ANALISA DAYA SAING PRODUK TEH CELUP WALINI

(Suatu Kasus di Industri Hilir Teh Cibiru PT. Perkebunan Nusantara VIII)

Abstract

The tea commodity in Indonesia plays an important role because it is able to create employment opportunities and employment for the community, besides that tea also acts as a source of foreign exchange earnings. Walini Teabag is one of the products that are among the people of Indonesia which is known as a healthy tea. The purpose of this study was to determine the level of competitiveness of Walini Tea bag products to achieve the goals of the Cibiru Tea Downstream Industry of PT Perkebunan Nusantara VIII. The research method used is a case study. The data collected consisted of primary data and secondary data which were analyzed descriptively. The results showed that the product competitiveness analysis reached a score of 2.50 which illustrates that product competitiveness is moderate. The highest determining factor of competitiveness is product quality with a value of 0.93 while the lowest determining factor of competitiveness is product price with a value of 0.23. To maintain product consistency and existence in industrial competition, it is necessary to conduct a customer satisfaction survey, analyze competitors through market intelligence, and provide detailed product information related to the quality of the products provided and the price offered is comparable.