UNIVERSITAS INDONESIA

JAMU ATHEROSCLEROSIS

Report Assignment 2

GROUP 26

GROUP PERSONNEL:
ATIKAH RIDHOWATI (1306392922)
FAUZAN NAZIF (1306370392)
KEYREN JULIANTO (1306449321)
MAKHDUM MUHARDIANAPUTRA (1406643091)
MUHAMMAD LUTHFANSYAH PRABOWO (1306449220)
NURANIA SAUBRYANI (1306392866)

CHEMICAL ENGINEERING DEPARTMENT

ENGINEERING FACULTY
UNIVERSITAS INDONESIA
DEPOK
MARCH, 2016
 EXECUTIVE SUMMARY

In order to fulfil the needs that we gather before, we are searching for an
appropriate concept to be applied in our herbal medicine. The concept ideas
comes from concepts of existing products and some new concepts. Until this step,
we have 26 concepts of herbal medicine using various work principle.
Before we screened these concepts, we evaluate it with RVF method to
reduce the number of concepts. This step is neeeded to make the screening
process easier. Number of our concepts after this process are 3 concepts.
Afterwards, these 3 concepts are scored with seven criteria that have
different weight. The highest weight is for Avverhoa Carambola L – Curcuma
zanthorrhiza – Mimusops elengi leaf in tea bag form. The score for this concept is
3.85 out of 5.
The choosen concept is then tested to potential consumer with survey by
using interview and questionaire method. The results show us that 66%
respondents say that our product is interesting; 22% say that they are somewhat
interested in our product; and 12% say that they not at all interested to buy our
product.

ii
Universitas Indonesia
 LIST OF CONTENTS

COVER ................................................................................................................... i
ECUTIVE SUMMARY ........................................................................................ ii
LIST OF CONTENTS ......................................................................................... iii
LIST OF TABLES ............................................................................................... iv
LIST OF FIGURES .............................................................................................. v
CHAPTER I GENERATING PRODUCT CONCEPT ..................................... 1
1.1. Background .............................................................................................. 1
1.2. Splitting Problem ...................................................................................... 2
1.3. Existing Concept ...................................................................................... 2
1.4. New Concept ............................................................................................ 3
1.5. Combine Concept ..................................................................................... 4
CHAPTER II CONCEPT SELECTION ............................................................ 6
2.1. Concept Description Based on Work Principle ........................................ 6
2.2. Concept Generation .................................................................................. 6
2.3. Concept Screening .................................................................................. 16
2.3.1. Prepare The Selection Matrix.......................................................... 24
2.3.2. Rate The Concept ............................................................................ 25
2.3.3. Rank The Concept ........................................................................... 25
2.3.4. Combine and Improve The Concepts .............................................. 27
2.4. Concept Scoring ..................................................................................... 27
2.4.1. Prepare The Selection Matrix.......................................................... 27
2.4.2. Rating The Concept......................................................................... 28
2.4.3. Rank The Concept ........................................................................... 31
2.4.4. Decide The Best Concept ................................................................ 31
2.4.5. Explanation of Scoring.................................................................... 31
2.5. Concept Testing ...................................................................................... 32
2.5.1. Defining the purpose of concept testing.......................................... 32
2.5.2. Choosing the survey population ...................................................... 32
2.5.3. Choosing the survey format ............................................................ 32
2.5.4. Choosing the survey population ...................................................... 33
2.5.5. Interpreting the result of survey ...................................................... 33
CHAPTER III FINAL PRODUCT ................................................................... 35
3.1 Product Positioning ................................................................................ 35
3.2 Product Description ................................................................................ 38
CHAPTER IV CONCLUSION.......................................................................... 40
REFERENCES .................................................................................................... 41

iii
Universitas Indonesia
 LIST OF TABLES

Table 2. 1. Concept Description Based On Work Principle ................................... 7

