ANALISIS KESUKSESAN PRODUK MINUMAN SUPLEMEN (THE ANALYSIS OF SUCCESSFUL BEVERAGE SUPLEMENT PRODUCT)

Mathilda Sri Lestari, Ir. Subagyo, Ph.D.

2011 | Tesis | S2 Teknik Industri

Penelitian ini bertujuan untuk mengetahui produk minuman suplemen yang sukses dan karakteristik penyebab kesuksesannya. Minuman suplemen yang dijadikan obyek penelitian antara lain: Kratingdaeng, Kratingdaeng-S, M-150, Hemaviton Energy Drink, Hemaviton Jreng, Lipovitan Ginseng, Lipovitan Honey, Lipovitan Pasak Bumi, Kuku Bima, Kuku Bima Ener-G, Panther, Extra Joss. Indikator kesuksesan yang digunakan adalah gabungan antara market share dan repeat order rate. Karakteristik penyebab kesuksesan yang dianalisis antara lain faktor: estetika kemasan, rasa, khasiat, main ingredients, additive ingredients, petunjuk dalam kemasan, varian rasa, harga dan tahun peluncuran produk. Untuk memilih produk sukses berdasarkan market share digunakan diagram pareto dan produk sukses berdasarkan repeat order rate digunakan kuesioner. Kuku Bima Ener-G, Extra Joss, Hemaviton Jreng dan Kratingdaeng sebagai produk sukses dianalisis dengan menggunakan kanvas strategi dan uji korelasi. Dari hasil penelitian diperoleh hasil bahwa Kuku Bima Ener-G merupakan produk minuman suplemen yang paling sukses berdasarkan indikator gabungan antara market share dan repeat order rate dengan skor total 51,97. Faktor: additive ingrediant, varian rasa, harga dan tahun peluncuran produk merupakan faktor penyebab Kuku Bima Ener-G sukses. Penelitian lanjutan tentang faktor penyebab kesuksesan lainnya perlu dilakukan.

This research aims to know the success beverages supplement products and the characteristics causing their success. The beverages supplement used as the research objects are: Kratingdaeng, Kratingdaeng-S, M-150, Hemaviton Energy Drink, Hemaviton Jreng, Lipovitan Ginseng, Lipovitan Honey, Lipovitan Pasak Bumi, Kuku Bima, Kuku Bima Ener-G, Panther, Extra Joss. The success indicators used are the combination between the market share and repeat order rate. The characteristics causing the success which are analyzed such as the factor: packaging aesthetic, taste, function, main ingredients, additive ingredients, the inside packaging instruction, taste variants, price and the launching year product. To chose the products which are success according to market share, this research use the pareto diagram and for the success products according to repeat order rate use questioner. Kuku Bima Ener-G, Extra Joss, Hemaviton Jreng and Kratingdaeng are as the success products analyzed by strategy canvas and correlation test. From the result of the research, the result shows that Kuku Bima Ener- G is the most successful beverages supplement according to the combination of indicators of market share and repeat order rate with the total score is 51,97. The factors: additive ingredient, taste variants, price and the launching year product are the causal factors causing Kuku Bima Ener-G is success. The advance researches about the other causing factors are needed to be done.

Kata Kunci : market share, repeat order rate, minuman suplemen, produk sukses, kanvas strategi