RANCANGAN STRATEGI PEMASARAN KUE BASAH KEPADA GENERASI Z PADA UMKM TAMPAH

• Main Author: Okta Nurisa, Elvira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66080
• Institution: Institut Teknologi Bandung

“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. Keywords: