Vol. 8 No. 1
Satisfaction measurement on agribusiness product marketing
Author(s): M. FERICHANI AND D. A. PRASETYA
Abstract: The present study is aimed at implementation of satisfaction measurement technique to develop a qualitative and marketable new product as an alternative method to develop agribusiness product marketing. The present research work is an applied study related to the development of a new product namely turmeric-tamarind syrup and ettawa goat milk-sweet purple potato ice cream. The ingredients are used for medical purpose but still available as minor or less important commodities in market except tamarind that is used to produce Various commodities such as candy. The research is carried out on 2011 in collaboration with Jomint Company and Kampung Kearifan Indonesia (KKI) Company. Jomint and KKI are business partners which are engaged in agribusiness. Jomint settles in Yogyakartg. Special Regency and KKI in Jakarta City. Research on ice cream is carried in two steps, first step is involved in studying various aspects of production and development of product at KUBE Adi Jaya (Jomint\'s Partnership) and measurement of potential customer\'s satisfaction is on the other. Research on turmeric-tamarind syrup in corporation with KKI is conducted in one step, that is, satisfaction measurement without consideration of production stage. Agribusiness system chain is ended in marketing system which is associated with the objectives of making profit through fulfillment of consumer\'s needs and wants. Satisfaction is one of key that influences in product marketing. Satisfaction measurement is the most important factor that influences product marketing. This satisfaction measurement technique is developed from Kotler and Keller\'s concept that define satisfaction (S) is a function of expectation (E) and fact of product/product performance (P), i.e., S=f (E,P). S includes attributive factors of products such as appearance, taste and packaging. Assuming that Sav=P/E where, Sav denotes average of sum S (aggregate). S (individual) and Sav (aggregate) indicates high potential if value 1, moderate if value is 0.8 < S < 1 and low when value is 0.8. The research is conducted by taking data from 50 respondents. For measuring satisfaction distribution, Gini ratio is applied to know whether the satisfaction is equally distributed or any dominance in specific cluster. The results show that satisfaction level on ice cream is high (1.038>1). The biggest satisfaction value per element of product attributes is realized from the contents (1.24>1); smallest is related to packaging (0.974) and the values of other parameters such as appearance and taste are 0.997 and 0.983 respectively. Gini coefficient is 0.013 or very close to 0, so the value of satisfaction is very well distributed or almost equal for each cluster. Based on the results, it may be inferred that ice cream of ettawa goat milk sweet purple potato is a quality product. Satisfaction level on turmeric-tamarind syrup is high (1.064>1). The biggest satisfaction value per element of product attributes is obtained from the contents (1.21>1); smallest is related to packaging (0.937); others are appearance (1.019) and taste (1.118). Gini coefficient is 0.014 or very close to 0, so the value of satisfaction is very well distributed or almost equal for each cluster. Based on the results, turmeric-tamarind syrup is also a quality product.
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