Strategi Pengembangan Produk Teh Artisan Sesuai dengan Preferensi Konsumen pada PT Sila Agri Inovasi

Abstract

Meningkatnya tren konsumsi minuman berbasis teh mendorong PT Sila Agri Inovasi mengembangkan teh artisan mocktail sebagai produk minuman siap minum (ready to drink) berbasis teh artisan. Penelitian ini bertujuan menganalisis karakteristik dan preferensi konsumen, menyusun strategi pengembangan bisnis, serta menilai kelayakan finansial produk. Data dianalisis menggunakan analisis deskriptif, uji hedonik, analisis konjoin, strategi pemasaran, dan analisis finansial. Uji hedonik menunjukkan bahwa varian lemon burst memiliki tingkat penerimaan konsumen tertinggi. Analisis konjoin menunjukkan bahwa konsumen lebih menyukai produk dengan harga Rp25.000-Rp35.000, kemasan slim cup premium, penggunaan bahan alami premium, dan akses pembelian yang mudah. Analisis STP dan bauran pemasaran menghasilkan strategi pengembangan melalui penentuan target pasar yang tepat, penguatan positioning produk sebagai minuman premium berbasis teh artisan, serta optimalisasi strategi pemasaran. Hasil analisis finansial menunjukkan bahwa pengembangan produk teh artisan mocktail layak untuk dijalankan.

The increasing trend in tea-based beverage consumption has encouraged PT Sila Agri Inovasi to develop artisan tea mocktail as a ready-to-drink product based on artisan tea. This study aims to analyze consumer characteristics and preferences, formulate a business development strategy, and assess the financial feasibility of the product. Data were analyzed using descriptive analysis, hedonic testing, conjoint analysis, marketing strategy analysis, and financial analysis. The hedonic test results indicated that the Lemon Burst variant achieved the highest level of consumer acceptance. Conjoint analysis revealed that consumers preferred products priced between Rp25.000 and Rp35.000, packaged in premium slim cups, made with premium natural ingredients, and offered through easily accessible purchasing channels. The STP and marketing mix analyses generated a development strategy centered on identifying the appropriate target market, strengthening product positioning as a premium tea-based beverage, and optimizing the marketing strategy. The financial analysis further showed that the development of the artisan tea mocktail product is financially feasible.