Analisis Pasar dan Penentuan Harga Pokok Produksi pada Produk Body Spray Anti Nyamuk di PT. Eteris Prima Wiyasa

Abstract

Peningkatan kasus demam berdarah dan penggunaan produk anti nyamuk yang mengandung DEET di pasaran mendorong PT Eteris Prima Wiyasa mengembangkan produk body spray anti nyamuk alami berbahan dasar minyak atsiri. Penelitian ini bertujuan mengetahui preferensi konsumen terhadap produk body spray anti nyamuk, merumuskan strategi bisnis dengan SWOT dan QSPM serta menentukan harga pokok produksi body spray. Tahapan penelitian terdiri dari fase eksplorasi, pendefinisian masalah, ideasi, pengembangan prototipe dan validasi. Berdasarkan hasil penelitian, terdapat tiga atribut produk yang dianggap sangat penting oleh konsumen dalam perancangan produk body spray anti nyamuk berupa efektivitas mengusir nyamuk, aroma dan harga. Strategi bisnis yang tepat untuk produk body spray anti nyamuk ini yaitu mempererat hubungan baik dengan pelanggan. Selain itu, didapatkan harga pokok produksi sebesar Rp 14.976/kemasan 100 ml dan harga jual produk sebesar Rp 34.500 dengan mark up 118% dan PPN 11%.

The increasing cases of dengue fever and use of mosquito repellent products containing DEET on the market have prompted Eteris Prima Wiyasa company to develop a natural mosquito repellent body spray using essential oils. The research aims to determine consumer preferences for mosquito repellent body spray products, formulate business strategies using SWOT and QSPM, and determine the production cost of the body spray. The research stages include of exploration, problem definition, ideation, prototype development and validation. Based on the research results, there are three product attributes that are considered very important by consumers in the design of mosquito repellent body spray products, namely mosquito repelling effectiveness, aroma, and price. The right business strategy for this mosquito repellent body spray product is to strengthen customer relationships. In addition, the production cost is obtained at Rp 14.976/100 ml pack and the selling price of the product is Rp 34.500 with a markup of 118% and VAT of 11%.