PERANCANGAN USULAN KONSEP PRODUK LOVE RING MENGGUNAKAN CHOICE-BASED CONJOINT

• Main Author: Indira Tara Devi, Made
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77847
• Institution: Institut Teknologi Bandung

PT. Infia Media Pratama, a social media focused company, is developing a new revenue stream to achieve its financial target. The new revenue stream is a community called Eros who offers alternative partner-finding media for its target market which is Indonesian citizens who are not in relationship, has a preference of finding their partners online, and aged around 18-30 years old. The first product that Eros planned to launch, and the symbol of the Eros Community is a ring named Love Ring. To develop the product based on target market preferences, conjoint experiment is used to acknowledge respondent's preferences toward product attributes. Writer used choice-based conjoint to collect 231 respondents's choice through online distributed questionnaire towards product's target market. Sampling method used is non-probability sampling. Attributes used on the experiment are logo's location, logo's technique, shank's colour, and shank's material. Then, latent class logistic regression is used to form segment between respondents. The optimal segmentation divides the respondents by three classes based on their preferences toward attributes's levels. Each class will generate one Love Ring's product concept. Form every concept generated, Product 2 has the biggest market share between the products with estimation of 46 percent. Based on undifferentiated marketing strategy, Product 2 will be used to target entire formed segment with the estimation that 46 percent of the target market will purchase the product. Then, measurement of price sensitivity is being done by Van Westendorp method to estimate the optimum price of Product 2. Based on 103 target market collected responses, writer suggests Infia to sell the product on Rp60.000 price point so Infia can maximize its selling volume. With that price point, estimated 57 person from a target market sample of 103 will purchase the product and generates Rp3.394.0642 revenue. Then the gross margin of the sold product is 91,5 percent of the revenue.