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All Journal Jurnal Manajemen dan Organisasi JURNAL SISTEM INFORMASI BISNIS JAM : Jurnal Aplikasi Manajemen Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Buletin Ilmiah Litbang Perdagangan JABE (Journal of Applied Business and Economic) Jurnal Disrupsi Bisnis Policy Brief Pertanian, Kelautan, dan Biosains Tropika
Stevia Septiani
Departemen Manajemen Fakultas Ekonomi Dan Manajemen Institut Pertanian Bogor
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Social Sciences

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Journal : Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal

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AHP Approach To Developing a New Natural Toothpaste Product Indrawan, Dikky; Septiani, Stevia; Arista, Galih Saputra; Rakhmat, Asep; Sari, Yessie W; Nuzulia, Nur A; Wahyuni, Wulan T; Batubara, Irmanida; Purwanto, Y. Aris
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 3 (2024): JABM, Vol. 10 No. 3, September 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.3.1049

Abstract

Background: A new approach to marketing an inventive product is needed as the development of a new natural toothpaste product is challenging. When choosing herbal-based products, consumers value taste and flavor, preferring natural, appealing flavors over synthetic flavors. Health advantages are also noteworthy, especially, herbal smells promote well-being and satisfaction.Purpose: The study main objective aimed to examine how the Analytic Hierarchy Process (AHP) was used to create a new natural toothpaste product. The study also aimed to design a strategy for innovative toothpaste commercialization based on nanohydroxyapatite (nanoHAP) and Curcuma aeruginosa.Design/methodology/approach: The AHP technique used to evaluate and prioritize elements of natural ingredient, and consumer preferences. The study framework identified herbal toothpaste benefits with known oral health benefits, such as antibacterial, anti-inflammatory, and desensitizing qualities, as well as consumer preferences for tooth paste. These attributes were ranked according to their performance using the AHP framework.Findings/Result: The results of the study stated that the new natural toothpaste, based on nanoHAP and Curcuma aeruginosa, was designed based on quality natural ingredients and consumer preference for naturalness, influencing formula design and marketing efforts. The strategy to develop new toothpaste aimed to provide a holistic health solution, emphasizing natural components and general health perspectives. This strategy could capture the attention of the target market and outpace competitors, attracting customers interested in natural health products.Conclusion: This study addresses the possibility of using nanoHAP alongside Curcuma aeruginosa in a natural toothpaste product that can enhance the remineralization and antibacterial characteristics of the dental product. The research suggests incorporating nanoHAP with Curcuma aeruginosa in a natural toothpaste product for holistic health solutions. Strategies include targeted marketing, loyalty programs, and strategic partnerships, ensuring a comprehensive and data-driven approach to reach and engage target audiences.Originality/value (State of the art): The AHP facilitates complete review, data-driven planning, and commercial viability for commercialization strategy. AHP aids in balancing functional benefits with quantifying subjective assessments, and incorporating customer feedback to increase product success in the competitive oral care industry. Keywords: nanohydroxyapatite (nanoHAP), curcuma aeruginosa, consumer preferences, functional benefits, commercialization strategy
Choosing Herbal Toothpaste: Study on Consumer Behavior and Preferences in The Greater Jakarta Area Septiani, Stevia; Indrawan, Dikky; Arista, Galih Saputra; Rakhmat, Asep; W Sari, Yessie; A Nuzulia, Nur; T Wahyuni, Wulan
Jurnal Aplikasi Bisnis dan Manajemen Vol. 8 No. 3 (2022): JABM Vol. 8 No. 3, September 2022
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.8.3.758

Abstract

The research aims are investigating consumers’ psychology and behavioral characteristics and investigating the consumer’s characteristics that affects experienced preferences in the Greater Jakarta Area. Consumer profile and consumer behavior were carried out using descriptive statistics analysis and cross tabulation analysis. Meanwhile, to measure consumer preferences for herbal toothpastes, logistic regression analysis (logit) was used. This survey was conducted on 459 respondents in the Greater Jakarta area. The results of the analysis show that in general the customers of toothpaste products are women aged 25-44 years and have more than 3 family members. The majority of customers are well educated segments, work as private workers and belong to the SES A group. Based on cross tab analysis, it is known that gender (p value = 0.037) and age (p value = 0.025) have a significant correlation in choosing herbal toothpaste. These results were confirmed in the logit analysis where women prefer herbal toothpastes than men. Based on consumer psychological factors, most customers believe in buying toothpaste at offline stores, except for those who are under 30 years old. However, for consumers who live in DKI Jakarta, they prefer to buy toothpaste through online channels compared to those who live outside DKI Jakarta. Keywords: consumer behavior, consumer profile, herbal toothpastes, logistic regression
Co-Authors A Nuzulia, Nur Alim Setiawan Arista, Galih Saputra Arivia, Khairunisa Suci Aryani, Meydiana Triwidha Drajat Martianto Eka Dasra Viana Farhana, Farhana Indrawan, Dikky Irmanida Batubara Lindawati Kartika Ma'mun Sarma Maulana, Salsabila Muhammad Ridwan Mukhamad Najib Namira Nurul Alhakim Nuzulia, Nur A Priyanto, Hery Purnawati Hustina Rachman R. Dikky Indrawan Rahmah, Mutiar Rakhmat, Asep Retno Indraswari Retno Indraswari Sari, Yessie W Slamet, Alim Setiawan T Wahyuni, Wulan Ujang Sumarwan W Sari, Yessie Wahyuni, Wulan T Wilson H. Limbong