ANALISIS PERSEPSI KONSUMEN TERHADAP PENERIMAAN PASAR PRODUK MINUMAN SUSU KEDELAI CAIR MENGGUNAKAN PENDEKATAN FUZZY AHP (FUZZY ANALYTICAL HIERARCHY PROCESS)
Every company wants maximum profit and sales volume increases every time . The competition among industry currently causing businessman are required to have the right strategy in order to reach sales volume target . That target can be reached by innovate existing products through product development...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/129403/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=69794 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | Every company wants maximum profit and sales volume increases every time . The
competition among industry currently causing businessman are required to have the right
strategy in order to reach sales volume target . That target can be reached by innovate existing
products through product development . That step was done by \"Sari Kedelai Bu Ade�s\"
industry. Now \"Sari Kedelai Bu Ade�s\" industry wants to launch a new product that is liquid
soybean milk with oatmeal and liquid soybean milk with rice bran. To know how consumer
reactions toward new products, it needs to do market testing of the new product. The purpose of
this research is to determine which of the two new products that will be consumer choice priority
in Yogyakarta and help the \"Sari Kedelai Bu Ade�s\" industry in making production decisions .
In this research, the approach that used is the method of Fuzzy AHP (Fuzzy Analytical
Hierarchy Process). Fuzzy AHP is used as a tool for weighting the qualitative data that the
criteria used by companies to assess consumer perceptions of new product options . Therefore,
by using Fuzzy AHP method, we can do alternative ranking of new products which is a priority
of consumer choice. The research begins by designing a hierarchical structure of the new
products selection, interviews to determination of new product attribute, distributing consumer
perceptions questionnaires to determine of criteria and sub-criteria. The criteria chosen consists
of packaging , brand , flavor , nutritional content , benefit , colors , aroma , and durability. Subcriteria
chosen is the variable of packaging, that consists of lace-up plastic packaging and
sealered cup glass. In addition, variable of benefits that consist of nutritious drinks for health
and drinks that help the diet. Furthermore, distributing AHP questionnaires, consistency testing,
fuzzification, defuzzification through crisp and weight calculations for criteria, sub-criteria and
alternatives of new products.
The results obtained based on consumer perceptionsm, the criteria that most affect
consumer considerations in buying a liquid soybean milk product is a nutritional content. In
addition, based on the consumers perception, the liquid soybean milk with oatmeal which
becomes the consumer choice priority in Yogyakarta, Therefore that information can help �Sari
Kedelai Bu Ade�s\" industry in making decisions production.
Keyword : Market testing, Consumer perceptions, Fuzzy Analytical Hierarchy Process |
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