Studi Preferensi Desain Electric Mini Scooter dengan Pendekatan Mix Method

Findasari, Tama Aldia (2022) Studi Preferensi Desain Electric Mini Scooter dengan Pendekatan Mix Method. Undergraduate 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. ===================================================================================================== 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 (Undergraduate)
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: 09 Feb 2022 04:35
URI: https://repository.its.ac.id/id/eprint/93349

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