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Marketing Research Efforts to Develop Products of Kerupuk Sanjai Bumbu Rendang

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Marketing Research Efforts to Develop Products of Kerupuk Sanjai Bumbu Rendang THE JOURNAL GASTRONOMY TOURISM Volume 5 Nomor 2, Juni 2019, 70-79 Tersedia daring di: https://ejournal.upi.edu/index.php/gastur Marketing Research Efforts To Develop Products of Kerupuk Sanjai Bumbu Rendang Risya Ladiva Bridha1, Eeng Ahman1, Woro Priatini1 1Indonesia University of Education, Jl. Dr. Setiabudhi No. 229, Bandung 40154, Indonesia * Corresponding Author. E-mail: [email protected] (Risya Ladiva Bridha) ABSTRACT West Sumatra is a province that has a food characteristic of the region that is already known to the public, namely karupuak sanjai and rendang. Rendang with taste spicy and savory when paired with karupuak Sanjai the bargain, will surely give a new flavor to this historic food. Therefore, they invented a new product development of existing karupuak sanjai as souvenirs of West Sumatra is karupuak Sanjai bumbu rendang. Then karupuak Sanjai bumbu rendang will in consumer acceptance test, whether this new product can be accepted in the market or not. The method in this research using quantitative methods with experimental approaches and hedonic organoleptic test, test consumer acceptance, and his DKBM nutritional analysis. This study states that the product karupuak Sanjai rendang selected seasoning weighing 40 grams, the selected products compared with control products with significantly different results, karupuak Sanjai rendang seasoning has a higher nutritional value than at karupuak sanjai balado; karupuak sanjai bumbu rendang can be accepted by the community as the development of new products from previous karupuak sanjai. Keywords: Marketing research; Product development; Karupuak Sanjai Bumbu Rendang First Received: April 2019 Revised: Mei 2019 Accepted: Mei 2019 Final Proof Received: Juni 2019 Published: Juni 2019 70 Risya Ladiva Bridha The Journal Gastronomy Tourism Volume 5 Nomor 2 1. Introduction popular as souvenirs for the typical town of Indonesia is currently inundated with Bukitinggi, Padang, West Sumatra. Sanjai the arrival of foreign nationals who are on crackers that are given balado seasoning are vacation or doing a job in Indonesia. The called karupuak balado. foreign nationals were impressed and really Sanjai and rendang are both typical enjoyed the wealth in Indonesia. Wealth in foods from the Minang realm. Rendang Indonesia that has existed from ancient spicy and savory flavors when combined times is now revived by its citizens. The aim with fresh Sanjai crackers, will surely give a is to make the outside world more aware that new taste to this historic food. To add there are still many natural, cultural and variety to the Sanjai cracker flavors, the culinary tourism possessed by the State of rendang sanjai crackers are made. With the Indonesia. One example is the Province of new variations of Sanjai, it is hoped that it West Sumatra (West Sumatra), which has its can increase the level of consumers who capital city in Padang. This province enjoy sanjai. Receiving power from strongly maintains the cultural values of the consumers is needed to make a new product. Minangkabau tradition which is reflected in Before the product is released, the product the building which has the characteristics of will be tested in appearance and taste first. a gadang house. "The city is located along Sensory assessment is also called the coast. Because this is the capital, all organoleptic assessment or sensory major government buildings here were built assessment is the most primitive method of with Minangkabau characteristics that must evaluation. The application of organoleptic be maintained, namely the roof of assessment in practice is called organoleptic Bagonjong "(Suri, 2012, p.62). In the past, testing carried out by certain procedures all buildings in this province were built (Susiwi, 2009, p. 2). Setyaningsih (2010, p. using roofs like buffalo horns. 4) said, the purpose of sensory analysis is to The natural and cultural wealth of the find out the response or impression obtained Minangkabau is complemented by the by the human senses to a stimulus which is delicacy of its signature foods. Every city, produced by a product. Sensory analysis is region, district and municipality in West generally used to answer questions about the Sumatra has its own special food. Of the quality of a product and questions related to many historic foods in West Sumatra, there differentiation, description, and liking or is one food that the whole world already acceptance (affection). Therefore in advance knows and recognizes that food is the to carry out organoleptic tests on these tastiest food in the world, the food is products. Marketing research is needed to rendang. Suri (2012, p. 14) states that determine market opportunities to sell a because of the popularity of rendang, this product. Rangkuti (2007, p. 1) said, the dish has entered the daily menu for people results of marketing research can be used to from other regions. In