Pengembangan Pasar Produk “Oriza” Pemulen Nasi dengan Pendekatan Riset Aksi

Abstract

Oriza product, rice fluffier, is a prospective innovation to be developed. Oriza product can be used to improve the texture of red rice. A business model can be made to ensure the feasibility of the Oriza product on segmentation of red rice consumers. The objectives of this study were to identify the problems that occur on red rice consumers, as well as to find solutions to these problems, so the best business model was obtained. The study consisted of two phases, namely test the problem and test the solution. Method of data collection on both phases used action research approach. The data used were primary data obtained through interviews to 50 respondents. Test the problem results show that 74% of respondents were potential customers who have main problems of rough texture, bland flavour, and unpleasant aroma. Oriza product offered solutions to these problems. Test the solution results show that 96% of respondents stated that Oriza product development was appropriate and necessary for consumers of red rice. The best business model was obtained after nine components of the business model were appropriate with consumers needs.