Sugar-Free Herbal Beverage Preferences: Customer Clustering Insights Preferensi Minuman Herbal Bebas Gula: Wawasan Pengelompokan Pelanggan
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Published:
Apr 6, 2024
Keywords:
Customer Clustering, Sugar Free Beverages, Marketing Strategy, Herbal Industry, Willingness to Pay
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Abstract
Amidst the increased demand for public health products caused by the COVID-19 epidemic, Indonesia's herbal business has recognized opportunity for expansion, particularly in the area of sugar-free instant herbal beverages. The purpose of this study is to define customer profiles and identify the factors impacting customers' willingness to pay for such products using a dual technique of cluster analysis and Structural Equation Modeling - Partial Least Squares (SEM-PLS). The study identifies three unique client groups: teen students (Cluster 1), early adult workers (Cluster 2), and late adult workers (Cluster 3). Income, health consciousness, product quality, and price are factors that have a favorable and significant impact on willingness to pay across all clusters. Notably, in Cluster 3, willingness to pay is more influenced by product quality, health consciousness, and price. These findings are useful for the Indonesian herbal business, as they will guide targeted marketing tactics and product development efforts to efficiently serve to varied consumer demographics.
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Copyright (c) 2024 Hasna Nadiyah Banafsaj Sudaryono, Hardiana Widyastuti, Indra Refipal Sembiring, Mokhamad Syaefudin Andrianto
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Arimurti, N. H., Sularso, K. E., & Hartati, A. (2021). Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya. Jurnal Forum Agribisnis, 11(1), 75–89. http://doi.org/10.29244/FAGB.11.1.75-89
Bramastuti, N. (2009). Pengaruh Prestasi Sekolah dan Tingkat Pendapatan Keluarga Terhadap Motivasi Berwiraswasta Siswa SMK Bakti Oetama Gondangrejo Karanganyar.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The Impact of Packaging, Price and Brand Awareness on Brand Loyalty: Evidence From The Paint Retailing Industry. Acta Commercii, 14(1). http://doi.org/10.4102/AC.V14I1.194
Fajria, F., Ethika, D., & Kusnaman, D. (2020). Analisis Kesediaan Membayar (Willingness to Pay) Konsumen Terhadap Sayuran Organik di Pasar Modern Purwokerto dan Faktor-Faktor yang Mempengaruhinya. Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(1), 40–48. http://doi.org/10.20961/sepa.v17i1.39863
Fajriyani, C. (2023). Indonesia FMCG Outlook 2023. Kantar World Panel. Jakarta.
Global Industry Analysts. (2023). Herbal Medicines: Global Strategic Business Report. San Jose.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). United States: Pearson.
Hilz, R., & Wagner, M. (2018). Marital Status, Partnership and Health Behaviour: Findings from the German Ageing Survey (DEAS). Comparative Population Studies, 43, 65–98. http://doi.org/10.12765/CPOS-2018-08
Hong, H. (2009). Scale Development for Measuring Health Consciousness: Re-conceptualization. In 12th Annual International Public Relations Research Conference. Columbia: University of Miami Coral Gables.
Indonesia's Center for Research and Development of Medicinal Plants and Traditional Medicines. (2015). Laporan Nasional Riset Khusus Eksplorasi Pengetahuan Lokal Etnomedisin dan Tumbuhan Obat Berbasis Komunitas di Indonesia Tahun 2015. Laporan Nasional Riset Khusus Eksplorasi Pengetahuan Lokal Etnomedisin dan Tumbuhan Obat.
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Indonesia's Ministry of Health. Peraturan Menteri Kesehatan No. 30 Tahun 2013 tentang Pencantuman Informasi Kandungan Gula, Garam, dan Lemak Serta Pesan Kesehatan untuk Pangan Olahan dan Pangan Siap Saji, Peraturan Menteri Kesehatan Republik Indonesia (2013). Indonesia.
