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1.

Demographic Breakdown

- Occupation : The majority of respondents are students, with some


professionals.

- Gender : There is a balanced representation of male and female


respondents.

- Age : Most respondents are under 30 years old.

2. Product Enjoyment

- Preference for Sambal Cumi: Most respondents enjoy sambal cumi, citing
reasons such as:

- Unique texture

- Spicy and savory flavors

- Aroma that enhances the dining experience

3. Consumption Context

- Common Pairings: Sambal cumi is typically enjoyed with:

- White rice

- Fried chicken

- Various vegetables

4. Information Sources

- Recommendations : Social media (especially TikTok, Instagram, Twitter) and


e-commerce sites are the primary sources for recommendations.

5. Concerns When Purchasing

- Quality Concerns**: Respondents express concerns about:

- Freshness and quality of the squid

- Spiciness levels not matching their preferences


- Authenticity of flavors

6. Expectations

- Desired Features :

- Authentic taste

- High-quality ingredients

- Options for customizing spiciness

7. Perceived Benefits

- Many respondents believe sambal cumi enhances their appetite and


provides a unique taste experience, emphasizing its role in meal enjoyment.

8. Willingness to Purchase

- Bundled Product: There is a strong interest in purchasing sambal cumi in


bundle offers.

- Promotional Offers: Many are open to buying products if accompanied by


attractive vouchers or discounts.

9. Response to Marketing

- Effective Content Types: Engaging video content, especially those that


evoke emotion or provide educational insights, are favored by respondents.

10. Preferred Content on Social Media

- Types of Content: Respondents prefer:

- Educational posts about the product

- Entertaining content (comedy or relatable experiences)

- Inspiring cooking videos or visually appealing food images


Key Insights and Recommendations

1. Marketing Strategy:

- Utilize social media platforms to create engaging content that highlights


the unique qualities of sambal cumi.

- Consider influencer partnerships to reach younger audiences effectively.

2. Product Development:

- Introduce customizable options for spice levels to cater to diverse


consumer preferences.

- Develop bundle packages that include complementary products to


increase perceived value.

3. Consumer Engagement:

- Host interactive events or tastings in popular student areas to build brand


loyalty and gather real-time feedback.

4. Focus on Quality:

- Ensure high standards for product quality, particularly regarding the


freshness and sourcing of ingredients.

5. Promotional Strategies:

- Create attractive promotional campaigns that leverage discounts and


bundle offers to motivate purchases.

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