“Go Healthy”: Diet Catering for Obese Consumers with a Consumer Discovery Approach
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Published
26 June 2023
Keywords:
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business model canvas, catering, customer discovery, diet, personal health
Abstract
The main health problem in the adult age group in Indonesia is obesity, which is closely related to diet. The purpose of this research is to design a verified business model for "Go Healthy" catering. This research uses a consumer discovery approach and a descriptive research design. Data collection was carried out by purposive sampling in the Jabodetabek area. The research respondents were 50 people aged 19-24 years who were interested in diet programs. Data were collected by filling out online questionnaires and in-depth interviews. Based on the results of the research, the problems found in this study are irregular diets, poor food quality, and nutritional deficits. These problems became the basis for the formation of the "Go Healthy" catering prototype. The "Go Healthy" catering prototype is a menu arrangement for 15 days with the value offered including menu customization, menu composition info with nutritional content, and affordable prices. The business is ffered through online and offline outlet channels and through resellers. The business revenue comes from a subscription system.
References
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Widhayanti, S. A. (2021). Analysis and Design of Work From Home Scheme Work System in the Era of Covid-19 Pandemic (Study on Upscale.id) (Doctoral dissertation, Universitas Brawijaya).
Widiany, F. L., & Afriani, Y. (2019). Nutrition monitoring with SMS reminders is effective in improving dietary adherence of hemodialysis patients. Jurnal Gizi Klinik Indonesia, 15(3), 89-94.
Ardiani, H. E., Permatasari, T. A. E., & Sugiatmi, S. (2021). Obesity, diet, and physical activity in managing diabetes mellitus during the Covid-19 pandemic. Muhammadiyah Journal of Nutrition and Food Science (MJNF), 2(1), 1-12.
Asgha, B. (2016). Analysis of the use of nutritional value information labels on food products by consumers in Semarang City. Buletin Studi Ekonomi, 21(2), 128-135.
Blank, S., Dorf, B. (2012). The Startup Owner’s Manual: The Step-by-Step Guide for Building a Great Company. California, CA: K&S Ranch Inc. Publisher.
[BPS] Badan Pusat Statistik Republik Indonesia. (2021). 2020 Population Census Results. Jakarta, ID: BPS
Dewantari, N. M., Ambartana, I. W. (2017). Effect of diet composition and aerobic exercise on weight loss. Gizi Indonesia, 40(2), 59-68. https://doi.org/10.36457/gizindo.v40i2.239
Evan, E., Wiyono, J., & Candrawati, E. (2017). The relationship between diet and the incidence of obesity in students at Tribhuwana Tunggadewi University Malang. Nursing News: Jurnal Ilmiah Keperawatan, 2(3), 708-717.
Fadliyah, H., Nurwahyuni, A., & Faradiba. (2021). Community Consumption of Traditional Medicine and Health Supplements During the Coronavirus Disease-2019 Pandemic: Community Consumption of Traditional Medicine and Health Supplements During the Coronavirus Disease-2019 Pandemic. Journal of Consumer Sciences, 6(2), 92-110. https://doi.org/10.29244/jcs.6.2.92-110.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. South Western: Cengage learning.
Husna, N. L. (2013). The relationship between body image and dieting behavior (Research on women at Rita Pati Gymnastics studio). Developmental and Clinical Psychology, 2(2), 44-49.
[Kemenkes] Kementrian Kesehatan Republik Indonesia. (2017b). Gerakan Nusantara Tekan Angka Obesitas (GENTAS). Jakarta(ID): Kemenkes.
[Kemenkes] Kementerian Kesehatan Republik Indonesia. (2018a). Key Results of Riskesdas 2018 Jakarta(ID): Kemenkes.
[Kemenkes] Kementerian Kesehatan Republik Indonesia. (2018b). Obesity Epidemic. Jakarta, ID: Kemenkes.
[Kemenkes] Kementerian Kesehatan Republik Indonesia. (2017a). Healthy Catering Menu. Jakarta(ID): Kemenkes.
