RANCANGAN STRATEGI PEMASARAN KUE BASAH KEPADA GENERASI Z PADA UMKM TAMPAH
“Kue Basah” is a traditional Indonesian cake processed by steaming or frying; usually, it does not last long because it contains quite a lot of liquid. Tampah is an MSME that sells kue basah as its main product. Currently, Tampah's customers are dominated by young mothers aged 27-40 years (g...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/66080 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | “Kue Basah” is a traditional Indonesian cake processed by steaming or
frying; usually, it does not last long because it contains quite a lot of liquid. Tampah
is an MSME that sells kue basah as its main product. Currently, Tampah's
customers are dominated by young mothers aged 27-40 years (generation Y) as
many as 60% and mothers aged 40-50 years as much as 40% (generation X).
Therefore, finding Tampah consumers who fall into the generation Z group is
infrequent. This is realized by Tampah as a problem, considering that at any time,
generations X and Y will disappear to be replaced by generation Z. Generation Z
has the potential to be very disinterested or, even more threatening, not to know
many market snacks that cause Tampah to lose its target market in the future.
This study used market research as a reference in designing solutions. The
indicators used are derived from two models, consumer’s food choice and quality
perception by Brunso et al. (2002) and the model of the consumers-driven definition
of traditional food products by consumers and innovations in traditional foods by
Guerrero (2009). The indicators obtained from those models will be translated into
statements in the questionnaire. The data collected through a questionnaire will be
processed using the cluster method to determine the number of market segments
that can be formed.
Three clusters were formed through the cluster analysis process: basic
customers, health-aware customers, and perfectionist customers. The selected
target market is the health-aware customer segment which prioritizes safety and
hygiene in addition to the main attributes of cakes. The marketing mix strategy
includes the product, price, place, and promotion designed based on characteristics
and suggestions and enters the health-aware customer market segment.
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