Table 2. 2. Product Concepts ................................................................................ 17
Table 2. 3. Product Concepts For Screening I ...................................................... 21
Table 2. 4. Criteria in Product Concept Screening............................................... 24
Table 2. 5. Concept Screening II ........................................................................... 26
Table 2. 6. Concepts Combination ........................................................................ 27
Table 2. 7. Rating For Concept Scoring............................................................... 29
Table 2. 8. Description Criteria of Scoring ......................................................... 30
Table 2. 9. The Best Concept ................................................................................ 31

Table 3. 1. The Comparison of Own Product and Existing Product .................... 35

Table 3. 2. Product Description............................................................................. 38

iv
Universitas Indonesia
 LIST OF FIGURES

Figure 1. 1. Mind Map of Existing Jamu Atherosclerosis Concept ........................ 3

Figure 1. 2. Mind Map of New Jamu Atherosclerosis Concept .............................. 4
Figure 1.3. Mind Map of Combine Jamu Atherosclerosis Concept ........................ 5

Figure 2. 1. Step of concept selection ..................................................................... 6

Figure 2. 2. Result of the survey ........................................................................... 33

v
Universitas Indonesia
 CHAPTER I
GENERATING PRODUCT CONCEPT

1.1. Background
Herb herbal teas made from ginger rhizome, leaf cape, and starfruit leaves
clean and maintain the elasticity of blood vessels. Curcumin extract will improve
the biological and pharmacological activity of this preparation, the ability of
antimicrobial, anti-inflammatory, antioxidant, anti-diabetic, antifungal, antiviral,
and hipokolesteremik (Chattopadhyay 2004). Cape leaf extract containing various
types of phenolic compounds (Kar et al., 2012). The content of these antioxidants
have anti-inflammatory effect to prevent thickening of blood vessel walls. In
addition, these antioxidants can prevent free radical causes degeneration of the
cells of the blood vessels are closely related to the reduced flexibility and strength
of blood vessel walls. The main starfruit leaves contain tannin and sulfur. Tannins
are antioxidants (Malangngi et al., 2012) which can counteract free radicals while
sulfur efficacious for lowering high blood pressure (Live Blood Study, 2005).
The exsisting products are comercially used by a lot of people.
Unfortunately, those products have some weakness, such as small has a form of
packaging that is difficult to consume. Most herbal medicine like in tablet form,
but not everyone can take the medicine in tablet form, especially children. Based
on these weaknessses, we will make a more effective product by using tea as a
form of the product.
Our new product will has specifications that is related to the early
specification in first assignment. One of the most interesting specification of our
products is the packaging. In addition, our products combine some traditional
plants that have the properties of each product so that we have a property of more
than one herbal medicine and also has special specifications against diseases of
the blood vessels namely atherosclerosis. Therefore, to fulfill all those
specifications, we must determine the concept that we will use for the herbal tea.
Before we determine the product’s concept, we make a list of exsisting
concept that has been used in markets. After that, we do brainstorming to extract

1
Universitas Indonesia
 2

the ideas that will be used as new concepts for the herbal teas. Then, the new and
exsisting concepts are combined to be screened to eliminate the unfeasible
concepts by using some parameters. The remaining concepts then scored in
scoring stage. Concepts which have highest score then tested to consumer by
using interview to collect their opinions.
1.2. Splitting Problem
In determination of our jamu atherosklerosis product, there are a few steps
that we have to do to get the best concept. The first step is split the problem into
sub-problems and analyse sub-functions.. Here are the few problems that appear
from our topic that will be developed further, jamu atherosklerosis.
Jamu Atherosklerosis
A B
From this title, there are some question to determine our problem.
A. Jamu
 What is the function of Jamu ?
 What ingredients for Jamu made from ?
 What is the principle work of Jamu ?
 Why people in Indonesia love to consume Jamu ?
 What is the form of Jamu that most suitable for consumer ?
 What is the bad thing for consumer when they consume that Jamu ?
 Are the problem could be avoid when use this Jamu ?
B. Atherosklerosis
 What is Atherosklerosis ?
 What cause Atherosklerosis ?
 What happen when people suffer from Atherosklerosis ?
 How to cure Atherosklerosis ?
 Is that treatment have side effects ?
 Is there any treatment that don’t have side effect and save for suffers ?
1.3. Existing Concept
Jamu Atherosklerosis were actually a traditional product that were sold in
Indonesia more than 100 years. In this existing concepts we create the concepts
from how the jamu works or in the other hand how the principle work of jamu.

