Survei Pasar terhadap Produk Solight Lampu Tenaga Surya Ramah Lingkungan

Abstract

Survei pasar adalah metode penelitian untuk mengumpulkan informasi mengenai preferensi, kebutuhan, dan perilaku konsumen terhadap suatu produk atau layanan. Dalam survei ini, pengambilan sampel dilakukan untuk memastikan keterwakilan populasi, sehingga hasil penelitian mencerminkan kondisi pasar secara keseluruhan. Sampel digunakan sebagai representasi data yang mencerminkan ciri-ciri populasi secara keseluruhan. Dalam survei pasar digunakan dua tipe kuesioner, yakni kuesioner terbuka dan tertutup. Dari pelaksanaan kuesioner terbuka tersebut diperoleh hasil berupa modus yaitu warna lampu putih, bahan tiang pipa, warna tiang putih, tinggi tiang 120 cm, daya lampu 35 watt, posisi panel surya dibawah tiang, bentuk casing balok, fitur tambahan 1 remote control kecil dan bisa digantung, fitur tambahan 2 wadah aroma terapi, dan fitur tambahan 3 pelindung panel surya dari plastik. Hasil kuesioner tertutup menunjukkan bahwa aspek kinerja, harapan, dan perbandingan dengan pesaing valid serta reliabel dengan nilai r_hitung > r_tabel (0,3160). Berdasarkan analisis importance diagram, produk Solight berada di Kuadran B, yang menunjukkan tingkat utilitas dan performansi tinggi serta kepuasan konsumen yang baik. Sementara itu, pesaing 1 dan 3 berada di Kuadran C dengan tingkat utilitas dan performansi rendah, sedangkan pesaing 2 juga berada di Kuadran B, menandakan performa yang setara dengan Solight.

Market survey is a research method to collect information regarding consumer preferences, needs, and behavior toward a product or service. In this survey, sampling is conducted to ensure the representation of the population, so that the research results reflect overall market conditions. The sample is used as a representation of data that reflects the characteristics of the population as a whole. In the market survey, two types of questionnaires are used, namely open-ended and closed-ended questionnaires. From the implementation of the open-ended questionnaire, the resulting mode includes white lamp color, pipe pole material, white pole color, 120 cm pole height, 35-watt lamp power, solar panel position under the pole, block-shaped casing, additional feature 1 small remote control and can be hung, additional feature 2 aromatherapy container, and additional feature 3 solar panel protector made of plastic. The results of the closed-ended questionnaire show that aspects of performance, expectations, and comparison with competitors are valid and reliable with r count > r table (0.3160). Based on importance diagram analysis, Solight product is in Quadrant B, which shows high utility and performance levels as well as good consumer satisfaction. Meanwhile, competitors 1 and 3 are in Quadrant C with low utility and performance levels, while competitor 2 is also in Quadrant B, indicating performance equal to Solight.