MUSTIKANINGSIH, DEWI (2010) SEGMENTASI PENGGUNA SUPLEMEN HERBAL BERDASARKAN PSIKOGRAFIS DI JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
People orientation to get back to nature in body healing system, including medication, triggers the increasing use of drugs and herbal supplements. The people potential of herbal supplements in Indonesia is high enough to be responded by herbal supplement industry. It is proved by the arousing of new brands of new drug and herbal supplement. Successful companies which can develop the market well is usually a company which can serve and understand customers’ need well and always innovative. In order to understand the consumers’ behaviors, companies should first conduct psychographic segmentation. Based on these two issues in the formulation of this study is how to form the characteristics’ profile of the market segments based on psychographics of herbal supplements. The research is conducted in the Greater Jakarta (Jakarta-Bogor-Depok- Tangerang-Bekasi) in December 2008, using a quantitative descriptive method, in particular multivariate cluster analysis. The selection of respondents by convenience sampling mall intercept technique. Primary data collection through a survey by distributing questionnaires to 140 respondents on the basis of sample size calculation which was developed by Lwang and Lemeshow. Respondents met the criteria: regular consumption of herbal supplements at least the last 6 months, women and men aged 18 to 45 years. Processing data using SPSS version 11.5. Framework of this research is to segmented the herbal user based on the psychographics characteristics with variables used included: personality, lifestyle, attitudes towards shopping, brand loyalty, and family health. Next, the formulated of psychographic segments will be cross-tabulated by demographic variables, reasons for purchasing, product usage patterns and brand awareness. The results of this study performs 4 segments of herbal supplement users who can be described psychographicly by using Non-hierarchy cluster analysis method. The formed segment are named Loyal Users (31%), Trial Users (25%), Easy Going Users (12%), and the Independent User (32%). Judging from the demographic aspect, the fourth segment has different characteristics in household expenditure per month of the SEC (Social Economic Class-SEC), the duration use of supplements, the age range, the content of frequently consumed supplements and frequency use of supplements.Kecenderungan masyarakat kembali ke alam dalam menyikapi hidup termasuk di dunia pengobatan, memicu peningkatan penggunaan obat dan suplemen herbal. Potensi pasar suplemen herbal di Indonesia yang cukup besar direspon oleh dunia industri dengan bermunculannya merek-merek obat dan suplemen herbal baru. Perusahaan yang sukses mengembangkan pasar umumnya perusahaan yang dapat melayani dan memahami konsumen dengan sebaik-baiknya dan selalu berinovasi. Untuk dapat memahami perilaku konsumennya, perusahaan perlu terlebih dahulu melakukan segmentasi psikografis. Berdasarkan hal tersebut maka rumusan masalah dalam penelitian ini adalah bagaimana profil karakteristik segmen-segmen pasar suplemen herbal berdasarkan psikografis terbentuk. Penelitian dilakukan di Jabodetabek pada bulan Desember 2008, menggunakan metode deskriptif kuantitatif, multivariat secara khusus analisis klaster. Pemilihan responden dengan cara convenience sampling teknik mall intercept. Pengumpulan data primer melalui survei dengan menyebarkan kuesioner pada 140 responden dengan dasar perhitungan jumlah sampel dikembangkan oleh Lwang dan Lemeshow. Responden memenuhi kriteria : rutin mengkonsumsi suplemen herbal minimal 6 bulan terakhir, wanita maupun pria berusia 18 – 45 tahun. Pengolahan data dengan menggunakan program SPSS versi 11.5. Kerangka pemikiran dari penelitian ini adalah mensegmenkan pengguna suplemen herbal berdasarkan karakteristik psikografisnya dengan variabel yang digunakan meliputi : kepribadian, gaya hidup, sikap terhadap belanja, loyalitas merek, kesehatan dan keluarga. Selanjutnya segmen psikografis yang terbentuk ditabulasi silang dengan variabel demografis, alasan pembelian, pola penggunaan produk dan brand awareness. Hasil yang di dapat dari penelitian ini 4 segmen pengguna suplemen herbal secara psikografis dengan menggunakan metode analisis klaster Non Hirarki. Segmen yang terbentuk diberi nama Loyal User (31%) , Trial User (25%), Easy Going User (12%), dan Independent User (32%). Ditinjau dari aspek demografis, keempat segmen ini memiliki perbedaan dalam karakteristik pengeluaran rumah tangga per bulan SEC (Social Economic Class–SEC), lama penggunaan suplemen, range usia, kandungan suplemen yang sering dikonsumsi dan frekuensi penggunaan suplemen.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-090 |
| NIM/NIDN Creators: | 5510412-066 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 10 May 2022 03:54 |
| Last Modified: | 09 Feb 2023 07:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60882 |
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