Survei marketing mix diversifikasi olahan tepung buah lokal salak manonjaya bagi pelaku usaha kecil pangan

Sumarto Sumarto; Ani Radiati; Raden Agus Bachtiar

doi:10.21107/agrointek.v17i1.13911

Survei marketing mix diversifikasi olahan tepung buah lokal salak manonjaya bagi pelaku usaha kecil pangan

Sumarto Sumarto, Ani Radiati, Raden Agus Bachtiar

Abstract

One of the efforts to increase consumption of fruits and vegetables for the local community and others area is innovate the diversification of processed food products. For example, the fruit of Manonjaya salacca had been researched and made a semi-finished product in the form of flour and other processed food products such as muffins, cakes, cookies, and flakes. Before, the results of the research had been diseminated to the local Small and Medium Enterprises (SMEs). The purpose of this study was to determine the potential development of processed food product from Manonjaya salacca flour diversification for the food SMEs throught a market survey with marketing mix approach. The research method used was a survey with a quantitative approach. The survey was conducted online to 251 respondents throughout Indonesia. Respondents consist of various generations, gender, profession, domicile, and level of income. Questions were given based on the marketing mix categories, namely product, place, price, and promotion. Product: the market survey results show that Manonjaya salak flour has the potential to be developed into souvenirs or sweet snacks for all generations, especially in the Z generation. The product that has the potential to be developed was sponge cake/cake. Place: most of the respondents bought souvenirs in stores, while the millennials and the Z generations bought sweet snacks through online delivery services. Price: respondents stated that a reasonable price for a sweet snack per 750 grams is IDR40,000. Promotion: The further away from the respondent's domicile, the less familiar they were with Manonjaya salacca. For this reason, processed food products from Manonjaya salacca flour need wider promotion. This product promotion is mainly related to the superiority of nutrients, their health benefits, and the variety of diversified products developed by SMEs

Keywords

Food Small and Medium Entreprises (SME); Manonjaya salacca; Marketing mix survey; Milenial and Z generation; Diversification of Processed Food Product; Tasikmalaya local food

Full Text:

PDF (Bahasa Indonesia)

References

Abidin, Z., Musadar, M. 2018. Analisis Persepsi Masyarakat Terhadap Pangan Lokal Sagu Di Kota Kendari Sulawesi Tenggara. Agridevina, 7(1), pp. 1–13. doi: 10.33005/adv.v7i1.1126.

Agudo, A. 2005 Measuring intake of fruit and vegetables. Kobe. Japan: World Health Organization.

Amalia, L., Endro, O.P., Damanik, R.M. 2016. Preferensi Dan Frekuensi Konsumsi Makanan Jajanan Pada Anak Sekolah Dasar Di Kecamatan Cijeruk,Kabupaten Bogor. Jurnal Gizi dan Pangan, 7(2), p. 119. doi: 10.25182/jgp.2012.7.2.119-126.

Aswariny, E., Meutia, Aliudin. 2020. Pemetaan pemasaran produk olahan pangan lokal di Kabupaten Serang. LEUIT Journal of Local Food Security, 1(1), pp. 19–24.

Bachtiar, A., Karimah, I. 2018. Sosialisasi pembuatan tepung dan makanan olahan salak manonjaya dalam rangka meningkatkan konsumsi sayur dan buah di kecamatan manonjaya kabupaten tasikmalaya. Seminar dan Diseminasi Hasil Pengabdian kepada Masyarakat Berbasis Riset, pp. 81–86.

Bachtiar, R.A. Sumarto, Aprianty, D., Kristiana, L. 2018. Penyuluhan Gizi untuk Mengubah Pengetahuan dan Sikap Masyarakat terhadap Pengembangan Pangan Lokal Salak Manonjaya. Indonesian Journal of Human Nutrition, 5(2), pp. 62–73. doi: http://dx.doi.org/10.21776/ub.ijhn.2018.005.02.1.

Baltas, G. 2001. Nutrition labelling: issues and policies. European Journal of Marketing, 35(5/6), pp. 708–721. doi: 10.1108/03090560110388178.

Boeing, H., A. Bechthold, A. Bub, S. Ellinger, D. Haller, A. Kroke, E. Leschik-Bonnet, M.J. Müller, H. Oberritter, M. Schulze, P. Stehle, B. Watzl. 2012. Critical review: Vegetables and fruit in the prevention of chronic diseases. European Journal of Nutrition, 51(6), pp. 637–663. doi: 10.1007/s00394-012-0380-y.

