Analisis Kepuasan Konsumen dan Pengembangan Produk Ready to Drink Netisane PT Agritama Sinergi Inovasi Bandung

Abstract

Produk teh Ready to Drink Netisane PT Agritama Sinergi Inovasi masih menghadapi kendala pada informasi label kemasan, ketersediaan produk di penjualan offline, dan promosi offline. Penelitian ini bertujuan menganalisis kepuasan konsumen, menyusun strategi pengembangan produk, serta menganalisis kelayakan bisnis sebelum dan sesudah penerapan strategi. Metode yang digunakan meliputi Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), dan studi kelayakan bisnis. Hasil penelitian menunjukkan nilai CSI sebesar 75,15 (kategori puas). Strategi pengembangan difokuskan pada penyempurnaan informasi label kemasan, perluasan pasar offline melalui Business to Business (B2B), dan peningkatan promosi offline. Penerapan strategi meningkatkan NPV dari Rp32.994.501 menjadi Rp341.565.361, Net B/C dari 9,95 menjadi 13,49, serta mempercepat Payback Period dari 2,16 menjadi 1,63 tahun. Meskipun IRR menurun dari 187% menjadi 185% dan Gross B/C dari 1,17 menjadi 1,16, seluruh indikator tetap memenuhi kriteria kelayakan investasi. Analisis sensitivitas menunjukkan usaha tetap layak pada seluruh skenario yang diuji.

Ready to Drink Netisane produced by PT Agritama Sinergi Inovasi still faces challenges related to product label information, product availability in offline sales channels, and offline promotion. This study aimed to analyze consumer satisfaction, formulate product development strategies, and analyze business feasibility before and after strategy implementation. The methods used included Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and a business feasibility study. The results showed a CSI value of 75,15% (satisfied category). The development strategy focused on improving product label information, expanding offline markets through Business to Business (B2B), and strengthening offline promotion. Strategy implementation increased NPV from IDR 32.994.501 to IDR 341.565.361, Net B/C from 9,95 to 13,49, and shortened the Payback Period from 2,16 to 1,63 years. Although IRR decreased from 187% to 185% and Gross B/C from 1,17 to 1,16, all indicators still met the investment feasibility criteria. The sensitivity analysis showed that the business remained feasible under all tested scenarios.