Hidayati, Vani Nor and , Siti Aisyah, S.E., M.Si (2025) Persepsi Konsumen Terhadap Teh Daun Kelor 'Keloruma' Sebagai Inovasi Mahasiswa Wirausaha Merdeka dalam Pengembangan Produk Herbal Lokal. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study focuses on the development of local herbal products in the form of "Keloruma" moringa leaf tea as a result of student innovation in the Independent Entrepreneurship program. The purpose of this study was to determine consumer perceptions and responses to the "Keloruma" moringa leaf tea product in terms of taste, price, packaging, and perceived health benefits. The research method used was a descriptive qualitative approach with data collection techniques through semi-structured interviews with five consumers who had consumed the product. The results showed that consumers gave generally positive responses to the Keloruma product, especially in terms of affordable prices and health benefits such as a fresher body and more stable blood pressure. However, several suggestions for improvement were submitted by consumers, such as adding flavor variants and improving the packaging design to make it more attractive and informative. These findings indicate that the innovation of the moringa leaf tea product has great potential to be further developed as a functional product based on local herbs.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | moringa leaf tea, Keloruma, Independent Entrepreneurship, consumer perception, herbal product innovation. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic Development H Social Sciences > HD Management, Business and Labor > Enterpreneurship H Social Sciences > HD Management, Business and Labor > Market Place/Business Online |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Ekonomi Pembangunan |
| Depositing User: | VANI NOR HIDAYATI |
| Date Deposited: | 14 Jun 2025 02:55 |
| Last Modified: | 13 Sep 2025 01:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/135357 |
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