Uji Sikap Konsumen terhadap Produk Furimizu untuk Meningkatkan Penjualan di PT Amerta Petfood Indonesia

Abstract

PT Amerta Petfood Indonesia mengalami penurunan penjualan dikarenakan reformulasi produk yang awalnya Virgin Coconut Oil (VCO) murni menjadi Obat anti kutu kucing bernama Furimizu, maka peneliti melakukan uji sikap konsumen terhadap produk Furimizu dengan tujuan untuk meningkatkan penjualan di PT Amerta Petfood Indonesia. Uji sikap konsumen dilakukan menggunakan multiatribut fishbein untuk mengevaluasi atribut produk. Atribut yang digunakan dalam penyebaran kuisioner berdasarkan dengan analisis marketing mix 4P (product, price, place, promotion). penelitian ini berdasarkan penilaian 71 responden yang dengan nilai akhir sebesar 221,35. Setelah dilakukannya evaluasi atribut produk selama1 periode, produk Furimizu mengalami peningkatan penjualan sebesar 354,5% dan hasil dari analisis laporan laba rugi dan R/C ratio sebesar 1,09 sehingga penelitian uji sikap konsumen dapat membuktikan adanya peningkatan penjualan produk Furimizu.

PT Amerta Petfood Indonesia experienced a decline in sales due to the reformulation of the product which was originally pure Virgin Coconut Oil (VCO) into an anti-flea cat medicine called Furimizu, so the researcher conducted a consumer attitude test on Furimizu products with the aim of increasing sales at PT Amerta Petfood Indonesia. The consumer attitude test was conducted using Fishbein multiattributes to evaluate product attributes. The attributes used in distributing the questionnaire were based on the 4P marketing mix analysis (product, price, place, promotion). This study was based on the assessment of 71 respondents with a final value of 221,35. After evaluating product attributes for 1 period, Furimizu products experienced an increase in sales of 354,5% and the results of the analysis of the profit and loss report and R/C ratio were 1,09 so that the consumer attitude test study could prove an increase in sales of Furimizu products.