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Mashudi ,
Program Magister Pendidikan Ekonomi FKIP Untan, Pontianak
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STRATEGI STP PRODUK SELAI NENAS DENGAN PEMANIS STEVIA: STUDI PENERIMAAN PASAR LOKAL SEHAT DI BINTAN : STRATEGI STP PRODUK SELAI NENAS DENGAN PEMANIS STEVIA: STUDI PENERIMAAN PASAR LOKAL SEHAT DI BINTAN Sihite, Hetty Yulianti; Nurcahyaning Rahayu, Aprilia; -, Mashudi
Bogor Hospitality Journal Vol 9 No 2 (2025): Bogor Hospitality Journal
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Pariwisata Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55882/bhj.v9i2.157

Abstract

This research is driven by the increasing public awareness of healthy lifestyles, particularly in choosing food and beverage products that are low in calories and free from added sugars. One of the most widely used natural sweeteners as a sugar substitute is stevia. The purpose of this study is to identify consumer preferences toward pineapple jam products made with stevia and to formulate marketing strategies based on segmentation, targeting, and positioning (STP) approaches. The research employed a descriptive quantitative method by distributing questionnaires to 100 respondents who are residents of Bintan Regency. The results indicate that the majority of respondents are within the productive age group and demonstrate a high level of awareness regarding healthy food consumption. A total of 78% of respondents expressed a preference for products using natural sweeteners, while 81% perceived that the stevia-based pineapple jam is healthier than regular jam. The segmentation strategy focuses on consumers aged 25–45 years with a healthy lifestyle, the targeting is directed at women as primary decision-makers in household consumption, and the product is positioned as a natural and healthy jam without compromising on taste. The conclusion of this study suggests that pineapple jam made with stevia has promising market potential, especially among health-conscious consumers. Recommendations for producers include enhancing consumer education and strengthening packaging and distribution to reach a broader market.
Co-Authors . Muharrammi, . . Tekcan . Utin Abdul Basid Afifah, Dewi Agus Eko Sujianto Agus Sastrawan Agus Sururi Ahmad Rofiq, Ahmad Aldianto, Fahmi Alif Aminuyati An Nisa, Hubibah Nur Andik Setiawan Anita Tri Sufini Ariska, Vera Aryanti, Jopani Ratna Asri Nurul Huda Aulia Puspita Anugra Yekti Bambang Budi Bambang Budi Utomo Binti Nur Asiyah Bistari Brumadyadisty, Garry Damunir . Daweski, Satika Mahda Devi Damayanti Devi Fathia, Devi Dian Aryani Dila Rukmi Octaviana Edi Mulyadi Eka Andriawati Endang Purwaningsih Eva, Eva Icahyaningrum Fahrurazi Fathiyaturrahmah Fatmawati, Erma Fauziah, Luluk Fauziah Fithra Ramadian Greace Lam Ria Silaban, Greace Lam Ria Hari Nofianto Heni Kuswanti Heny Sutiany NIM F10211031 Herkulana , Hutami Apriliani Ida Farida Ikmal Lur Rizal Irtifa Umi Azizah Jayanti, Citra Meilana Rina Junaidi H. Matsum Junaidi H. Matsum Kamelia Khasanah Khoiriyah, Zumrotul Kuat Ismanto Kusmartono Lestari , Hesti Luluk Fauziah, Luluk Maria Ulfah Maulina, Suvi Meilina, . Moch. Setyadji Moh Sutomo, Moh Mohammad Nasichin Muhamad Aswad Muhammad Syarif Hidayatullah, Muhammad Syarif Mulya, Nabila Zahra Nanang Febrianto Nassarrudin, Razie Bin Ndaru, Poespitasari Hasanah Netty Lisdiantini Ni Putu Ayu, Ni Putu Noer, Zakiah Nuraini Asrianti . Nuraini Asriati Nurcahyaning Rahayu, aprilia Nurhidayah, Maulida Okianna . Parijo . Poespitasari Hazanah Ndaru Prihatin Effendi Purnama, Shilmy Puspitasari, Dara Qomarul Huda Rifa Nur Alifah Rizki Kurniawan Rizki Kurniawan, Rizki Rozi, Muhammad Fakrur Rum Rosyid Samsul Bachri Sidiq Kurniawan Sihite, Hetty Yulianti Sri Eko Purmawanto Sri Sumarini Y.E. F10211015yarso Sukmah Fitriani Sulistyarini, Sulistyarini Sunarti Sunarti Susi Susanti Syamsul Arifin Tasrifah Taufiq Harris Tengku Riza Zarzani N Trinil Susilowati Virda Afrianti Warneri . Winda Anggriawati Windriya, Anafil Witarsa , Witarsa . Yuliliahuty Kurniasari Yulius Heri Yuni Zaroh Yuniningsih , Tri Zakiah Noer Zikran