Universitas Indonesia
 3

There are 2 different ways for jamu to cure the Atheroskerosis are attack the liver
and blood vessel in which the are so many cholesterol. In the existing concepts,
actually there is no one ingredients that really cure the atherosklerosis, both of all
only attack the plaque that sediment in bottom of the blood vessel. There is no
ingrideients that can prevent the plaque that sediment in blood vessel. After
choose the principle work from jamu we can make the forms of the jamu like tea
bag, powder, pill, and instant liquid packaging.
The mind map of existing product concept is shown below :

Atherosclerosis
Herbs

Blood Vessels Liver

Jati Belanda leaf Soursop Leaf Ginger Bread Fruit Leaf Ginger Bread Fruit Leaf

Tea Bag Tea Bag Tea Bag Tea Bag Tea Bag Tea Bag

Liquid That Drunk Liquid That Drunk Liquid That Drunk Liquid That Drunk Liquid That Drunk Liquid That Drunk
Directly Directly Directly Directly Directly Directly

Bubuk Bubuk

Figure 1. 1. Mind Map of Existing Jamu Atherosclerosis Concept

1.4. New Concept

Jamu Athersoklerosis in new concepts is not only can attack the plaque
that sediment in the bottom of blood vessel but can prevent the plaque that will
sediment in the bottom of blood vessel. In this new concept we use new ingredient
like Tanjung leaves and Starfruit leaves.
The mind map of new product concept is shown below :

Universitas Indonesia
 4

Atherosclerosis
Herbs

Blood Vessels Liver

Starfruit Leaf Tanjung Leaf Starfruit Leaf Tanjung Leaf

(Averrhoa (Mimusop elengi Salam Leaf (Averrhoa (Mimusop elengi
carambola L.) L.) carambola L.) L.)

Powder Aerosol Powder Powder Aerosol

Tea Bag Tea Bag Tea Bag Tea Bag

Tablet Injection Tablet Injection

Figure 1. 2. Mind Map of New Jamu Atherosclerosis Concept

Figure 1. 3. Combine Concept

After we get existing concepts and new concepts, we combine both

existing and new concepts that to be screened later.
The mind map of combining product concept is shown below :

Universitas Indonesia
 5

Atherosclerosis
Herbs

Blood Vessels Liver

Starfruit Leaf Tanjung Leaf Starfruit Leaf Tanjung Leaf

Jati Belanda
(Averrhoa (Mimusop elengi Salam Leaf Soursop Leaf Ginger Bread Fruit Leaf (Averrhoa (Mimusop elengi Ginger Bread Fruit Leaf
leaf
carambola L.) L.) carambola L.) L.)

Powder Aerosol Powder Tea Bag Tea Bag Tea Bag Tea Bag Powder Aerosol Tea Bag Tea Bag

Liquid That Liquid That Liquid That Liquid That Liquid That Liquid That
Tea Bag Tea Bag Tea Bag Tea Bag
Drunk Directly Drunk Directly Drunk Directly Drunk Directly Drunk Directly Drunk Directly

Tablet Injection Bubuk Tablet Injection Bubuk

Figure 1. 3. Mind Map of Combine Jamu Atherosclerosis Concept

Universitas Indonesia
 CHAPTER II
CONCEPT SELECTION

2.1. Concept Description Based on Work Principle

Selecting concept is based on idea development which based on list of
consumer needs that have been discussed in previous chapter. Trying to select
from a number of concepts nearly always gives rise to new ideas – and often not
the worst ones.

