DELPHI-BASED ANALYSIS ON CUSTOMER EXPECTATION AND PERCEPTION TOWARD NAJIS PURIFIED SOAP: CASE STUDY OF HALAL NANO SOAP

• Main Author: Ayu Basuki, Aisha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64538
• Institution: Institut Teknologi Bandung

The halal industry in Indonesia is overgrowing, especially during the pandemic era. Consumers become highly conscious of their health and lifestyle that prevent illness and have a longer life. Consumers' behavior toward halal products increases due to the high awareness of halal. Through this research, the market research of Najis Purified Soap is conducted by using Delphi-Method. This market research aims to show the product to the target market in which the perceived value, perceived risk, and expectations can be determined. Furthermore, the market research aims to analyze the attitude toward halal products and migration behavior for customers from usual soap to Najis Purified Soap. This study reveals that the target market did not fully trust the product. The perceived value of the product is weak, and the perceived risk is high. Through the Focus Group Discussion, the findings can be accurately identified. The root cause of the lack of product trust is the lack of necessary information revealed on the packaging. The product information is related to product knowledge, which is weak. Meanwhile, the switching intention is firm, analyzed by Push-Pull-Mooring migration theory. Therefore, the target market's point of view is essential through this study. It gives new insights and ideas that are useful for product improvement. This study suggests it is vital to improving product knowledge to obtain customers' trust, leading to high purchase intention and high switching behavior. Especially before launching the product, the product knowledge should be well-delivered. Moreover, educating the target market is essential to increase product knowledge, leading to a solid reason to believe.