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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis JEPA (Jurnal Ekonomi Pertanian dan Agribisnis)
Kusuma, Ailsa Seca
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Analisis Segmentation, Targetting, And Positioning Garam Umami Rendah Natrium Adiningrum, Aqilah Rahma; Panjaitan, Adrian; Kusuma, Ailsa Seca; Shafina, Keisha; Setiawati, Indah
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 9 No. 1 (2025)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The trend of healthy products has a big chance on the market. One of them is Losspaper, which is a low-sodium salt product made from boiled salt, seaweed extract, and genjer as a solution to prevent hypertension. As a new product on the market, research is needed to determineSegmenting, Targeting, and Positioning, as well as marketing strategies to find out the market potential of Losspaper products.The source of research data is primary data obtained by using a questionnaire technique using the Google Form platform as media. The analytical methods used were validity, reliability, cluster analysis, and cross-tabulation using the SPSS 26.0 program to be interpreted descriptively.Determination of STP and marketing strategy is based on the demographic and psychographic characteristics of consumers.The results showed that low-sodium salt has a fairly high market opportunity for consumerswith the last education level of high school/equivalent, no history of hypertension, enough to know how to prevent hypertension, and for consumers who have never consumed low-sodium salt. The right marketing strategy for Losspaper is in the form of maintaining quality, price adjustments, and market development through partners and product promotion.
Merancang Bisnis Sampo Alami dari Ekstrak Buah Parijoto melalui Analisis Pasar Khairani, Dianrina Fatiha; Ashari, Salsabila Zahra; Rahmawati, Rintan; Kurniawati, Marlina; Azizah, Novita Khusna; Kusuma, Ailsa Seca; Setiawati, Indah
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14641

Abstract

The use of synthetic products often causes skin problems such as irritation, itching, allergies and erythema. This causes the use of natural products to become an alternative for dealing with hair problems. In entering the natural cosmetics business, market analysis is required. This research aims to analyze the market so that it can determine consumer interest and market opportunities for natural shampoo from parijoto fruit extract. Market opportunity analysis was carried out using the PAM TAM SAM SOM method, Google Trends analysis, competitor analysis, and descriptive analysis of survey results of 52 potential consumers via Google Form. The results of the analysis show that the product has a very large and profitable opportunity in the market, is superior to several competitors, and the dry/powder form of shampoo is more popular than the liquid shampoo form, 82.7% of respondents are interested in using powder shampoo and 96.2% are interested use natural shampoo.
Co-Authors Adiningrum, Aqilah Rahma Ashari, Salsabila Zahra Azizah, Novita Khusna Indah Setiawati Khairani, Dianrina Fatiha Kurniawati, Marlina Panjaitan, Adrian Rahmawati, Rintan Shafina, Keisha