Figure 2. 1. Step of concept selection

(Source: Ulrich, 2000)

The figure above show the selection process which is divided into four
main steps. The main steps are concept generation, concept screening, concept
scoring, and concept testing. The purpose of this selection is to pick the best
concept (among the remaining concepts) of food gums that could be
experimented so it could be accepted in the market and produced in industrial
scale.
2.2. Concept Generation
On concept generation stage, we need to develop every idea by using a
table. The ideas were developed laterally without considering their mechanism
and process. The ideas were categorized in the table. The categories in the table
below have.

6
Universitas Indonesia
 7

In this chapter, we find and write down any possible ideas to produce herbal jamu,
also we describe the existing concept and new concept we could bring. Concepts
based on many aspect such as, ingredients, mechanism, packaging, smell, and
how herbal jamu could be delivered. Thus what we should improve is the product
goal as well as formulation so we can meet the consumer needs that has been
wrapped up in previous section.

Table 2. 1. Concept Description Based On Work Principle

Concept
Work Principle Description
Number
Avverhoa Carambola L. work to prevent the formation of cholesterol in liver because it
contains flavonoids, vitamin C and saponins (BPOM, 2006). The mechanism of
flavonoids in lowering cholesterol synthesis by inhibiting the activity of the enzyme
HMG-CoA reductase inhibitors (Nassuato et al., 1991). Vitamin C helps hydroxylation
1 reactions in the formation of bile acids thereby increasing the excretion of cholesterol
and reduce levels of total cholesterol (Endang Sri Sunarsih & Slamet Pamuji, 2007).
Saponins can inhibit reabsorption of bile acids by intestinal cells so that bile acids will
be excreted with feces (Hedges & Lister, 2007). Thus, fruit starfruit predicted to lower
total cholesterol in powder form by drying process into fine grain shape.
Avverhoa Carambola L. work to prevent the formation of cholesterol in liver because it
LIVER contains flavonoids, vitamin C and saponins (BPOM, 2006). The mechanism of
flavonoids in lowering cholesterol synthesis by inhibiting the activity of the enzyme
HMG-CoA reductase inhibitors (Nassuato et al., 1991). Vitamin C helps hydroxylation
reactions in the formation of bile acids thereby increasing the excretion of cholesterol
2 and reduce levels of total cholesterol (Endang Sri Sunarsih & Slamet Pamuji, 2007).
Saponins can inhibit reabsorption of bile acids by intestinal cells so that bile acids will
be excreted with feces (Hedges & Lister, 2007). Thus, fruit starfruit predicted to lower
total cholesterol in Tea bag form. To make the tea bag form, all of raw materials must
passed pre – treatment steps such as, crushing, drying, sorting, and and packaging. This
tea bag package give us a simply way to consume herbal jamu.

Universitas Indonesia
 8

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Avverhoa Carambola L. work to prevent the formation of cholesterol in liver because it
contains flavonoids, vitamin C and saponins (BPOM, 2006). The mechanism of
flavonoids in lowering cholesterol synthesis by inhibiting the activity of the enzyme
HMG-CoA reductase inhibitors (Nassuato et al., 1991). Vitamin C helps hydroxylation
reactions in the formation of bile acids thereby increasing the excretion of cholesterol
and reduce levels of total cholesterol (Endang Sri Sunarsih & Slamet Pamuji, 2007).
Saponins can inhibit reabsorption of bile acids by intestinal cells so that bile acids will
3
be excreted with feces (Hedges & Lister, 2007). Thus, fruit starfruit predicted to lower
total cholesterol in Tablets form. Tablets made primarily by means of compression . A
certain number of tablets are made by printing , in a nutshell it can be said that the tablet
is made by compression using a machine that is capable of suppressing the material
form of powder or granules using various punch shapes or sizes. Tablets can also be
made by hand , by pressing the material into a mold tablet and continud by drying
LIVER process
Mimusops elengi leaf for liver:
1. As an Antioxidant
M. elengi leaf extract has a crude methanolic extract of leaf exhibited statistically
significant antioxidant activity in DPPH free radical scavenging and Nitric oxide
scavenging test and works at Pancreas tissues/system . The oxidative stress was
measured by plasma and tissue Lipid Peroxidative markers levels, Non Enzymatic
4
antioxidants and enzymatic antioxidants. It showed promising Antioxidant properties by
significant Quenching impact on the extent of Lipid Peroxidation, along with
Enhancement of Antioxidant defense System in Pancreas tissues. It also reduce the
Total Bilirubin, Serum glutamate-oxaloacetate transaminase (S.G.O.T) or Aspartate
amino transferase (AST), and serum L- alanine amino transferase (ALT), Alkaline
phosphate (ALP) which is a free radical in pancreas.