Kim, M. R., & Kim, H. C. (2008). A study on diet behaviors and related factors in dieting college students. Journal of the East Asian Society of Dietary Life, 18(1), 135-148.
Kusdalinah, K., Mutia, A., & Jumiyati, J. (2022). Diet and physical activity on the incidence of adolescent obesity during the Covid-19 pandemic. Journal of Nutrition College, 11(1), 26-34.
Lenarduzzi, V., and Taibi, D. (2016). MVP Explained: A Systematic Mapping Study on the Definitions of Minimal Viable Product. 42nd Euromicro Conference on Software Engineering and Advanced Applications (SEAA), Limassol, Cyprus, 2016, 112-119, doi: 10.1109/SEAA.2016.56.
Nielsen, C., (2012). The role of human resources in business model performance. Journal of Human Resource Costing & Accounting, 16(2), 777-780. https://doi.org/10.1108/jhrca.2012.31616baa.001.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook For Visionaries, Game Changers, And Challengers. Hudson(NJ): John Wiley & Sons, Inc.
Osterwalder, A., Pigneur, Y. (2019). Business Model Generation. Jakarta(ID): Elex Media Komputindo.
Ries, E., (2011). The lean startup: How today's entrepreneurs use continuous innovation to create radically successful businesses. USA: Currency.
Silalahi, U. (2012). Social Research Methods. Bandung, ID: PT. Refika Aditama.
Solikhah, A., Hartoyo, H., & Yuliati, L. N. (2016). The Influence of Personality, Motivation, Brand Image, and Environment on Students’ Intention in Choosing Bogor Agricultural University (IPB). Journal of Consumer Sciences, 1(1), 14-32. https://doi.org/10.29244/jcs.1.1.14-32.
Soria-Contreras, D. C., Bell, R. C., McCargar, L. J., & Chan, C. B. (2014). Feasibility and efficacy of menu planning combined with individual counselling to improve health outcomes and dietary adherence in people with type 2 diabetes: a pilot study. Canadian Journal of Diabetes, 38(5), 320-325.
Sudargo, T., Freitag, H., Kusmayanti, N. A., & Rosiyani, F. (2018). Diet and obesity. Yogyakarta(ID): UGM press.
Sugiyono. (2014). Management Research Methods. Bandung(ID): CV Alfabeta.
Sugiyono. (2016). Quantitative, Qualitative, and R&D Research Methods. Bandung(ID): CV Alfabeta.
Suharsimi, A. (2010). Research Procedure A Practical Approach. Jakarta, ID: Rineka Cipta.
Tanjung, J. A. (2019, September 5). Here are 7 Signs You're on the Wrong Diet. Popbela. Retrieved from https://www.popbela.com/beauty/health/jennifer-a-tanjung/tanda-menjalani-diet-yang-salah/full.
Tim PPM Manajemen. (2012). Business Model Canvas: Implementation in Indonesia. Jakarta(ID): Penerbit PPM.
Ugolkov, I., Karyy, O., Skybinskyi, O., Ugolkova, O., & Zhezhukha, V. (2020). The evaluation of content effectiveness within online and offline marketing communications of an enterprise. Innovative Marketing, 16(3), 26-36.
Widhayanti, S. A. (2021). Analysis and Design of Work From Home Scheme Work System in the Era of Covid-19 Pandemic (Study on Upscale.id) (Doctoral dissertation, Universitas Brawijaya).
Widiany, F. L., & Afriani, Y. (2019). Nutrition monitoring with SMS reminders is effective in improving dietary adherence of hemodialysis patients. Jurnal Gizi Klinik Indonesia, 15(3), 89-94.
Authors
Putri N. Y. E., Retnaningsih R., & Taryana A. (2023). “Go Healthy”: Diet Catering for Obese Consumers with a Consumer Discovery Approach. Journal of Consumer Sciences, 8(2), 138-154. https://doi.org/10.29244/jcs.8.2.138-154
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