Pengembangan Strategi Untuk Meningkatkan Penerimaan Konsumen Terhadap Hp Dan Laptop Remanufaktur

Sari, Komang Nickita (2025) Pengembangan Strategi Untuk Meningkatkan Penerimaan Konsumen Terhadap Hp Dan Laptop Remanufaktur. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Produk remanufaktur adalah produk pemulihan yang dihasilkan melalui proses remanufaktur. Remanufaktur adalah proses pemulihan produk atau spare part menjadi setara dengan produk baru. HP dan laptop menjadi fokus utama penelitian dalam beberapa tahun terakhir karena keduanya memiliki siklus pergantian yang sangat cepat. Kemajuan teknologi yang pesat menyebabkan perangkat elektronik ini mudah digantikan, meskipun kondisinya masih layak pakai atau belum mengalami kerusakan. Meskipun telah terbukti memberikan banyak dampak positif dalam hal ekonomi, sosial, dan lingkungan, namun penerimaan konsumen terhadap produk remanufaktur di Indonesia masih rendah. Hal ini dikarenakan belum adanya acuan dalam klaim produk remanufaktur di Indonesia. Saat ini, belum ada standar kualitas maupun acuan dalam kontrol kualitas yang jelas bagi produsen produk pemulihan sehingga semua produsen pemulihan berlomba-lomba mengklaim produk mereka sebagai produk remanufaktur. Ketidakjelasan klaim produk remanufaktur ini mengakibatkan penurunan kepercayaan masyarakat dan berujung pada penerimaan masyarakat yang rendah terhadap produk remanufaktur. Pengembangan strategi dalam penerimaan konsumen tidak hanya berbicara preferensi pembelian dari konsumen, namun juga partisipasi konsumen pada take back system. Hal ini didasari oleh konsep keberlanjutan pada proses remanufaktur yaitu jika konsumen ingin membeli produk remanufaktur maka mereka harus memberikan produk bekas mereka sebagai supply di masa depan. Dengan menggunakan metode Maxdiff analysis dan Choice based conjoint analysis (CBCA) yang berakar dari teori Random Utility Model dengan mengasumsikan bahwa konsumen membuat pilihan berdasarkan utilitas yang mereka peroleh dari atribut yang berbeda, didapatkan hasil bahwa strategi standarisasi dan sertifikasi kualitas dan keamanan produk remanufaktur mampu meningkatkan preferensi pembelian konsumen. Sedangkan strategi untuk meningkatkan partisipasi konsumen pada take back system adalah pengamanan data privasi pada produk bekas mereka.
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Remanufactured products are recovered products produced through the remanufacturing process. Remanufacturing is the process of restoring products or spare parts to be equivalent to new products. HP and laptops have become the main focus of research in recent years because both have very fast replacement cycles. Rapid technological advances have made these electronic devices easy to replace, even though they are still in good condition or have not been damaged. Although it has been proven to have many positive impacts in terms of economy, society, and environment, consumer acceptance of remanufactured products in Indonesia is still low. This is because there is no reference in claiming remanufactured products in Indonesia. Currently, there are no clear quality standards or references in quality control for manufacturers of recovered products so that all recovered manufacturers compete to claim their products as remanufactured products. The ambiguity of claims for remanufactured products has resulted in a decline in public trust and has led to low public acceptance of remanufactured products. Developing a strategy in consumer acceptance does not only talk about consumer purchasing preferences, but also consumer participation in the take back system. This is based on the concept of sustainability in the remanufacturing process, namely if consumers want to buy remanufactured products, they must provide their used products as future supplies. By using the Maxdiff analysis method and Choice based conjoint analysis (CBCA) which is rooted in the Random Utility Model theory by assuming that consumers make choices based on the utilities they obtain from different attributes, the results show that the strategy of standardization and certification of the quality and safety of remanufactured products can increase consumer purchasing preferences. While the strategy to increase consumer participation in the take back system is to secure privacy data on their used products.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	B2C, Choice-Based Conjoint, Consumer Behavior, Latent Class Analysis, MaxDiff Analysis, Remanufactured Products
Subjects:	T Technology > TS Manufactures > TS170 New products. Product Development
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Komang Nickita Sari
Date Deposited:	16 Jan 2025 06:13
Last Modified:	16 Jan 2025 06:13
URI:	http://repository.its.ac.id/id/eprint/116352

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