Universitas Indonesia
 9

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
2. As an Antidiabetic
M. elengi leaf extract exhibited significant antihyperglycaemic effect in STZ-
induced diabetic rats. This was evident by significant decrease in blood glucose
level, glycosylated haemoglobin and increase in plasma insulin and total
hemoglobin and increase liver glycogen content in diabetic rats after treatment with
leaf extract (100mg/kg bwt). An increase in total haemoglobin and decrease in
glycosylated haemoglobin in diabetic rats after treatment with leaf extract
indicated its ability to prevent the glycosylation process between blood glucose
and protein moiety of total haemoglobin during hyperglycemic condition.
Increased plasma insulin levels in treated diabetic rats suggested that the leaf
extract might have stimulated insulin secretion from surviving pancreatic cells and
4 LIVER
was made in the Aerosol form. The Aerosol form can be made by the mechanism
explaines below:
 The charge with cooling:
Cosentrat (generally cooled to a temperature below 0 ° C) and cold propellants that have
been measured at the input to an open container. Then spraying valve mounted on a
container to form a pressure-tight lid
 The charging process with the pressure:
Remove the air in the container by hollowing or by adding a propellant, fill the
concentrate into the container, the lid-tight container. Fill propellant through the valve
hole by way of emphasis or propellant at the bottom of the lid to let it flow in the valve,
then the valve in the cap.

Universitas Indonesia
 10

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number

Mimusops elengi leaf. Same with the the description above about the
mechanism as the antioxidant and antidiabetic, but in the other worm
5 which is Tea Bag form. To make the tea bag form, all of raw materials must passed
pre – treatment steps such as, crushing, drying, sorting, and and packaging. This tea bag
package give us a simply way to consume herbal jamu
Mimusops elengi leaf. Same with the the description above about the
mechanism as the antioxidant and antidiabetic, but in the other worm
which is the Capsule form. Capsules are generally made of gelatin . Gelatin
selected as materials for the capsule shell because it is stable when it is outside the body
but can be easily dissolved in the body .Capule basic material in the form of gelatine is
6. LIVER
dissolved in hot water that has been demineralised . Additives such as preservatives and
coloring mixed into the gelatin solution to form a homogeneous mixture . The basic
material was added to a capsule -making machine to be printed into a capsule shell
which is ready for use. All ingredients that will be added to capusle must be in granular
form or on microsize.
Curcuma zanthorrhiza give an enzyme that can reduce levels of SGOT (Serum
Glutamic oxaloacetic transaminase) and SGPT (Serum Glutamic Pyruvate
7 Tranaminase). SGOT and SGPT itself is an enzyme found in the liver cells and the
amount will increase if there is damage to the liver and may interfere with the system.
This product form are tea bag form.

