Analisis Segmenting & Targeting Jelly Fruit di Indonesia
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Abstract
Penelitian ini bertujuan untuk menganalisis segmentasi dan penentuan target pasar produk Jelly Fruit sebagai camilan sehat berbahan alami dengan inovasi kemasan ramah lingkungan berbasis kulit buah. Penelitian menggunakan metode kuantitatif dengan pendekatan survei terhadap 122 responden di wilayah Jabodetabek yang dipilih menggunakan teknik random sampling. Pengumpulan data dilakukan melalui kuesioner online berdasarkan konsep bauran pemasaran 4P (Product, Price, Place, Promotion) dengan skala Likert 1–5. Analisis data dilakukan menggunakan metode hierarchical cluster dan non-hierarchical cluster (K-means) dengan bantuan software SPSS versi 29. Hasil penelitian menunjukkan bahwa terbentuk dua segmen pasar, yaitu Cluster 1 dan Cluster 2. Berdasarkan hasil final cluster centers, Cluster 2 menjadi target pasar paling potensial karena memiliki nilai rata-rata tertinggi pada indikator utama preferensi terhadap jelly dibanding dessert lain sebesar 4,04. Konsumen pada cluster tersebut cenderung menyukai produk berbahan alami tanpa pengawet, tertarik pada promosi media sosial, sensitif terhadap potongan harga, serta menginginkan produk yang mudah diakses secara online maupun offline. Penelitian ini diharapkan dapat menjadi dasar pengembangan strategi pemasaran Jelly Fruit yang lebih efektif dan berkelanjutan.
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