Badan Pusat Statistik. 2021. Hasil Sensus Penduduk Indonesia 2020. Jakarta.

Hendra, P., R. Suhadi, D.M. Virginia, C.H. Setiawan. 2019. Sayur Bukan Menjadi Preferensi Makanan Remaja di Indonesia. Jurnal Kedokteran Brawijaya, 30(4), p. 331. doi: 10.21776/ub.jkb.2019.030.04.18.

Hidayah, S.S., Pamungkasari, E.P., Sulaeman, E.S. 2019. Determinants of Fruits and Vegetables Consumption among Primary School Students : A Path Analysis Evidence. Journal of Health Promotion and Behavior, 4(1), pp. 64–75.

Kemenkopukm RI. 2019. Perkembangan Data Usaha Mikro, Kecil, Menengah (UMKM) dan Usaha Besar (UB) Tahun 2018-2019. Jakarta.

Lani, A., Margawati, A., Fitranti, D.Y. 2017. Hubungan frekuensi sarapan dan konsumsi jajan dengan Z-score IMT/U pada siswa sekolah dasar. Journal of Nutrition College, 6(4), pp. 277–284.

Marsigit, W. 2010. Pengembangan Diversifikasi Produk Pangan Olahan Lokal Bengkulu untuk Menun jang Ketahanan Pangan Berkelanjutan Development of Bengkulu Local Food Proces. Agritech, 30(4), pp. 256–264.

Pem, D., Jeewon, R. 2015. Fruit and vegetable intake: Benefits and progress of nutrition education interventions-narrative review article. Iranian Journal of Public Health, 44(10), pp. 1309–1321.

Rachmi, C.N., H. Jusril, I. Ariawan, T. Beal, A., Sutrisna. 2020. Review Article Eating behaviour of Indonesian adolescents : a systematic review of the literature. Public Health Nutrition, 24(S2), pp. s84–s97. doi: 10.1017/S1368980020002876.

Ramsay, S.A., A.K. Eskelsen, L.J. Branen, J. Armstrong Shultz, J. Plumb. 2014. Nutrient Intake and Consumption of Fruit and Vegetables in Young Children’, Infant, Child, and Adolescent Nutrition, 6(6), pp. 332–344. doi: 10.1177/1941406414549622.

Sari, Y.D. Rachmawati, R. 2020. Kontribusi Zat Gizi Makanan Jajanan Terhadap Asupan Energi Sehari Di Indonesia (Analisis Data Survey Konsumsi Makanan Individu 2014)’, Penelitian Gizi dan Makanan (The Journal of Nutrition and Food Research), 43(1), pp. 29–40. doi: 10.22435/pgm.v43i1.2891.

Schroeter, C., House, L., Lorence, A. 2007. Fruit and vegetable consumption among college students in Arkansas and Florida: Food culture vs. health knowledge. International Food and Agribusiness Management Review, 10(3), pp. 63–89. doi: 10.22004/ag.econ.8165.

Setiasih, I.S., M.B. Santoso, I. Hanidah, H. Marta.2017. Pengembangan Kapasitas Masyarakat dalam Menggunakan Hanjeli sebagai Alternatif Pengganti Beras sebagai Pangan Pokok dan Produk Olahan. Jurnal Penelitian & PKM, 4(2), pp. 129–389. doi: 10.24198/jppm.v4i2.14230.

Sharma, Y., Nasreen, R., Kumar, A. 2018. Impact of Marketing-Mix for Core-Food Items on Purchase Behavior at Subsistence Marketplace- An Empirical Study of Urban Subsistence Market of Delhi. Global Journal of Management and Business Research, 18(3), pp. 5–19.

Singarimbun, M., Effendi, S. 2008. Metode Penelitian Survai (edisi revisi). Jakarta: Pustaka LP3ES Indonesia.

Siswanto, D., Permaesih, A., Lamid, S., Prihatini, Y., Rosmalina, Hermina, D.S., Puspitasari, Y.D., Sari, E.D., Julainti, T. Fajarwati, R., Rachmawati, A., Safitri, M.D., Susilawati, F., Ernawati, N., Immaningsih, M., Prihatini, Aditianti, D.A., Puspitasari, D.H., Tjandrarini, S., Muljati, A., Triwinarto, A.Y., Kristanti, O., Nainggolan, N.H., Utami, N. Arifia. Diet total study: Survey of individual food consumption Indonesia 2014, Ministry of Health Republic of Indonesia. Edited by Trihono et al. Jakarta: Badan Penelitian dan Pengembangan Kesehatan - Kemenkes RI.

