Marketing Research Of Marsilea crenata C. Presl. Leaves Powder Drink Products Using Organoleptic Test And SWOT Analysis

Abstract

Background: Marketing research is needed for a new product before the commercialization stage. For instance, an herbal powder drink product with neuroprotective properties was extracted from Marsilea crenata C. Presl leaves. This research aims to find out the hedonic assessment and hedonic quality of products between orange flavor (A) and apple flavor (B), then to obtain a good marketing strategy through the SWOT analysis method. Methods: The quantitative descriptive observation using the purposive sampling technique was used by involving 100 people (aged 25 years and over) living in Malang City. The results of the hedonic test using Wilcoxon showed A variation with a mean value ranging from 2.58 to 3.14 and B variation in the range of 3.02 to 3.39. In the hedonic quality test of these two variations, it had an almost similar quality. Results: The results of the SWOT analysis obtained an IFAS value of 0.610 and an EFAS value of 0.503. From these results, quadrant I obtained, which supports aggressive marketing strategy policies. From the results of the organoleptic test assessment, it can be proven that both product variations are acceptable to the panelists. The marketing strategy of Marsilea crenata C. Presl leaves extract powder is categorized in quadrant I, which means a condition that supports aggressive growth policies. Conclusion: From the results of the organoleptic test assessment, it can be proven that both product variations are acceptable to the panelists. The marketing strategy of M. crenata leaves extract powder is categorized in quadrant I, which means a condition that supports aggressive growth policies.