Analisis Segmentasi Pasar Sayuran Organik di Wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi

Abstract

Gaya hidup sehat dan dampak pandemi Covid-19 mendorong pola konsumsi masyarakat berubah sehingga terjadi peningkatan permintaan produk organik. Sayuran organik menjadi produk organik yang banyak dimintai dan konsumen terbesar berada di wilayah perkotaan. Tujuan penelitian ini yaitu mengidentifikasi karakteristik konsumen dan atribut sayuran organik yang diinginkan serta menganalisis segmentasi pasar sayuran organik di wilayah Jabodetabek. Penentuan sampel menggunakan teknik judgmental sampling dengan kriteria konsumen akhir sayuran organik, minimal berusia 18 tahun, berdomisili di Jabodetabek dan telah minimal dua kali membeli sayuran organik. Penelitian ini menggunakan data primer yang didapat melalui survei (online-offline) kepada 108 responden. Metode analisis yang digunakan yaitu analisis deskriptif, CBC, k-mean cluster dan tabulasi silang. Hasil penelitian menunjukan karakteristik konsumen sayuran organik di Jabodetabek yaitu wanita, 25-35 tahun, sudah menikah, sarjana/pascasarjana, pegawai swasta, pendapatan Rp5–7,5 juta perbulan dan pengeluaran untuk sayuran organik Rp200–500 perbulan. Menyukai sayuran organik dengan label organik, tidak bermerek, segar (mulus, tidak berlubang) dan kemasan plastik. Segmentasi yang terbentuk yaitu (1) Klaster 1, merupakan kelompok konsumen wanita dewasa, sudah menikah dan peduli kesehatan serta lingkungan. (2) Klaster 2, merupakan kelompok konsumen wanita dewasa, belum menikah peduli kesehatan serta lingkungan namun sikap terhadap lingkungan lebih rendah dibandingkan Klaster 1.

Healthy lifestyle and the impact of the Covid-19 pandemic have changed people's consumption patterns, resulting in an increase in demand for organic products. Organic vegetables are the most in-demand organic product and the largest consumers are in urban areas. The purpose of this study was to identify consumer characteristics and desired organic vegetable attributes and to analyze the market segmentation of organic vegetables in the Jabodetabek area. The sample determination used a judgmental sampling technique with the criteria of end consumers of organic vegetables, at least 18 years old, domiciled in Jabodetabek and have purchased organic vegetables at least twice. This study used primary data obtained through a survey (online-offline) to 108 respondents. The analysis methods used were descriptive analysis, CBC, k-mean cluster and cross tabulation. The results showed that the characteristics of organic vegetable consumers in Jabodetabek were women, 25-35 years old, married, undergraduate/postgraduate, private employees, income of IDR 5-7.5 million per month and expenditure on organic vegetables of IDR 200-500 per month. Like organic vegetables with organic labels, unbranded, fresh (smooth, no holes) and plastic packaging. The segmentation formed is (1) Cluster 1, which is a group of adult female consumers, married, and those who care about health and the environment. (2) Cluster 2, which is a group of adult female consumers, unmarried, and care about health and the environment but whose attitudes towards the environment are lower than Cluster 1.