Segmentasi Konsumen Dalam Mengadopsi Strategi Remanufaktur Produk HP Dan Laptop Menggunakan Latent Class Analysis

Lindra, Lindra (2025) Segmentasi Konsumen Dalam Mengadopsi Strategi Remanufaktur Produk HP Dan Laptop Menggunakan Latent Class Analysis. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Remanufaktur adalah salah satu strategi inovatif dalam sirkular ekonomi untuk mengembalikan kembali produk bekas pakai ke kondisi yang sama seperti produk baru melalui tahapan pengumpulan, inspeksi, pembersihan, perbaikan, dan pengujian. Meskipun menawarkan manfaat ekonomi dan lingkungan, tingkat penerimaan konsumen terhadap produk remanufaktur, terutama HP dan Laptop masih rendah. Oleh karena itu, penelitian ini bertujuan untuk menyoroti heterogenitas persepsi dan perilaku konsumen dalam membeli produk remanufaktur dan berpartisipasi pada take-back system untuk di adopsi ke dalam strategi remanufaktur elektronik (HP dan Laptop) yang didasari oleh perbedaan preferensi setiap kelompok konsumen Generasi Z. Metode latent class analysis (LCA) digunakan untuk membantu mengidentifikasi dan mengelompokkan konsumen berdasarkan faktor – faktor yang mempengaruhi keputusan mereka. Pendekatan LCA dipilih untuk mengidentifikasi pola tersembunyi (latent) dalam perilaku, melalui pengolahan data survei empiris. Penggunaan LCA dapat meminimalkan asumsi IIA dengan membagi konsumen pada beberapa kelas, dengan begitu juga dapat diidentifikasi pula tingkat kematangan dari setiap kelas tersebut. Hasil penelitian menunjukkan bahwa dalam konteks pembelian, konsumen terbagi menjadi tiga segmen utama: Brand Oriented Quality Seekers, yang mengutamakan merek dan jaminan kualitas; Certainty Focused Realists, yang fokus pada transparansi teknis dan sertifikasi independen; dan Risk Averse Authenticity Seekers, yang sensitif terhadap keamanan dan keaslian produk. Sementara itu, dalam konteks partisipasi take-back, terbentuk tiga segmen: Cost Averse Brand Loyalists, yang menolak biaya tambahan dan mengutamakan saluran resmi; Value Conscious Transparent Seekers, yang responsif terhadap insentif dan kejelasan proses; Dan Privacy Sensitive Deal Seekers, yang menuntut perlindungan data dan insentif diskon langsung. Setiap segmen menunjukkan preferensi yang unik, sehingga diperlukan strategi pemasaran yang berbeda dalam meningkatkan adopsi strategi remanufaktur. Penelitian ini memberikan kontribusi dalam merancang pendekatan pemasaran yang lebih personal dan relevan dengan karakteristik tiap kelompok konsumen, serta mendorong peningkatan partisipasi dalam pembelian dan pengembalian produk elektronik bekas.
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Remanufacturing is one of the innovative strategies in the circular economy to return used products to the same condition as new products through the stages of collection, inspection, cleaning, repair, and testing. Although it offers economic and environmental benefits, the level of consumer acceptance of remanufactured products, especially HP and Laptops, is still low. Therefore, this study aims to highlight the heterogeneity of consumer perceptions and behavior in purchasing remanufactured products and participating in the take-back system to be adopted into the electronic remanufacturing strategy (HP and Laptop) based on the differences in preferences of each group of Generation Z consumers. The latent class analysis (LCA) method is used to help identify and group consumers based on the factors that influence their decisions. The LCA approach was chosen to identify latent patterns in behavior, through the processing of empirical survey data. The use of LCA can minimize the IIA assumption by dividing consumers into several classes, so that the level of maturity of each class can also be identified. The results of the study show that in the context of purchasing, consumers are divided into three main segments: Brand Oriented Quality Seekers, who prioritize brands and quality assurance; Certainty Focused Realists, who focus on technical transparency and independent certification; and Risk Averse Authenticity Seekers, who are sensitive to product safety and authenticity. Meanwhile, in the context of take-back participation, three segments are formed: Cost Averse Brand Loyalists, who reject additional costs and prioritize official channels; Value Conscious Transparent Seekers, who are responsive to incentives and process clarity; and Privacy Sensitive Deal Seekers, who demand data protection and direct discount incentives. Each segment shows unique preferences, so different marketing strategies are needed to increase the adoption of remanufacturing strategies. This study contributes to designing a more personalizedand relevant marketing approach to the characteristics of each consumer group, as well as encouraging increased participation in purchasing and returning used electronic products.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Ekonomi sirkular, e-waste, keberlanjutan, latent class analysis, remanufaktur, segmentasi konsumen, take-back system,Circular economy, consumer behavior segmentation, e-waste, latent Class Analysis, remanufacturing, sustainability, take-back system.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy) H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Lindra .
Date Deposited:	05 Aug 2025 09:59
Last Modified:	05 Aug 2025 10:00
URI:	http://repository.its.ac.id/id/eprint/123069

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