STUDI PENDAHULUAN: EVALUASI PRODUK IKAN ASAP DI KAWASAN WISATA PANTAI PRIGI KABUPATEN TRENGGALEK DENGAN METODE GAP ANALYSIS

Arief Rahmawan, Tian Nur Ma’rifat, Ainu Rahmi

Abstract


Usaha kecil dan menengah (UKM) yang bergerak di bidang makanan telah memberikan kontribusi terhadap perekonomian nasional. Karena wabah Covid-19, banyak UKM produk perikanan yang terkena dampak negatif dari aturan pembatasan pengunjung di tempat wisata pantai. Untuk meningkatkan kualitas produk, layanan dan untuk mendapatkan pangsa pasar yang lebih tinggi, dilakukan gap analysis sebagai studi awal kesiapan produk perikanan untuk penjualan melalui e-commerce. Tujuan dari penelitian ini adalah untuk mengetahui variabel apa saja yang harus ditingkatkan untuk mendapatkan kepuasan pelanggan dari segi karakteristik produk dan layanan. Alat penelitian menggunakan kuesioner online dengan google form yang terdiri dari 17 variabel sebagai karakteristik produk ikan asap. Jumlah responden yang terkumpul adalah 125 orang untuk menilai ikan asap yang diproduksi oleh masyarakat lokal di Kecamatan Watulimo, Trenggalek, Jawa Timur, Indonesia. Hasil dari penelitian ini menunjukkan nilai kinerja produk berdasarkan persepsi pelanggan pada semua variabel menunjukkan nilai negatif. Tiga besar nilai negatif tertinggi meliputi ketersediaan produk (-0,528), kemasan aman (-0,36) dan daya tahan produk (-0,328). Dapat disimpulkan bahwa faktor ketersediaan produk, keamanan kemasan dan daya tahan menjadi prioritas yang perlu ditingkatkan oleh produsen.

 Small and medium enterprises (SME) running in food business have contributed to national’s economy. Because of Covid-19 outbreak, many fisheries product SMEs has been negatively influenced by the rules of visitor’s restriction in coastal recreational areas. To improve their product quality as well as its services to gain higher market share, gap analysis is conducted as the preliminary study of the fisheries products readiness for e-commerce selling. The aim of this study is to determine what variables shall be improved to gain customer satisfaction in terms of product characteristics and services. Research tools utilize online questionnaire with Google Form and consist of 17 variables as the smoked fish product characteristics. The number of respondents accumulated is 125 people to assess smoked fish that produced by local communities in Prigi, Jawa Timur, Indonesia. As a result, the value of customer performances in all variables indicated negative values. The top three highest negative value encompass product availability (-0.528), safe packaging (-0.36) and product durability (-0.328). It can be concluded that all those product characteristics need to be improved.


Keywords


Covid-19, Consumer Perception, Fisheries, Performance, Product Quality

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