Analisis Studi Pasar Produk LED Special Lighting pada Budidaya Spirulina

Ayuningtyas, Azahra (2024) Analisis Studi Pasar Produk LED Special Lighting pada Budidaya Spirulina. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Spirulina dengan kualitas baik memiliki nilai ekonomi yang tinggi sehingga pengontrolan cahaya menjadi salah satu hal yang dikembangkan saat ini. Perkembangan teknologi mendorong PT Panasonic Gobel Indonesia mengembangkan produk LED special lighting untuk mendukung budidaya mikroalga spirulina bernilai ekonomi tinggi. Penelitian ini dilakukan untuk mengetahui peluang bisnis produk LED special lighting dan faktor yang mempengaruhi niat konsumen menggunakan produk. Penelitian kualitatif digunakan dalam penelitian ini dengan pengumpulan data melalui wawancara mendalam pada enam pembudidaya mikroalga spirulina di Pulau Jawa untuk mengetahui persepsi dan niat konsumen terhadap penggunaan teknologi dalam budidaya. Model Unified Theory of Acceptance and Use of Technology-3 (UTAUT-3) diadaptasi dan digunakan dalam analisis data. Hasil penelitian ini menunjukkan bahwa LED special lighting berpotensi dikembangkan dengan potensi pasar mencapai lebih dari satu juta unit pada tahun 2024. LED special lighting diposisikan pada cost-effective dan local presence yang menunjukkan produk berteknologi memiliki harga ekonomis dan merupakan produk dalam negeri. Produk ini menyasar business to business (B2B) dan business to customer (B2C). Niat konsumen menggunakan teknologi LED special lighting dipengaruhi oleh kinerja produk untuk mengoptimalkan proses dan hasil budidaya. Spesifikasi produk yang dibutuhkan pembudidaya adalah pengaturan cahaya, kemampuan menjaga suhu media, water-resistant, tahan terhadap perubahan pH, hemat listrik, serta masa pakai panjang. Dukungan perusahaan terhadap layanan purna jual juga menjadi faktor adopsi teknologi bagi konsumen. Hasil yang diperoleh memperluas penerimaan teknologi dengan mengidentifikasi kebutuhan konsumen dan harapan penggunaan teknologi pada budidaya mikroalga spirulina.============================================================================================================== Spirulina with good quality has a high economic value so that light control is one of the things being developed today. Technological developments encourage PT Panasonic Gobel Indonesia to develop LED special lighting products to support the cultivation of spirulina microalgae with high economic value. This research was conducted to determine the business opportunities of LED special lighting products and factors that influence consumer intention to use the product. Qualitative research was used in this study by collecting data through in-depth interviews with six spirulina microalgae cultivators in Java Island to determine consumer perceptions and intentions towards the use of technology in cultivation. The Unified Theory of Acceptance and Use of Technology-3 (UTAUT-3) model was adapted and used in data analysis. The results of this study show that LED special lighting has the potential to be developed with a market potential of more than one million units by 2024. LED special lighting is positioned at cost-effective and local presence which shows that technological products have an economical price and are domestic products. This product targets business to business (B2B) and business to customer (B2C). Consumer intention to use LED special lighting technology is influenced by product performance to optimize the cultivation process and results. Product specifications needed by cultivators are light regulation, ability to maintain media temperature, water-resistant, resistant to pH changes, electricity saving, and long service life. Company support for after-sales service is also a factor in technology adoption for consumers. The results obtained expand technology acceptance by identifying consumer needs and expectations of technology use in spirulina microalgae cultivation.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Light Emitting Diode, Market Analysis, Spirulina Cultivation, UTAUT 3, Intention to Use, Light Emitting Diode, Market Analysis, Spirulina Cultivation, UTAUT 3, Intention to Use.
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Azahra Ayuningtyas
Date Deposited:	08 Aug 2024 02:15
Last Modified:	08 Aug 2024 02:15
URI:	http://repository.its.ac.id/id/eprint/111433

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