Azfawati, Vina Januar Nur (2024) Analisis Karakteristik Pasar Produk Inovasi Ramah Lingkungan (Edible Rice Straw) Dengan Design Thinking Untuk Perencanaan Pemasaran (Studi Kasus: Evoware). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penggunaan sedotan plastik sekali pakai di Indonesia mencapai 93.244.847 unit, membutuhkan waktu 500 tahun untuk terurai, dan menimbulkan masalah kesehatan serta lingkungan. Ini mendorong konsumen untuk memilih dan mengkonsumsi produk ramah lingkungan seperti Edible Rice Straw Evoware. Namun, nyatanya penjualannya hanya 76 pembelian di tahun 2023, dengan hambatan seperti keraguan konsumen, stigma negatif masyarakat, SDM perusahaan yang tidak memadai, dan harga produk yang mahal. Oleh karena itu, penelitian ini bertujuan mengidentifikasi karakteristik pasar produk Edible Rice Straw berdasarkan hasil analisis tools Design Thinking, validasi STP dan value product yang digunakan sebagai basis dalam perencanaan pemasaran produk. Desain penelitian yang digunakan adalah kualitatif deskriptif yang didukung oleh tools Design Thinking. Pada proses Design Thinking pengambilan data dilakukan pada tahap Discover menggunakan In-depth Interview pada 10 narasumber yang memenuhi kriteria pada subjek penelitian. Data yang diperoleh akan dianalisis menggunakan Feedback Capture Grid, Persona, Empathy Map, User journey Map, dan Value Proposition Canvas, proses ini dilakukan untuk merumuskan validasi STP dan Value Product. Hasil temuan dari tahap Discover dan Define kemudian dianalisis pada tahap Develop untuk menemukan ide-ide konsep marketing yang akan dibuat prototype pada tahap Deliver, dan dilakukan testing dengan penyebaran kuesioner, pada perusahaan diperlukan In-depth Interview dan analisis Feedback Capture Grid. Hasil temuan dalam analisis ini ditemukan adanya potensi market baru yaitu konsumen yang suka mencoba hal baru dan eksplor produk baru. Selain itu, dari hasil testing didapatkan konsep ide marketing yang bertema lingkungan “Hanya 750 Rupiah” banyak diminati (44,2%) namun juga kurang diminati (30,8%) oleh konsumen, sedangkan untuk konsep marketing yang mengkreasikan sedotan “Chocodip Straws” banyak diminati (34,6%) dan hanya kurang disukai oleh (19,2%). Sehingga dapat disimpulkan bahwa perusahaan harus mengembangkan ide konsep marketing yang baru salah satunya campaign mengkreasikan sedotan. Sehingga dari hasil penelitian ini dapat berkontribusi pada pengembangan perencanaan marketing untuk produk ramah lingkungan yang bisa dimakan (edible).
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The use of single-use plastic straws in Indonesia reaches 93,244,847 units, takes 500 years to decompose, and causes health and environmental problems. This encourages consumers to choose and consume eco-friendly products such as Evoware's Edible Rice Straw. However, in practice, its sales will only reach 76 purchases in 2023 due to obstacles such as consumer doubts, negative stigma from the public, insufficient human resources of enterprises, and high product prices. Therefore, this research aims to identify the market characteristics of edible rice straw products based on the results of the analysis of design thinking tools, STP validation, and value products used as a basis for product marketing planning. The research design used is descriptive qualitative supported by design thinking tools. In the Design Thinking process, the data collection will be done in the Discover phase through in-depth interviews with 10 resource persons who meet the criteria of the research subject. The data obtained is analyzed using the Feedback Capture Grid, Persona, Empathy Map, User Journey Map and Value Proposition Canvas, this process is carried out to formulate STP and Value Product Validation. The findings from the Discover and Define stages are then analyzed in the Develop stage to find marketing concept ideas, which are prototyped in the Deliver stage, and tested by distributing questionnaires, in-depth interviews, and Feedback Capture Grid analysis. The results of this analysis revealed a new potential market, namely consumers who like to try new things and explore new products. In addition, from the test results, it was found that the marketing idea concept with the environmental theme "Only 750 Rupiah" was highly demanded (44.2%) but also less favored (30.8%) by consumers, while for the marketing concept that created the straw "Chocodip Straws" was highly demanded (34.6%) and only less favored by (19.2%). It can be concluded that companies must develop new marketing concept ideas, including the campaign to create straws, in order to contribute to the development of marketing planning for edible, environmentally friendly products.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Design Thinking, Double Diamond, Edible Rice Straw, Perencanaan Marketing, Segmentasi, Targeting, Postioning dan Produk Nilai Design Thinking, Double Diamond, Edible Rice Straw, Marketing Planning, Segmenting, Targeting, Positioning, and Value Product |
| Subjects: | H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. 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: | VINA JANUAR NUR AZFAWATI |
| Date Deposited: | 07 Aug 2024 07:39 |
| Last Modified: | 07 Aug 2024 07:39 |
| URI: | http://repository.its.ac.id/id/eprint/112989 |
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