ANALISIS TINGKAT AKSEPTASI PENGEMBANGAN PRODUK BARU: STUDI PERSEPSI KONSUMEN PADA PRODUK SARI FERMENTASI KEDELAI

Paramitha, Yunda Bella (2014) ANALISIS TINGKAT AKSEPTASI PENGEMBANGAN PRODUK BARU: STUDI PERSEPSI KONSUMEN PADA PRODUK SARI FERMENTASI KEDELAI. S2 thesis, UAJY.

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Abstract

New product development is needed to meet the nutritional needs of the people of Indonesia. “Sari fermentasi kedelai” is an innovative product that contains nutrients and health benefits which more optimal than soymilk. Ease of raw materials and production processes as well as the potential customers support “sari fermentasi kedelai” as a business opportunity. The success of a new product is affected by consumer acceptance. Understanding of consumer behavior has also become an important provision for the marketing strategy. For that, research on consumer acceptance and behavior that includes favorite flavor, purchase intention, price sensitivity, attitude toward the content of a beverage, and awareness on health is needed. In this study, the test markets conducted experiments involving one hundred adult respondents in Yogyakarta. Respondents were asked to fill out a questionnaire to assess a product prototype with two flavors. A taste test was used as a sensory evaluation using a 7-point hedonic scale. Purchase intention was measured with a binomial scale. van Westendorp price sensitivity measurement method was used to analyze the respondents’ acceptance of the price. Attitude towards the content of a beverage and awareness of health was tested using one way ANOVA to determine differences in the preferences of the respondents based on demographic factors, (gender, age, monthly income, diet, and exercise frequency). The same test was also applied to determine taste preferences and purchase intentions based on demographic factors. Based on the test results, the optimum price range for “sari fermentasi kedelai” original flavor is at Rp 4000,00 to Rp 5000,00 while the mocha coffee flavors at a price of Rp 5000,00. Respondent gender was not a factor differentiating the taste preferences of both prototypes, but the age of respondents distinguish A mocha coffee flavor prototype. The same thing happened to age. A healthy diet is important for the majority of respondents, as well as nutritional content. The majority of respondents choose drinks with low content of fat and sugar. The majority of consumers do not see the taste is more important than the quality of the drinks, especially women. Preferences fermented soy-based drinks have differences in terms of age, while the attention of the beverage composition has a difference in terms of revenue. In general, respondents have the urge to consume fermented soy extract.

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