Evaluasi Produk Multivitamin Baru Berdasarkan Penilaian Responden
Keywords:biplot analysis, MANOVA, product
In order to lead in the market, companies should have an innovation product. Before the innovation product lauch to the market, the marketing research should be done. The goal of the reasearch is to determine whether the new product is accepted or rejected in the market. This study was to identify the characteristics of the new product based on organoleptic point of view and performance the three type of new multivitamin products based on location and social economic classes (SEC) of respondents. MANOVA and biplot analysis were used in this research. Based on MANOVA, there were differences on the organoleptic point of view of respondents among three type of new multivitamin products. The three products had differences on the assessment of aroma, sour taste, and sour after taste. In addtion with biplot analysis, it was concluded that each product had different location for sale and the target of respondents based on sosial economic classes. According to respondents, product A was too sweet taste and too sour after taste in the mouth compared to others. This product was preferred by respondents who reside in South Jakarta with social economic classes (SEC) A2 and C1. Unlike product A, product B was too hard with a bit of bitter after taste in the mouth. This product was relatively preferred by respondents in various residential with social economic classes (SEC) B. Product C was strong aroma with smooth texture and more bitter taste than others. This product was preferred by respondents who reside in North Jakarta and Depok with social economic classes (SEC) A1. Overall, product B was preferred by respondents compared to other products.