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International Diabetes Federation. (2019). IDF Diabetes Atlas Ninth Edition. International Diabetes Federation (Vol. 9). Brussels.
Jumalda, A. E., Suwarni, L., Marlenywati, M., Selviana, S., & Mawardi, M. (2021). Pola Makan Masyarakat di Kota Pontianak Selama Pandemi Covid-19. Jurnal Kesehatan Masyarakat Indonesia, 16(1), 1–6. http://doi.org/10.26714/JKMI.16.1.2021.1-6
Kotler, P., & Armstrong, G. (2012). Principles Of Marketing. Principles of Marketing (14th ed.). Harlow: Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey: Pearson Prentice Hall.
Kotler, P., & Keller, K. lane. (2016). A Framework for Marketing Management (6th ed.). Essex: Pearson Education Limited.
Mabel, Y., Simbala, H., & Koneri, R. (2016). Identifikasi Dan Pemanfaatan Tumbuhan Obat Suku Dani Di Kabupaten Jayawijaya Papua. Jurnal MIPA, 5(2), 103–107. http://doi.org/10.35799/JM.5.2.2016.13512
Mustakim, M., Efendi, R., & Sofiany, I. R. (2021). Pola Konsumsi Pangan Penduduk Usia Produktif Pada Masa Pandemi Covid-19. Jurnal Ilmu Kesehatan Masyarakat, 17, 1–12. http://doi.org/10.19184/IKESMA.V0I0.27203
Priambodo, L. H., & Najib, M. (2014). Analisis Kesediaan Membayar (Willingness to Pay) Sayuran Organik dan Faktor-Faktor yang Mempengaruhinya. Jurnal Manajemen Dan Organisasi, 5(1), 1–14. http://doi.org/10.29244/JMO.V5I1.12125
Rakasiwi, L. S., & Kautsar, A. (2021). Pengaruh Faktor Demografi dan Sosial Ekonomi terhadap Status Kesehatan Individu di Indonesia. Kajian Ekonomi Dan Keuangan, 5(2), 146–157. http://doi.org/10.31685/KEK.V5I2.1008
Sari, D. K., Ekowati, T., & Setiadi, A. (2020). Analisis Kesediaan Konsumen untuk Membayar Produk Tempe Hygiene Rumah Kedelai Grobogan di Kabupaten Grobogan. JSEP (Journal of Social and Agricultural Economics), 13(2), 145–158. http://doi.org/10.19184/JSEP.V13I2.16905
Sugiyanthi, D., Nurmalina, R., Novianti, T.. (2020). Sikap Pelanggan dan Willingness to Pay (WTP) Pada Produk Buavita Royale. Jurnal Aplikasi Bisnis dan Manajemen (JABM). 6(2):303–303. doi:10.17358/JABM.6.2.303
Szakos, D., Ózsvári, L., & Kasza, G. (2022). Health-Related Nutritional Preferences of Older Adults: A Segmentation Study for Functional Food Development. Journal of Functional Foods, 92, 105065. http://doi.org/10.1016/J.JFF.2022.105065
Tirtarahardja, U. (2005). Pengantar Pendidikan (1st ed., Vol. 8). Jakarta: Rineka Cipta.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi. (4th ed., Vol. 18). Yogyakarta: Penerbit ANDI Yogyakarta.
Voon, J. P., Sing, N. K., & Agrawal, A. (2011). Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling | Request PDF. International Food and Agribusiness Management Association, 14(2).
Wei, S., Ang, T., Jancenelle, VE. (2018). Willingness to Pay More For Green Products: The Interplay of Customer Characteristics and Customer Participation. Journal of Retailing and Customer Services. 45:230–238. doi:10.1016/J.JRETCONSER.2018.08.015.
Wulandari, D., Roessali, W., & Budiraharjo, K. (2020). Willingness to pay of the native chicken eggs in urban supermarket: evidence from Semarang, Indonesia. Journal of Socioeconomics and Development, 3(2), 79–88. http://doi.org/10.31328/jsed.v3i2.1418