RISET PASAR TEH BIT CELUP “BIETEN THEE”

Abstract

The "Bieten Thee" beet tea product was created to help increase the added value of the beet commodity which is not well absorbed by the market. This research aims to conduct market research on a new product, namely the "Bieten Thee" beetroot tea drink, by finding out the characteristics and consumer behavior regarding the product attributes provided, whether they are acceptable and satisfy consumers. Research data was obtained through a questionnaire filled out by 30 potential Bieten Thee consumers on condition that they had tried it and were interested in buying the product in the future. The analytical methods used are IPA (Importance Performance Analysis) and CSI (Customer Satisfaction Index). The results of measuring consumer characteristics from the data show that the greatest interest comes from those aged 20-30 who have great openness to innovations and are starting to become aware of their body health. The majority of potential consumers are male (60%), where the majority have a decent educational background including high school or above. The income of the majority of prospective Bieten Thee consumers is in the range of IDR 1,000,000-IDR 2,500,000 where at this income level consumers will tend to be more selective in purchasing the products they need.  Consumer behavior towards product attributes can be seen from the results of data processing from the IPA method in quadrants I (product benefits make consumers interested and the product taste can be accepted and enjoyed) and III (attractive product aroma, acceptable aroma, satisfying product taste, and affordable product price ) needs to be improved and quadrants II (attractive product color, color can be a characteristic, the benefits of the product are an advantage, the packaging model supports the product's durability, and the packaging appearance is attractive) and IV (the price of the product is in accordance with the advantages offered) need to be maintained.