Pengembangan Produk Keripik Kelapa Skala Industri Kecil
Abstract
XYZ is a small industrial scale coconut chips producer who wants to develop their products and market. This study aimed to describe ideal characteristic of coconut chips, develop XYZ product and their marketing strategy. The research used survey method by distributing online questionnaires to respondents, and sensory tests (CATA, RATA, hedonic) by untrained panelists. As quantitative descriptive research, it was conducted in four stages: consumer surveys, mapping of sensory attributes of coconut chips by PCA, product improvement, and development of marketing strategies through STPD analysis and business model canvas (BMC). The results showed that the market opportunity for coconut chips was still available and prospective. Crispness, sweet taste, sweet aftertaste, and caramel aroma were ideal product characteristics of coconut chips after mapping of sensory attributes from three competitor products and XYZ product. XYZ product weakness was corrected for its sweet taste attribute by reformulation to increase sweetness, and the selected formula used a ratio of weight of sugar and coconut chips 2:8 (w:w). Efforts to increase consumer interest in product need to be carried out through marketing strategies targeting young people and the target market for the middle class, as well as a differentiating in the use of natural ingredients without preservatives and artificial coloring.
Downloads
References
Amalia RM, Saleha A, Ardiati RL. 2021. Edukasi pemasaran varian makanan berbahan dasar ubi di Desa Sayang Kecamatan Jatinangor. J Pengabdian Nusantara 4(2): 429-438. DOI: 10.29407/ja.v4i2.14498.
Anis A, Wibowo RA. 2018. Produk unggulan sebagai daya saing daerah studi pengembangan UKM di Kabupaten Brebes. J Islamic Finance Accounting 1(2): 51-72. DOI: 10.22515/jifa.v1i2.1442.
Apriyanto M, Marlina, Susanto BF, Rifa’i A, Riono Y. 2021. A SWOT analysis to improve the marketing of young coconut chips. Annals Romanian Society for Cell Biology 25(3): 13232-13240.
Ares G, Dauber C, Fernández E, Giménez A, Varela P. 2014a. Penalty analysis based on CATA questions to identify drivers of liking and directions for product reformulation. Food Qual Prefer 32A: 65-76. DOI: 10.1016/j.foodqual.2013.05.014.
Ares G, Bruzzone F, Vidal L, Cadena RS, Gimenez A, Pineau B, Hunter DC, Paisley AG, Jaeger SR. 2014b. Evaluation of a rating-based variant of check-all-that-apply questions: Rate-all-that apply (RATA). Food Qual Prefer 36: 87-95. DOI: 10.1016/j.foodqual.2014.03.006.
Aristyan I, Ibrahim R, Rianingsih L. 2014. Pengaruh perbedaan kadar garam terhadap mutu organoleptik dan mikrobiologis terasi rebon (Acetes sp.). J Pengolahan Bioteknol Hasil Perikanan 3(2): 60-66.
[BPS] Badan Pusat Statistik. 2016. Rata-rata Konsumsi Kalori Per Kapita Sehari Menurut Kelompok Makanan (kkal), 2013-2014. https://www.bps.go.id/indicator/5/55/1/rata-rata-konsumsi-kalori-per-kapita-sehari-menurut-kelompok-makanan.html.
[BPS] Badan Pusat Statistik. 2021. Rata-rata Konsumsi Per Kapita Seminggu Menurut Kelompok Bahan Makanan Lainnya Per Kabupaten atau Kota. https:// www.bps.go.id/indicator/5/2106/1/rata-rata-konsumsi-perkapita-seminggu-menurut-kelompok-bahan-makanan-lainnya-per-kabupeten-kota.html.
Citraresmi ADP, Santoso I, Deoranto P, Asmaul S, Rahayu E, Ikasari DM, Silalahi RLR. 2016. Perencanaan kebutuhan bahan baku keripik apel pada UD. Ramayana Agro Mandiri. J Teknol Pertanian 17(1): 47-58. DOI: 10.21776/ub.jtp.2016.017.01.6.
