PENGEMBANGAN PRODUK E-BIKE DENGAN PENDEKATAN RISET PASAR MENGGUNAKAN METODE CHOICE BASED CONJOINT DAN DESIGN FOR MANUFACTURING

• Main Author: Ameera Sayaka Cakravastia, Andi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75878
• Institution: Institut Teknologi Bandung

e-Bike is one of the most popular modes of transportation (commuting) around the world. This rapidly growing trend of e-Bike development is based on the great benefits of e-Bike. The increasing trend of e-Bike development is accompanied by an increase in the features of the e-Bike desired by its users. Companies are required to continue to innovate in order to meet the needs and desires of consumers. PT Insera Sena as the largest bicycle manufacturing company in Indonesia which also produces e-Bikes wants to become the market leader in the Indonesian e-Bike market. For this reason, PT Insera Sena continues to carry out product development in order to launch new products that can meet the desires and demands of consumers. This research aims to develop e-Bike products by identifying e-Bike consumer preferences in Indonesia through market research stages. The market research stage is carried out with choice-based conjoint (CBC) methodology to be able to know the preferences of Indonesian consumers for e-Bike attributes, predict the potential market share of e-Bike, and know the segmentation of e-Bike consumers. These consumer preferences will be used as the basis for the analysis of manufacturability with the design for manufacturing method to obtain a conceptual design of e-Bike product design. The majority of e-Bike consumers in Indonesia have an interest in e-Bike with city type with 46% market share, followed by mountain bike (32%), and all urban bike (22.1%). Battery type attribute is the most considered attribute in e-Bike selection with importance (20.2%), purchase price (13.2%), safety (13%), maximum speed (11.3%), battery capacity (10.9%), charger type (9%), brand component (8.1%), bike type (8%), and motor position (6.4%). There are two segments of e-Bike users, the first segment is concerned with low-priced e-Bikes with long-lasting batteries. The second segment is concerned with the speed and advanced technology used and is willing to pay a higher price for an e-Bike.