Stillman, D., Stillman, J. 2019. Generasi Z: Memahami Karakter Generasi Baru yang Akan Mengubah Dunia Kerja. Lina Jusuf. Jakarta: Penerbit PT Gramedia Pustaka Utama.

Sulaiman, Y.N.N.A.A., Bakar, M.Y.S., Ismail, N.K.N., Mat, R. Musa. 2017. The Function of Marketing Mix and Consumer Preferences on Healthy Food Consumption among UUM Students. International Journal of Economic Research, 14(19), pp. 103–122.

Sumarto, D. Aprianty, R.A. Bachtiar, L. Kristiana. 2016. Upaya penyelamatan salak Manonjaya, Tasikmalaya melalui pembuatan tepung sebagai bahan baku produk pangan bernilai gizi. in Setiasih, I. S. et al. (eds) Seminar Nasional Membangun Ketahanan Pangan melalui Pemberdayaan Komoditas Lokal. Jatinangor: Unpad Press, pp. 16–22.

Sumarto, D., Aprianty, R.A., Bachtiar, L. Kristiana. 2018. Organoleptic characteristics and nutritive value estimation of baked food products from Manonjaya variety salacca flour. IOP Conference Series: Earth and Environmental Science, 102(1). doi: 10.1088/1755-1315/102/1/012018.

Sumarto, Saragih, M. 2020. Does the taste and appearance of food affect food waste in low-salt diet patients?. Journal of Nutritional Science and Vitaminology, 66, pp. S56–S62. doi: 10.3177/jnsv.66.S56.

Susanti, C.E. 2008. Upaya Peningkatan Strategi Marketing Mix Pangan Berbasis Bahan Lokal Melalui Analisis Sikap Konsumen dengan Model Fishbein Di Surabaya’, Jurnal Manajemen Pemasaran, 3(1), pp. 1–7. Available at: http://puslit2.petra.ac.id/ejournal/index.php/mar/article/view/18075.

Taib, G., Roswita, R. 2018. Analisis Prospek dan Kendala Pengembangan Produk Industri Pangan Lokal Di Sumatera Barat. Jurnal Teknologi Pertanian Andalas, 22(1), pp. 96–101. doi: 10.25077/jtpa.22.1.96-101.2018.

Tjiptono, F., Chandra, G., Adriana, D. 2008. Pemasaran Strategik. Yogyakarta: Andi.

Ulfah, I., Sumarwan, U., Nurrochmat, D.R. 2016. Marketing Mix Factors that Influence the Desire to Purchase Fruit Beverages in the City of Bogor. Indonesian Journal of Business and Entrepreneurship, 2(1), pp. 33–42.

Vivithkeyoonvong, S.S. Chairunnisa, K., Onngernthayakorn, J., Sathapatyanon. 2021. Consumer behavior to Thai fruit consumption during COVID-19 pandemic in Jakarta, Indonesia. Journal of Socioeconomics and Development, 4(2), pp. 166–179.

Wallace, T.C.R.L. Bailey, J.B., Blumberg, B. Burton-Freeman, C.O., Chen, K.M., Crowe-White. 2020. Fruits, vegetables, and health: A comprehensive narrative, umbrella review of the science and recommendations for enhanced public policy to improve intake. Critical Reviews in Food Science and Nutrition, 60(13), pp. 2174–2211. doi: 10.1080/10408398.2019.1632258.

Wang, X.Y. Ouyang, J. Liu, M. Zhu, G. Zhao, W. Bao, F.B. Hu. 2021. Fruit and Vegetable Intake and Mortality. Circulation, 143(17), pp. 1642–1654. doi: 10.1161/circulationaha.120.048996.

Zafar, M.Z., Hashim, N.A., Halim, F., bin. 2017. The Pivotal Role of User-Friendly Food Label and Personality Traits on Intention to Consume Packaged Food Products. Journal of Food Products Marketing, 23(7), pp. 835–856. doi: 10.1080/10454446.2017.1244796.