":"10.36275/stsp.v23i1.594","DOIUrl":null,"url":null,"abstract":"An important aspect that needs to be carried out by producers so that their products can compete is by carrying out product development and innovation. One of the innovations that can be made during the Covid-19 pandemic is drinks and food that can boost the body's immunity such as Sungkai leaves which are called Tea Royal Sungkai Sinatra. This drink is a new product resulting from an innovation that started with the widespread use of sungkai leaves as an alternative treatment for Covid-19. Sungkai leaf boiled water is felt if you drink it immediately tastes bitter and impractical. Therefore it is necessary to develop products so that consumer preferences are met. This study uses the integration of the Conjoint Analysis and QFD methods. The Conjoint Analysis method functions to research the market for consumer preferences regarding attributes and levels that are the focus of customers, while QFD is a planning tool that functions to ensure consumer preferences are known to business owners in making products to increase customer satisfaction. Based on the research results, four important attributes were obtained for consumers for Sungkai tea beverage products, namely taste, aroma, color, and price attributes. Based on the attributes and levels that are considered important, 16 combinations of products obtained from SPSS processing are obtained. The best product combination is lemon flavor with normal aroma, tea has a brown color, and the price is <Rp. 20,000. Furthermore, processing of the producer's technical response is carried out based on consumer preferences that have been obtained through the Conjoint Analysis method. Based on the interview results, four technical responses were obtained, with the technical response having the highest relative importance value, namely the selection of raw materials with a value of 25%, meaning that the first development that must be considered by the company is the selection of raw materials for Sinatra's royal Sungkai tea product.","PeriodicalId":31905,"journal":{"name":"Sainstek Jurnal Sains dan Teknologi","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Sainstek Jurnal Sains dan Teknologi","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.36275/stsp.v23i1.594","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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Abstract
An important aspect that needs to be carried out by producers so that their products can compete is by carrying out product development and innovation. One of the innovations that can be made during the Covid-19 pandemic is drinks and food that can boost the body's immunity such as Sungkai leaves which are called Tea Royal Sungkai Sinatra. This drink is a new product resulting from an innovation that started with the widespread use of sungkai leaves as an alternative treatment for Covid-19. Sungkai leaf boiled water is felt if you drink it immediately tastes bitter and impractical. Therefore it is necessary to develop products so that consumer preferences are met. This study uses the integration of the Conjoint Analysis and QFD methods. The Conjoint Analysis method functions to research the market for consumer preferences regarding attributes and levels that are the focus of customers, while QFD is a planning tool that functions to ensure consumer preferences are known to business owners in making products to increase customer satisfaction. Based on the research results, four important attributes were obtained for consumers for Sungkai tea beverage products, namely taste, aroma, color, and price attributes. Based on the attributes and levels that are considered important, 16 combinations of products obtained from SPSS processing are obtained. The best product combination is lemon flavor with normal aroma, tea has a brown color, and the price is
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