Tegal stall we can formulate marketing strategies in seizing also find this food. Even with some market opportunities. seasoning adjustments to get it in the tongue. The formulations of the problem that In addition to rendang, there is also a are designed by the author include: What is special food from Minang which is always a the standard recipe (formula) of sanjai souvenir when visiting West Sumater, cracker products in West Sumatra rendang namely Sanjai crackers. As released by seasoning? How is the community's Antaranews.com (2010) revealed, Sanjai acceptance of the innovation of new crackers are a kind of cracker snacks from products in Sanjai crackers in West Sumatra thinly grated cassava then fried and given Rendang? salt as a flavoring. These crackers are very 71 Risya Ladiva Bridha The Journal Gastronomy Tourism Volume 5 Nomor 2 The purposes of this study are as equivalent performance at lower price follows: To find out the standard recipe for levels. Although not classified as really making sanjai crackers with rendang 'new' from a marketing perspective, this type seasoning and To find out how the power can have an impact on the company's received from the community of this Sanjai production process and competitiveness. Rendang product. 2.2. New Product Development Process: Sequential Model 2. Literature Review Most companies have formal systems 2.1. New Product Concept and processes for managing new product development programs. In general, these According to Tjiptono (2008, p. 395), processes have similarities in terms of 6 the concept of a "new" product can be main stages consisting of: (1) the emergence explored from two perspectives, namely (1) of ideas (idea generation) The process of new to market which means that no developing new products begins with the company has produced or marketed the search for ideas. New product ideas can product before and / or (2) new to the come from a number of sources, such as company concerned (new to the firm), research and development departments, meaning that other companies have consumers, scientists, competitors, marketed the product but the company has employees (especially salespeople), not yet marketed it. Thus, the term 'new' here members of distribution channels contains a relative meaning (a matter of (distributors), and top management; (2) degree). Broadly speaking, new product screening, The idea screening stage consists development activities can produce 6 types of a number of activities designed to of new products: (1) New-to-the-world evaluate new product concepts. products, products that create an entirely Consequently, there will be many new new market and form a new product life concepts eliminated in this stage; (3) product cycle, (2) New product lines, which are new development, Interesting ideas must be products for the company, but launched for refined into product concepts that can be existing markets. New product lines are tested. There is a difference between product estimated to cover around 20% of the total ideas, product concepts, and product new product introductions, (3) Line images. The so-called product ideas are extension, which is a new product that products that the company might offer to the allows companies to expand the market market. The product concept is a more served by offering different benefits. It is detailed version of an idea expressed in estimated that line expansion accounts for terms / forms / forms that are understood by around 26% of total new product consumers, while the product image is a introductions, (4) Improvement of existing special description obtained by consumers products, which are products that are usually about products that are still potential or that designed to replace existing product are already actual.; (4) product / market offerings. It is estimated that this new testing, The purpose of this stage is to: (1) product type covers around 26% of the total provide a more detailed assessment of the introduction of new products. The attack can chances of success for a new product, (2) be in the form of higher performance or identify the final adjustments needed for the perceived value, (5) Repositioning, namely product, and (3) establish important technical development that allows a product elements in the marketing program that will to offer new applications and serve new be used to introduce the product in the needs, and (6) Cost reductions, i.e. versions market; (5) business analysis, The purpose of existing products that can provide of business analysis is to get the most 72 Risya Ladiva Bridha The Journal Gastronomy Tourism Volume 5 Nomor 2 comprehensive picture possible of the of coconut. On the second day then put the financial impact that can be obtained from pieces of meat. Cook it using a furnace. introducing a new product; and (6) The equipment used for cooking commercialization, The commercialization rendang, namely: stage involves planning and implementing a a. Frying Spatula new product launching strategy to the Made of stainless steel or other metals, market. it is used to turn or stir food when fried or 2.3.
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