Analisis Preferensi Konsumen dalam Upaya Peningkatan Volume Penjualan Bunga Mawar Potong di Kariksa Kebunku

Abstract

NURUL NABILA. Analisis Preferensi Konsumen dalam Upaya Peningkatan Volume Penjualan Bunga Mawar Potong di Kariksa Kebunku. Dibimbing oleh MUH FATUROKHMAN.

Kariksa Kebunku merupakan usaha mandiri di Kabupaten Bandung Barat yang mengalami penurunan penjualan bunga mawar potong serta keluhan dari konsumen terkait kemasan dan kesegaran bunga. Perusahaan perlu menganalisis preferensi konsumen untuk meningkatkan volume penjualan dan kepuasan terhadap produk. Tujuan penelitian ini adalah mengidentifikasi karakteristik konsumen, mengevaluasi tingkat kepuasan dan kesukaan terhadap atribut bunga mawar potong, menganalisis finansial pasca pengembangan produk dan rekomendasi manajerial. Data dianalisis menggunakan metode deskriptif, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), dan analisis finansial. Hasil penelitian IPA menunjukkan bahwa atribut kemasan termasuk dalam prioritas utama untuk diperbaiki (kuadran I) dan atribut ketahanan bunga terletak pada kuadran III (prioritas rendah). Nilai indeks kepuasan konsumen sebesar 83,77% yang berarti sangat puas. Laba bersih yang diperoleh mengalami peningkatan sebesar Rp165.075.799,00 dengan R/C ratio sebesar 1,90 dan keuntungan tambahan Rp98.316.000,00.

Kata kunci: Kemasan, mawar potong, volume penjualan, preferensi

NURUL NABILA. Consumer Preference Analysis as an Effort to Increase the Sales Volume of Cut Roses at Kariksa Kebunku. Supervised by MUH FATUROKHMAN.

Kariksa Kebunku was an independent business located in West Bandung Regency that experienced a decline in sales of cut roses and received complaints from consumers regarding the packaging and freshness of the flowers. The company needed to analyze consumer preferences in order to increase sales volume and satisfaction with the product. The aim of this study was to identify consumer characteristics, evaluate the level of satisfaction and preference toward cut rose attributes, analyze the financial performance after product development, and provide managerial recommendations. The data were analyzed using descriptive methods, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and financial analysis. The IPA results showed that the packaging attribute was included in the main priority for improvement (Quadrant I), while the flower durability attribute was placed in Quadrant III (low priority). The consumer satisfaction index value was 83.77%, which indicated a very high level of satisfaction. The net profit increased by Rp165,075,799.00, with an R/C ratio of 1.90 and an additional profit of Rp98,316,000.00.

Keywords: Cut roses, packaging, preference, sales volume