ANALISIS SEGMENTASI, PENENTUAN TARGET, DAN POSISI PASAR PADA  AGROINDUSTRI SENDOK-GARPU BIODEGRADABLE

Fitri  Nur Haerunnisa; Isna  Aulia Syahdiar; Toibah Toibah; Annisa  Islamiati; Salma  Alif Nabilah; Dian  Novitasari

doi:10.24961/j.tek.ind.pert.2022.32.2.166

Fitri Nur Haerunnisa Program Studi Agroteknologi, Fakultas Pertanian, Universitas Jenderal Soedirman
Isna Aulia Syahdiar Program Studi Teknik Pertanian, Fakultas Pertanian, Universitas Jenderal Soedirman
Toibah Toibah Program Studi Teknik Pertanian, Fakultas Pertanian, Universitas Jenderal Soedirman
Annisa Islamiati Program Studi Agroteknologi, Fakultas Pertanian, Universitas Jenderal Soedirman
Salma Alif Nabilah Program Studi Teknik Pertanian, Fakultas Pertanian, Universitas Jenderal Soedirman
Dian Novitasari Program Studi Teknik Pertanian, Fakultas Pertanian, Universitas Jenderal Soedirman

DOI: https://doi.org/10.24961/j.tek.ind.pert.2022.32.2.166

Abstract

A biodegradable spoon-fork is environmentally cutlery made from corncob waste. This product is a new
beginning in the market to improve corncob waste value and reduce the incidence of plastic waste due to using
single-use plastic spoons and forks. Biodegradable spoon-fork as a new product certainly requires an appropriate
marketing strategy to accept the product in the market. Based on these problems, this study was due with the
objectives of (1) analyzing the segmentation of biodegradable spoon-fork, (2) knowing the target of biodegradable
spoon-fork, and (3) identifying the market position of biodegradable spoon-fork. Research data was collected by
distributing online and offline questionnaires to 99 research respondents who were consumers of biodegradable
spoon-fork. Data collection and analysis were collected for four months, from May to August 2021. The data was
analyzed by Cluster Analysis and Biplot Analysis method. The results show three segments formed, where the
selected target market is cluster two with the characteristics of respondents aged < 20 years, students/college with
an expenditure level of < Rp 500,000. Biplot analysis provides positioning of the number of consumers' interest in
buying biodegradable spoon-fork. Therefore cutlery is offered as an environmentally friendly product to reduce
plastic cutlery waste.
Keywords: biodegradable spoon-fork, positioning, segmentation, targeting