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All Journal Jurnal Hilirisasi IPTEKS (JHI) Community Engagement and Emergence Journal (CEEJ) JURSIMA (Jurnal Sistem Informasi dan Manajemen) AMAR (Andalas Management Review) Ekasakti Jurnal Penelitian dan Pengabdian (EJPP) JEBI (Jurnal Ekonomi dan Bisnis Islam) Jurnal Publikasi Teknik Informatika (JUPTI) JURSIMA Jurnal Pengabdian kepada Masyarakat Dewantara Jurnal Sistem Informasi dan Manajemen
Putra, Sapta Eka
Universitas Tamansiswa Padang
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Library & Information Science Public Health Social Sciences Veterinary Other

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Journal : AMAR (Andalas Management Review)

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Market Testing dan Positioning Produk Inovasi Berri Brilliant Albar; Mayang Larasati; Sapta Eka Putra
AMAR (Andalas Management Review) Vol 4 No 2 (2020)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.4.2.73-88.2020

Abstract

The product innovation enters the next stage in the product development process series towards commercialization. As a product during its development period, it is necessary to carry out market research to determine consumer preferences and perceptions, to become the basis for business analysis and improvement. This activity is carried out through deep interviews with inventors, product / sample tests and simulations, surveys and observations on the market and its segmentation. Market research techniques are used by searching, gathering, and analyzing information about consumers or markets that are appropriate for the business they run. In addition to product quality through understanding the needs and tastes of consumers, another thing that also builds consumer ratings of products is perception. Positioning is the initial analysis to build perception in the minds of consumers. This activity aims to obtain market research documents to determine consumer perceptions about innovation products after consuming the product so that it can be used as a reference for product improvement before commercialization. This activity also aims to help to analyze positioning and design marketing strategies for the next stage. Understanding consumer needs and creating products that are able to meet the needs and solve consumer problems are the keys to successful product commercialization. This activity carried out market research on 7 Andalas University innovation products on food and beverage category with 100 respondents for each of their products spread across the West Sumatra region. This activity produces product market research documents that can be used by each inventor and developer of each product to develop and commercialize their products.
Co-Authors Berri Brilliant Albar Dedi Rahman Habibie Febriani Febriani Febriani Febriani Indah Maya Sari Lenny Hasan Masriadi Masriadi Masriadi, Masriadi Mayang Larasati Mayang Larasati Munir, Zainul Rahmat Rahmat Sherly Yulinda Trio Candra Yo Widya Rahmawati Yuliarni Putri Yuni Candra Zainul Munir