Identifikasi Preferensi Atribut Dan Kebutuhan Konsumen E-Scooter Sebagai Penunjang Mobilitas Personal Di Perkotaan Dengan Pendekatan Design Thinking: Studi Kasus Kota Surabaya

Angelina, Grace and Mulia Wibawa, Berto and Windharto, Agus (2021) Identifikasi Preferensi Atribut Dan Kebutuhan Konsumen E-Scooter Sebagai Penunjang Mobilitas Personal Di Perkotaan Dengan Pendekatan Design Thinking: Studi Kasus Kota Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Peningkatan laju pertumbuhan penduduk dan mobilitas yang tinggi di masyarakat perkotaan membuat kebutuhan terhadap sepeda motor sebagai moda transportasi personal terus meningkat, salah satunya di Kota Surabaya. Untuk mengatasi penurunan kualitas udara yang ditimbulkan dari emisi gas buang kendaraan, pemerintah mendorong masyarakat beralih ke penggunaan battery electric vehicle (BEV) yang lebih ramah lingkungan, terutama sepeda motor listrik. Namun, nyatanya minat masyarakat terhadap sepeda motor listrik masih rendah. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi product attributes dan product requirements berdasarkan customer needs dari calon pengguna e-scooter di Surabaya yang digunakan sebagai basis perancangan Design Requirement and Objectives (DR&O). Desain penelitian yang digunakan adalah kualitatif deskriptif yang ditunjang dengan pendekatan dan alat analisis design thinking serta kuantitatif deskriptif dengan pendekatan blind test. Pengumpulan data dilakukan pada tahap empathize melalui in-depth interview kepada 15 narasumber dan kuesioner online kepada 100 responden yang memenuhi kriteria penelitian di Kota Surabaya. Data yang dihimpun kemudian dipetakan dan dianalisis menggunakan empathy map, persona, customer journey mapping, dan affinity diagram pada fase define untuk merumuskan solusi berupa DR&O yang dapat dikembangkan ke dalam tipe e-scooter yang lain. Hasil temuan dari blind testing menunjukkan e-scooter bergaya robotic dan Italian retro classic memiliki peluang pasar yang hampir sama. Selain itu, disimpulkan bahwa terdapat pasar bagi produk e-scooter pada segmen entry-level di Kota Surabaya namun atribut performa, fitur, dan harganya harus dapat bersaing dengan sepeda motor ICE. Informasi dan temuan yang dihimpun dapat berkontribusi bagi para pengembang e-scooter sebagai indikasi bagi pengembangan konsep produk yang sesuai dengan kebutuhan dan keinginan konsumen. ============================================================================================ The increasing rate of population growth and high mobility in urban communities has made the need for motorbikes increase as a personal transportation mode, one of which is in the city of Surabaya. To overcome the decline in air quality caused by vehicle exhaust emissions, the government is encouraging the public to switch to using battery electric vehicles (BEV) which are more environmentally friendly, especially electric motorbikes. However, in fact, public interest in electric motorbikes is still low. Therefore, this study aims to identify the product requirements and product attributes based on the customer needs of prospective electric scooter users in Surabaya, which are used as the basis for designing Design Requirements and Objectives (DR&O). The research design used is descriptive qualitative supported by a design thinking approach and analysis tool as well as descriptive quantitative with a blind test approach. Data collection was carried out at the empathizing stage through in-depth interviews with 15 sources and online questionnaires to 100 respondents who met the research criteria in the city of Surabaya. The data collected is then mapped and analyzed using empathy maps, personas, customer journey mapping, and affinity diagrams in the define phase to formulate a DR&O solution that can be developed into other types of e-scooters. The findings from blind testing show that robotic and Italian retro-style e-scooters have almost the same market opportunities. Besides, it is concluded that there is a market for e-scooter products in the entry-level segment in the city of Surabaya, but the performance attributes, features, and prices must be able to compete with ICE motorbikes. The information and findings gathered can contribute to e-scooter developers as an indication for the development of product concepts that suit the needs and desires of consumers.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Customer Needs, Design Thinking, DR&O, Electric Scooter, Product Attributes
Subjects: 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: Grace Angelina
Date Deposited: 04 Mar 2021 04:17
Last Modified: 04 Mar 2021 04:17
URI: https://repository.its.ac.id/id/eprint/83409

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