Program Studi Manajemen Industri 2026

Mahasiswa: Rendi Julian Panjaitan, Stefanus Lintang Magus

Pembimbing: Martin Thomas Sadnoko Adi P, M.T.

ABSTRAK/ABSTRACT

Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap atribut harga dan kualitas Sakura Filter dibandingkan merek pesaing serta menentukan posisi kompetitif Sakura Filter pada pasar aftermarket kendaraan bus menggunakan metode perceptual mapping. Penelitian dilakukan melalui observasi di pool bus, bengkel bus, toko sparepart bus, dan terminal bus, serta wawancara dengan mekanik, supir bus, dan pemilik toko sparepart. Pengumpulan data dilakukan menggunakan kuesioner yang disebarkan kepada 45 responden. Atribut yang digunakan dalam penelitian meliputi harga, umur pakai, kemudahan instalasi, dan ketersediaan barang. Data yang diperoleh kemudian diolah menggunakan metode perceptual mapping untuk menggambarkan posisi masing-masing merek berdasarkan persepsi responden.

Hasil penelitian menunjukkan bahwa Sakura Filter memperoleh persepsi yang lebih baik dibandingkan merek pesaing pada atribut harga dan kualitas. Sebanyak 91,11% responden pernah menggunakan Sakura Filter dan 51,11% responden menggunakan atau menjual Sakura Filter sebagai merek utama. Pada analisis atribut kualitas, Sakura memperoleh skor tertinggi sebesar 58%, sedangkan pada atribut harga memperoleh skor tertinggi sebesar 32. Hasil perceptual mapping menunjukkan bahwa Sakura Filter menempati posisi yang lebih unggul dibandingkan merek pesaing dan berada pada kuadran harga tinggi dan kualitas tinggi. Selain itu, Hino menjadi kompetitor terdekat berdasarkan persepsi responden terhadap atribut yang diteliti. Berdasarkan hasil penelitian dapat disimpulkan bahwa Sakura Filter memiliki market positioning yang kuat pada pasar aftermarket kendaraan bus dan dipersepsikan memiliki kualitas yang baik serta nilai yang sesuai dengan kebutuhan konsumen.

Kata Kunci: Market Positioning, Perceptual Mapping, Sakura Filter, Fuel Filter

This study aims to analyze consumer perceptions of Sakura Filter in terms of price and quality attributes compared with competing brands and to determine its competitive position in the bus vehicle aftermarket using the perceptual mapping method. The research was conducted through observations at bus depots, repair workshops, spare-part stores, and bus terminals, as well as interviews with mechanics, bus drivers, and spare-part store owners. Data were collected through questionnaires distributed to 45 respondents. The attributes evaluated in this study included price, lifetime, ease of installation, and product availability. The collected data were then analyzed using the perceptual mapping method to illustrate the position of each brand based on respondents’ perceptions.

The results indicate that Sakura Filter received more favorable evaluations than competing brands in both price and quality attributes. A total of 91.11% of respondents had previously used Sakura Filter, while 51.11% identified it as the brand they used or sold most frequently. Sakura achieved the highest quality score of 58% and the highest price attribute score of 32. The perceptual mapping analysis shows that Sakura Filter occupies a stronger position than competing brands and is located in the high-price and high-quality quadrant. In addition, Hino was identified as the closest competitor based on respondents’ perceptions of the evaluated attributes. The study concludes that Sakura Filter has a strong market position in the bus vehicle aftermarket and is perceived as a product that offers good quality and value in meeting consumer needs.

Keywords: Market Positioning, Perceptual Mapping, Sakura Filter, Fuel Filter, Bus

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