Findasari, Tama Aldia (2022) Studi Preferensi Desain Electric Mini Scooter dengan Pendekatan Mix Method. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penjualan motor electric scooter di Indonesia masih rendah dibandingkan dengan motor
matic BBM. Sebab belum adanya sinergi antara pemasar dengan pengembang produk untuk
memahami kebutuhan pembeli yang sebenarnya dalam mengadopsi electric scooter. Tren
motor domestik masih didominasi jenis scooter ukuran mini (mini scooter) dengan mesin 110-
125 cc sebanyak 68%. Adanya potensi penerimaan pasar yang luas cocok dikembangkan untuk
electric scooter. Sehingga, tujuan dari penelitian ini untuk mengidentifikasi pengalman
pembelian dan preferensi desain, harga serta fitur electric mini scooter yang sesuai kebutuhan
konsumen. Penelitian kuantitatif deskriptif menggunakan blind testing dan non blind testing.
Sedangkan penelitian kualitatif deskriptif menggunakan design thinking yang terbatas pada fase
discover dengan tools persona, customer journey mapping, dan emphaty map serta fase define
menggunakan affinity diagram dalam merumuskan preferensi desain, harga dan fitur.
Pengumpulan data dengan in-depth interview kepada 5 narasumber dan kuisioner online kepada
105 responden. Hasilnya menunjukkan bahwa electric mini scooter yang bergaya apllienced
inspired dan edgy & robotic memiliki pasar yang sama untuk generasi Z dengan harga dan fitur
mampu bersaing dengan motor matic. Selain itu terdapat strategi pemasaran untuk motor listrik.
Temuan ini berkontribusi bagi para pemasar maupun pengembang electric mini scooter untuk
menciptakan produk sesuai dengan kebutuhan konsumen.
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Sales of electric scooters in Indonesia are still low compared to BBM automatic motors.
There is no synergy between marketers and product developers to understand the actual needs
of buyers to adopt electric scooters. Domestic motorcycles are still dominated by mini scooters
with 110-125 cc engines, accounting for up to 68 percent of the market. The potential for broad
market acceptance is suitable for developing electric scooters. Thus, the purpose of this study
is to identify purchasing experiences and preferences for designs, prices, features of electric
mini scooters that suit consumer needs. Descriptive quantitative research uses blind testing and
non-blind testing. Descriptive qualitative research uses design thinking, is limited to the
discover phase with persona tools, customer journey mapping, empathy map, and the define
phase uses affinity diagrams in formulating the design, prices, features preferences. Data were
collected using in-depth interviews with five sources and online questionnaires to 105
respondents. The study shows that an electric mini scooter with an applianced inspired and edgy
& robotic style has the same market for the Z generation with prices and features that can
compete with automatic motors. In addition, there is a marketing strategy for electric motors.
This finding contributes to marketers and developers of electric mini scooters creating products
according to consumer needs.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Preferences, Customer Needs, Electric Mini Scooter, Design Thinking, Preferensi, Customer Needs, Electric Mini Scooter, Design Thinking |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences T Technology > T Technology (General) T Technology > TS Manufactures T Technology > TS Manufactures > TS170 New products. Product Development |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Tama Aldia Findasari |
| Date Deposited: | 09 Feb 2022 04:35 |
| Last Modified: | 03 Oct 2024 05:19 |
| URI: | http://repository.its.ac.id/id/eprint/93349 |
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