Eck AV, Stieger M. 2020. Oral processing behavior, sensory perception and intake of composite foods. Trends Food Sci Technol 106: 219-331. DOI: 10.1016/j.tifs.2020.10.008.
Fadilah TN, Purwanto, Alfianto AN. 2020. Tingkat pengetahuan dan produk halal dalam keputusan pembelian makanan halal. J Bisnis Kewirausahaan 18(1): 1-10. DOI: 10.31940/jbk.v18i1.1-10.
Grasso S, Monahan FJ, Hutchings SC, Brunton NP. 2016. The effect of health claim information disclosure on the sensory characteristics of plant sterol-enriched turkey as assessed using the check-all-that-apply (CATA) methodology. Food Qual Prefer 57(1): 69-78. DOI: 10.1016/j.foodqual.2016.11.013.
Guspul A. 2016. Pengaruh orientasi pasar, inovasi dan orientasi kewirausahaan terhadap kinerja pemasaran UMKM “Batako” di Kepil Wonosobo. J PPKM III(2016): 193-206.
Imawanty, Fransiska AB. 2019. Optimalisasi Asesmen dan Evaluasi Bimbingan dan Konseling dengan Memanfaatkan Aplikasi Formulir Daring Jotform. Prosiding Konvensi Nasional XXI Asosiasi Bimbingan dan Konseling Indonesia, hal 129-135.
Irvanto O, Sujana. 2020. Pengaruh desain produk, pengetahuan produk, dan kesadaran merek terhadap minat beli produk eiger (survey persepsi komunitas pecinta alam di Kota Bogor). J Ilmiah Manajemen Kesatuan 8(2): 105-126. DOI: 10.37641/jimkes.v8i2.331.
Nursalim ERT, Wiradinata T. 2016. Analisis jalur pengaruh kepercayaan konsumen dan desain website terhadap minat beli ulang, dengan e-commerce sebagai variabel intervening: Studi kasus pada produk e’chick secara online. Performa, J Manajemen Start-Up Bisnis 1(1): 44-52.
Nofrianti R. 2013. Metode freeze drying bikin keripik makin crunchy. J Aplikasi Teknol Pangan 2(1): vi.
Setyaningsih D, Apriyantono A, Sari MP. 2018. Analisis Sensori untuk Industri Pangan dan Agro. IPB Press, Bogor. ISBN: 978-979-493-216-2.
Solihah E, Hubeis AVS, Maulana A. 2014. Analisis model bisnis kanvas pada KNM fish farm dengan pendekatan business model canvas (BMC). J Ekonomi Kelautan Perikanan 9(2): 185-194. DOI: 10.15578/jsekp.v9i2.1220.
Tabriani F. 2013. Analisis Kualitas Produk Surabi Berbasis Organoleptik pada Pedagang Surabi di Kota Bandung. [Skripsi]. Bandung: Fakultas Pendidikan Ilmu Sosial, Universitas Pendidikan Indonesia.
Thanatuksorn P, Kajiwara K, Suzuki T. 2018. Characterization of deep-fat frying in a wheat flour-water mixture model using a state diagram. J Sci Food Agric 87(14): 2648-2656. DOI: 10.1002/jsfa.3027.
Tetelepta G, Souripet A, Somalay MO. 2018. Pengaruh jenis larutan perendaman terhadap sifat fisik organoleptik keripik kulit ubi kayu. Agritekno J Teknol Pertanian 7(2): 36-42. DOI: 10.30598/jagritekno.2018.7.2.36.
Wattilete R, Pangemanan SS, Pandowo M. 2013. The impact of customer relationships management to customer loyalty through customer satisfaction in Cabal Dining Manado. J Riset Ekonomi, Manajemen, Bisnis & Akuntansi 1(4): 2318-2324.
Wong R, Kim S, Chung S-J, Chuo M-S. 2020. Texture preference of Chinese, Korean, and US consumers: A case study with apple and peer dried fruits. Foods 9(3): 377. DOI: 10.3390/foods9030377.
