Improvement Strategy for Vita Nas Pineapple Juice Based on Consumer’s Importance and Performance Level
Abstract
Background: Fan's Food is a production house that processes the product Vita Nas pineapple juice drink. Entrepreneurs feel that businesses that should be growing tend to stagnate. Purpose: This study aims to determine the attributes that need to be improved based on the level of satisfaction, importance, and suitability of consumers, and formulate an improvement strategy. Method: Data was collected by questionnaire involving 100 respondents selected through purposive sampling. Result: The results showed that Vita Nas pineapple juice drink needs to be improved on the attributes of product availability, sales and promotion through online media, sweet taste of fruit juice, and packaging label design. The proposed strategies include expanding the distribution network through cooperation with agents, participating in digital marketing training, developing more attractive promotional content, product innovation by presenting low-sugar variants and updating packaging design involving professional graphic designers. The combination of these strategies is expected to increase Vita Nas' market share and strengthen its position in the beverage industry.
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Tolstoy, D., Nordman, E. R. & Vu, U. (2022). The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs. International Business Review, 31, 101946.
Triwardhani, I. J., Alhamuddin, Adwiyah, R. & Putra, R. P. (2023). The use of social media in product marketing activities of micro, small and medium enterprises. International Journal of Productivity and Quality Management, 38, 123-141.
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Wichmann, J. R., Uppal, A., Sharma, A. & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39, 502-521.
Ahmed, S. & Rahman, M. H. 2015. The effects of marketing mix on consumer satisfaction: a literature review from Islamic perspectives. Turkish Journal of Islamic Economics, 2, 17-30.
Ahrholdt, D. C., Gudergan, S. P. & Ringle, C. M. 2019. Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of business research, 94, 18-27.
Alexandrescu, M.-B. & Milandru, M. 2018. Promotion as a form of Communication of the Marketing Strategy. Land Forces Academy Review, 23, 268-274.
Anam, C. 2015. Pengembangan usaha olahan lele di kabupaten boyolali. Jurnal Abdimas, 19, 25543.
Andrews, M., Luo, X., Fang, Z. & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78, 120-142.
Aritonang, L. R. (2005). Kepuasan Pelanggan, Edisi Pertama, Cetakan Pertama, Penerbit: PT. Gramedia Pustaka Utama, Jakarta.
Bi, J.-W., Liu, Y., Fan, Z.-P. & Zhang, J. (2019). Wisdom of crowds: Conducting importance-performance analysis (IPA) through online reviews. Tourism Management, 70, 460-478.
Blut, M., Teller, C. & Floh, A. (2018). Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of retailing, 94, 113-135.
Bo, L. & Stanley, L. (2018). Survey Sampling and Propensity Score Matching. The Wiley Handbook of Psychometric Testing: A Multidisciplinary Reference on Survey, Scale and Test Development, 95-
111.
Brubaker, P. J. & Wilson, C. (2018). Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships. Public relations review, 44, 342-352.
Dian, T. M. & Sucipto, S. (2021). Quality improvement of honey product using quality function deployment (QFD) method. Industria: Jurnal Teknologi dan Manajemen Agroindustri, 10, 260-273.
Firrezqi, W. A. (2021). Analisis Penjualan Produk Baru Di Media Sosial Instagram Untuk Meningkatkan Minat Beli Konsumen. Analisis Penjualan Produk Baru Di Media Sosial Instagram Untuk Meningkatkan Minat Beli Konsumen, 3, 1-12.
Freddy, R. (2018). Measuring Customer Satisfaction Teknik Mengukur Strategi Meningkatkan Kepuasan Pelanggan, Gramedia Pustaka Utama.
Gadde, L.-E. (2014). Distribution network dynamics and the consequences for intermediaries. Industrial Marketing Management, 43, 622-629.
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M. & Alam, S. S. (2023). Impact of E-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability, 15, 1594.
Gunawan, A. A. & Sunardi, H. (2016). Pengaruh kompensasi dan disiplin kerja terhadap kinerja karyawan pada pt gesit nusa tangguh. Ilmiah Manajemen Bisnis.
Hayes, B. E. (2008). Measuring customer satisfaction and loyalty: survey design, use, and statistical analysis methods, Quality Press.
Homburg, C., Schwemmle, M. & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of marketing, 79, 41-56.
Hsiao, L. & Chen, Y. J. (2014). Strategic motive for introducing internet channels in a supply chain. Production and Operations Management, 23, 36-47.
Izzuddin, A., Santoso, B. & Moulinda, T. (2021). Strategi Pemasaran Syariah Produk Kuliner Bumdes. Jurnal Manajemen Dan Bisnis Indonesia, 7, 25-33.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review paper). International journal of information, business and management, 6, 95.
Kotler, P., Burton, S., Deans, K., Brown, L. & Armstrong, G. (2015). Marketing, Pearson Higher Education AU.
