Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
St. Sabahannur
Universitas Muslim Indonesia Makassar
Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Optimalisasi Segmentasi Pasar Produk Juiceyo Di Kota Makassar Pramita Ayu Lestari; St. Sabahannur; Andi Azrarul Amri
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 10 No 1 (2026): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v10i1.34366

Abstract

The increasing public awareness of healthy lifestyles has not been fully supported by the availability of beverages that are truly pure without added sugar, water, or preservatives. This study aims to optimize market segmentation for JuiceYo products in Makassar City and to develop more effective marketing strategies. The research employed a descriptive approach, with data collected through a digital questionnaire distributed to 50 respondents. Data were analyzed based on demographic characteristics, consumer behavior, and purchasing power. The results indicate that the main market segment consists of Generation Z and millennials aged 20–29 years, accounting for 88% of respondents, dominated by students and employees with daily expenditures ranging from IDR 15,000 to IDR 30,000. A total of 96% of respondents considered the price of IDR 23,000 per bottle acceptable for a pure juice product. Digital marketing strategies through Instagram and WhatsApp proved effective in increasing market reach and consumer interest. These findings suggest that proper market segmentation can enhance marketing effectiveness and increase the sales potential of healthy fruit-based beverages.
Optimalisasi Value Proposition Produk Juiceyo Di Kota Makassar Adinda Putri; St. Sabahannur; Andi Azrarul Amri
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 10 No 1 (2026): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v10i1.34367

Abstract

Growing public awareness of healthy lifestyles is driving demand for natural, nutrient-rich fruit-based beverages. However, many juice products on the market still contain added sugar and water, which reduce their nutritional value. This study aims to analyze JuiceYo’s value proposition and its role in the development of the healthy beverage industry in Makassar. The methodology employed is qualitative descriptive analysis through the implementation of a business plan, market validation, and analysis of the Business Model Canvas (BMC) and Value Proposition Canvas (VPC). Data was collected through business observations, production trials, and consumer feedback surveys. The results indicate that JuiceYo’s primary advantage lies in its 100% pure juice products, free from added sugar, water, or preservatives, processed using the cold-pressed method to preserve nutritional content. Market validation revealed that the majority of consumers are dissatisfied with juices that are too sweet and watery, making this product well-suited to their needs. The target market includes urban residents, particularly Generation Z and millennials aged 20–34. With a price of Rp23,000 per bottle and a sales target of 196 bottles per month, JuiceYo has strong market potential. Optimizing the value proposition has proven crucial for enhancing competitiveness and business sustainability.
Co-Authors Adinda Putri Andi Azrarul Amri Pramita Ayu Lestari