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Bukan Hanya Hemat Listrik, Ini Pertimbangan Konsumen Indonesia Saat Memilih Merek AC | Databoks Home Bukan Hanya Hemat Listrik, Ini Pertimbangan Konsumen Indonesia Saat Memilih Merek AC Bukan Hanya Hemat Listrik, Ini Pertimbangan Konsumen Indonesia Saat Memilih Merek AC Faktor Pertimbangan Konsumen Indonesia dalam Memilih Merek Air Conditioner/AC (Februari 2023) Sumber : Kurious, Katadata Insight Center (KIC), 2 Maret 2023
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Penulis: Cindy Mutia Annur
Editor: Padjar Iswara
8/3/2023, 13.22 WIB
Ada beragam pertimbangan konsumen Indonesia dalam memilih merek air conditioner (AC) atau pendingin ruangan yang akan dibeli. Tak hanya hemat listrik, ada sejumlah faktor pertimbangan lainnya seperti reputasi merek, kualitas, hingga promosi.
Berdasarkan hasil survei Kurious dari Katadata Insight Center (KIC), pertimbangan utama bagi konsumen Indonesia dalam memilih AC adalah memiliki kualitas atau performa produk yang lebih baik dibandingkan merek lainnya. Persentasenya mencapai 65,4%.
Selanjutnya, memiliki harga terjangkau menjadi pertimbangan konsumen dalam memilih AC, yaitu sebesar 60,5%. Lalu, diikuti oleh pertimbangan memiliki reputasi merek terpercaya (47,2%), hemat listrik (44,8%), merek awet digunakan bertahun-tahun (42%), dan memiliki layanan purna jual yang baik (33,3%).
Ada pula konsumen yang mempertimbangkan memilih merek AC karena memiliki fitur penyaring udara kotor/kuman/bakteri/jamur (31,5%). Pertimbangan paling sedikit yakni produk banyak digunakan orang lain (29,6%) dan banyak promo pembelian (29%).
Survei itu juga menemukan bahwa rerata warga Indonesia memilih AC dengan daya listrik rendah. Mayoritas atau sebanyak 46% responden memilih menggunakan AC dengan daya listrik 400 watt/ 1/2 paard kracht (PK). Lalu, sebanyak 30,9% responden memilih menggunakan AC dengan daya listrik 840 watt/ 1 PK.
Adapun responden yang menggunakan AC dengan daya listrik tinggi cukup sedikit di Indonesia. Pengguna AC dengan daya listrik 1.920 watt/ 2 PK hanya 5,2%, sedangkan 2.570 watt/ 2,5 PK 2,2%.
Survei itu juga menemukan bahwa mayoritas konsumen Indonesia menggunakan AC dengan merek asal Korea Selatan dan Jepang. Di antaranya LG (Korea Selatan) 34,3%, Sharp (Jepang) 26,2%, Samsung (Korea Selatan) 21,9% dan Panasonic (Jepang) 21,9%.
Kurious-KIC mensurvei 884 orang yang tersebar di berbagai wilayah Indonesia, dengan proporsi responden laki-laki 51,7% dan perempuan 48,3%.
Lebih dari separuh responden berada di Pulau Jawa selain Jakarta (62,9%), kemudian di Jakarta (14,3%), dan Sumatera (12,4%). Kemudian, responden dari Sulawesi, Kalimantan, Bali, Nusa Tenggara, Maluku, dan Papua proporsinya lebih kecil (antara 0,6% - 4,6%).
Sebagian besar responden berusia antara 35-44 tahun (31,2%), diikuti kelompok 25-34 tahun (29,2%) dan kelompok 45-54 tahun (21,4%).
Survei dilakukan pada 22 Februari - 2 Maret 2023 menggunakan metode computer-assisted web interviewing (CAWI), dengan toleransi kesalahan sekitar 3,29% dan tingkat kepercayaan 95%. Laporan lengkapnya dapat dilihat dan diunduh di tautan ini.
(Baca: Awas Tagihan Membengkak, Berapa Rerata Daya Listrik AC yang Digunakan Warga Indonesia? )
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