Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y
The COVID-19 pandemic has motivated many people to consume functional beverages to live a healthy life. One of the instances for functional beverages is fruit juice, which has higher economic value than only sold as an original fruit without any further processing....
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| Format: | Article |
| Language: | Indonesian |
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Politeknik Negeri Bali
2024-03-01
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| Series: | Jurnal Bisnis dan Kewirausahaan |
| Subjects: | |
| Online Access: | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1338/827 |
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| _version_ | 1832594044793913344 |
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| author | Adila Sosianika Rafiati Kania Fatya Alty Amalia |
| author_facet | Adila Sosianika Rafiati Kania Fatya Alty Amalia |
| author_sort | Adila Sosianika |
| collection | DOAJ |
| description | The COVID-19 pandemic has motivated many people to consume functional beverages to live a healthy life. One of the instances for functional beverages is fruit juice, which has higher economic value than only sold as an original fruit without any further processing. Despite people showing a higher interest in consuming fruit juice since the pandemic, they cannot entirely abandon their old preferences by consuming high-sugar sweet drinks. However, they can be at risk of chronic diseases in the future. Generation Y and Z are the consumer segments who still rarely consume functional beverages than older segments. They seem to fail to recognize the value of functional beverages. This study aims to pinpoint the Customer’s Value Proposition of Functional Beverages covering Products/Services, Gain Creators,and Pain Relievers that must fit the Customer Segments. To identify the value proposition, this study conducted in-depth interviews with 15customers of functional beverages. The findings claim thatyoung consumers consider functional beverages based on their nutritional content, taste, aroma, packaging, ease of consumption, branding, benefits, and price. Thus, based on the findings, functional beverage enterprises can create a better value-creation strategy for young customers. |
| format | Article |
| id | doaj-art-034526c920bc4cf39be317d62ce1a921 |
| institution | Kabale University |
| issn | 0216-9843 2580-5614 |
| language | Indonesian |
| publishDate | 2024-03-01 |
| publisher | Politeknik Negeri Bali |
| record_format | Article |
| series | Jurnal Bisnis dan Kewirausahaan |
| spelling | doaj-art-034526c920bc4cf39be317d62ce1a9212025-01-20T04:55:27ZindPoliteknik Negeri BaliJurnal Bisnis dan Kewirausahaan0216-98432580-56142024-03-01201162710.31940/jbk.v20i1.16-27Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan YAdila Sosianika0Rafiati Kania1Fatya Alty Amalia2Fakultas Manajemen Pemasaran, Politeknik Negeri Bandung, IndonesiaFakultas Manajemen Pemasaran, Politeknik Negeri Bandung, IndonesiaFakultas Manajemen Pemasaran, Politeknik Negeri Bandung, IndonesiaThe COVID-19 pandemic has motivated many people to consume functional beverages to live a healthy life. One of the instances for functional beverages is fruit juice, which has higher economic value than only sold as an original fruit without any further processing. Despite people showing a higher interest in consuming fruit juice since the pandemic, they cannot entirely abandon their old preferences by consuming high-sugar sweet drinks. However, they can be at risk of chronic diseases in the future. Generation Y and Z are the consumer segments who still rarely consume functional beverages than older segments. They seem to fail to recognize the value of functional beverages. This study aims to pinpoint the Customer’s Value Proposition of Functional Beverages covering Products/Services, Gain Creators,and Pain Relievers that must fit the Customer Segments. To identify the value proposition, this study conducted in-depth interviews with 15customers of functional beverages. The findings claim thatyoung consumers consider functional beverages based on their nutritional content, taste, aroma, packaging, ease of consumption, branding, benefits, and price. Thus, based on the findings, functional beverage enterprises can create a better value-creation strategy for young customers.https://ojs2.pnb.ac.id/index.php/JBK/article/view/1338/827functional beveragesgeneration zgeneration yvalue proposition canvasqualitative research |
| spellingShingle | Adila Sosianika Rafiati Kania Fatya Alty Amalia Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y Jurnal Bisnis dan Kewirausahaan functional beverages generation z generation y value proposition canvas qualitative research |
| title | Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y |
| title_full | Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y |
| title_fullStr | Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y |
| title_full_unstemmed | Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y |
| title_short | Pemodelan Kanvas Preposisi Nilai Produk Minuman Fungsional untuk segmen konsumen generasi Z dan Y |
| title_sort | pemodelan kanvas preposisi nilai produk minuman fungsional untuk segmen konsumen generasi z dan y |
| topic | functional beverages generation z generation y value proposition canvas qualitative research |
| url | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1338/827 |
| work_keys_str_mv | AT adilasosianika pemodelankanvaspreposisinilaiprodukminumanfungsionaluntuksegmenkonsumengenerasizdany AT rafiatikania pemodelankanvaspreposisinilaiprodukminumanfungsionaluntuksegmenkonsumengenerasizdany AT fatyaaltyamalia pemodelankanvaspreposisinilaiprodukminumanfungsionaluntuksegmenkonsumengenerasizdany |