Kumar, A. & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46, 247-263.
Kumar, N. & Kapoor, S. (2017). Do labels influence purchase decisions of food products? Study of young consumers of an emerging market. British Food Journal, 119, 218-229.
Liu, P. & Tse, E. C.-Y. (2018). Exploring factors on customers’ restaurant choice: an analysis of restaurant attributes. British Food Journal, 120, 2289-2303.
Ma’rifat, T. N., Suwondo, E. & Kristanti, N. E. (2018). Analisis Tingkat Kepuasan Wisatawan Terhadap Sarana Wisata Untuk Perancangan Strategi Pemasaran Pantai Kuwaru Kabupaten Bantul DI Yogyakarta. Agroindustrial Technology Journal, 2, 65-69.
Meijer, G. W., Detzel, P., Grunert, K. G., Robert, M.-C. & Stancu, V. (2021). Towards effective labelling of foods. An international perspective on safety and nutrition. Trends in Food Science & Technology, 118, 45-56.
Mela, E., Prihananto, V. & Raharjaningtyas, A. S. (2021). Atribut Prioritas Untuk Perbaikan Mutu Produk Koktail Carica CV XYZ Berdasarkan Tingkat Kepuasan Dan Kepentingan Konsumen. Agrin, 24, 137-147.
Mela, E., Wijonarko, G. & Choirunisa, D. (2020). Strategi Pengembangan untuk UKM Abon Ayam Cap Jago di Purwokerto. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 15, 40-47.
Müller, P. & Schmid, M. (2019). Intelligent Packaging in the Food Sector: A Brief Overview. Foods, 8, 16.
Phadermrod, B., Crowder, R. M. & Wills, G. B. (2019). Importance-performance analysis based SWOT analysis. International journal of information management, 44, 194-203.
Puthussery, A. (2020). Digital marketing: an overview.
Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal, 118, 2491-2511.
Setiyanto, B., Widiantoro, C. W., Wahyuningsih, P. & Achyani, Y. E. (2022). Edukasi Pemanfaatan Aplikasi Marketplace Dalam Menunjang Kegiatan Pemasaran Pelaku UMKM Pada Rumah BUMN Purbalingga. TRIDARMA: Pengabdian Kepada Masyarakat (PkM), 5, 1-9.
Slater, S. F., Mohr, J. J. & Sengupta, S. (2014). Radical product innovation capability: Literature review, synthesis, and illustrative research propositions. Journal of product innovation management, 31, 552-566.
Srinita, S. & Saputra, J. (2023). Investigating the resilience of micro, small and medium enterprises in entering the digital market us-ing social media: Evidence from Aceh province, Indonesia. International Journal of Data and Network Science, 7, 2041-2052.
Suci, A., Maryanti, S., Hardi, H. & Sudiar, N. (2022). Willingness to pay for traditional ready-to-eat food packaging: examining the interplay between shape, font and slogan. Asia Pacific Journal of Marketing and Logistics, 34, 1614-1633.
Sugiyono, P. (2019). Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&d dan Penelitian Pendidikan). Metode Penelitian Pendidikan, 67.
Supranto, J. (2011). Pengukuran tingkat kepuasan pelanggan: untuk menaikkan pangsa pasar/oleh J. Supranto.
Tadajewski, M. (2016). Relevance, responsibility, critical performativity, testimony and positive marketing: Contributing to marketing theory, thought and practice. Journal of marketing management, 32, 1513-1536.
Tatik, T. & Setiawan, D. (2024). Does social media marketing important for MSMEs performance in Indonesia? Asia Pacific Journal of Marketing and Logistics.
Temple, N. J. & Fraser, J. (2014). Food labels: a critical assessment. Nutrition, 30, 257-260.
Tolstoy, D., Nordman, E. R. & Vu, U. (2022). The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs. International Business Review, 31, 101946.
Triwardhani, I. J., Alhamuddin, Adwiyah, R. & Putra, R. P. (2023). The use of social media in product marketing activities of micro, small and medium enterprises. International Journal of Productivity and Quality Management, 38, 123-141.
Tsimonis, G. & Dimitriadis, S. (2014). Brand strategies in social media. Marketing intelligence & planning, 32, 328-344.
Wichmann, J. R., Uppal, A., Sharma, A. & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39, 502-521.
Published
2026-06-10
How to Cite
MELA, Ervina et al.
Improvement Strategy for Vita Nas Pineapple Juice Based on Consumer’s Importance and Performance Level.
Indonesian Journal of Food Technology, [S.l.], v. 5, n. 1, p. 14-37, june 2026.
ISSN 2962-6641.
Available at: <https://jos.unsoed.ac.id/index.php/ijft/article/view/18052>. Date accessed: 24 june 2026.
doi: https://doi.org/10.20884/1.ijft.2026.5.1.18052.
Section
Articles
