Pengembangan Produk AM-Brella (All Mommy’s Umbrella) Menggunakan Metode Survei Pasar

Abstract

Survei pasar dilakukan agar AM-Brella sesuai dengan kebutuhan dan ekspektasi konsumen. Penelitian melibatkan 37 responden menggunakan metode Slovin pada taraf kesalahan 5%. Data dikumpulkan melalui kuesioner terbuka dan tertutup untuk mengetahui preferensi konsumen serta membandingkan AM-Brella dengan tiga produk pesaing. Target pasar produk adalah wanita berusia 20–50 tahun dengan kelas sosial menengah ke atas di Kota Medan dan Binjai. Pengujian validitas menggunakan teknik Product Moment. Hasil pengujian menunjukkan seluruh atribut validdengan nilai r_hitung sebesar 0,4181–0,5711, sedangkan uji reliabilitas Alpha Cronbach menunjukkan hasil reliabel Hasil Importance Performance Analysis (IPA) menunjukkan bahwa AM-Brella berada pada kuadran II. Artinya, produk berkinerja baik, sehingga perlu dipertahankan. Produk pesaing 1, 2, dan 3 berada pada kuadran low priority. Pemetaan atribut menunjukkan warna produk berada pada kuadran II, sementara jumlah panel surya, pemanfaatan energi, dan pencahayaan berada pada kuadran III. Atribut desain, bahan kerangka, kapasitas daya baterai, diameter produk, bahan anti-UV, dan jumlah lipatan berada pada kuadran IV.

Market survey is conducted to ensure that a product meets public expectations. The study involved 40 respondents, with 37 final samples using the Slovin method at a 5% error rate. Data were collected through open-ended questionnaires to identify consumer preferences and closed-ended questionnaires to compare AM-Brella with three competing products. The target market consisted of women aged 20–50 years from middle to upper social classes in Medan and Binjai. The validity test using the Product Moment technique showed that all attributes were valid.    values range from 0.4181 to 0.5711. Reliability testing using the Cronbach’s Alpha method also indicated acceptable results. The Importance Performance Analysis (IPA) results showed that AM-Brella was coordinated in Quadrant II, indicating that the product performs well on attributes considered important by consumers and therefore should be maintained. Meanwhile, competitor products I, II, and III were positioned in Quadrant III, indicating low-priority attributes. Attribute mapping showed that product color was located in Quadrant II, while the number of solar panels, energy utilization, and lighting features were located in Quadrant III. Attributes including design, frame material, battery capacity, product diameter, anti-UV material, and number of folds were positioned in Quadrant IV.