Universitas Indonesia
 11

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Curcuma zanthorrhiza give an enzyme that can reduce levels of SGOT (Serum
Glutamic oxaloacetic transaminase) and SGPT (Serum Glutamic Pyruvate
8
Tranaminase). SGOT and SGPT itself is an enzyme found in the liver cells and the
.
amount will increase if there is damage to the liver and may interfere with the system.
This product form are liquid form that can be drunk directly.
Curcuma zanthorrhiza give an enzyme that can reduce levels of SGOT (Serum
Glutamic oxaloacetic transaminase) and SGPT (Serum Glutamic Pyruvate
9 Tranaminase). SGOT and SGPT itself is an enzyme found in the liver cells and the
amount will increase if there is damage to the liver and may interfere with the system.
This product form are powder form.
Liver or liver has a function to accommodate all the toxins in the body and neutralize it
LIVER
back. Hearts that have been used by the body to neutralize could have been affected due
to the bad condition of the body's metabolism. Dried Artocarpus altilis leaves can be
10
helpful to address the inflammation or swelling of the liver. Several types of compounds
such as acetylcholine are very good to fight inflammation. This product form are tea
bag form.
Liver or liver has a function to accommodate all the toxins in the body and neutralize it
back. Hearts that have been used by the body to neutralize could have been affected due
to the bad condition of the body's metabolism. Dried Artocarpus altilis leaves can be
11
helpful to address the inflammation or swelling of the liver. Several types of compounds
such as acetylcholine are very good to fight inflammation. This product form are liquid
form that can be drunk directly.

Universitas Indonesia
 12

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Mimusops elengi leaf can cure the atherosclerosis. Catechin compounds capable of
inhibiting platelet aggregation that can lead to atherosclerosis, due to their ability to
inhibit mediator release of arachidonic acid (AA) from the cell membrane so that the
cyclooxygenase metabolic pathways become obstructed. AA is the precursor of
prostaglandins and TXA2 endoperoksida that mediates platelet activation. AA is a key
12.
release of platelet activation of signal transduction (Son et al., 2003). The existence of
cyclooxygenase inhibition of thromboxane A2 causes is not formed or reduced, which
will cause a decrease in platelet activation and platelet aggregation inhibitors in
thrombus formation is inhibited (Lafuente et al., 2009). The form will be in aerosol
form as already explained above.
BLOOD Mimusops elengi leaf. Same with the the description above about the
13. VESSEL mechanism to cure atherosclerosis but in the other worm which is the Tea
bag form.
Mimusops elengi leaf. Same with the the description above about the
mechanism to cure atherosclerosis but in the other worm which is the
14. injection form. On this method, all of ingredients must be processed first. So it
means the ingredients already boiled and take as an injection solution. This way takes a
long time to consume herbal jamu, and also harmful.

Syzygium polyanthum leaf, traditional herbal leaves can lower cholesterol and
15. diabetes. bay leaves contain flavonoids and tannins as a substance capable
menurunkankan cholesterol. Can also lower blood sugar levels.

Universitas Indonesia
 13

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Avverhoa Carambola L has several compouds to reduce blood pressure. Compounds
are predominantly dicarboxylic acid derivative compounds, namely:
1. diethyl phtalat , Carboxylic acids typically derived from fat and is derived from
fatty acids. Other compounds were identified
2. phytol , Compounds that can be used as material for a fairly good and safe to
renew complement antibody.
3. ferulic acid
4. fatty acids such as myristic acid
16. 5. ethyl palmitate (5), and
6. 6, 10, 14 pentadekanon trimethyl-2 (6).
BLOOD
Long chain fatty acid that when used in moderation can reduce the risk of heart disease,
VESSEL
one of the ill effects of hypertension by helping reduce and stabilize blood pressure by
reducing blood volume and increased activity in urination or have an effect diuretic,
because the drugs are diuretics is an important drug in the medicine to treat
hypertension. Diuretics should be used as first-line treatment in hypertension before
being given other antihypertensive drugs. The form is in the powder form by drying
process into fine grain shape.
Avverhoa Carambola L. has same mechanism as explained above but in the other form,
which is Tea Bag form. To make the tea bag form, all of raw materials must passed
17.
pre – treatment steps such as, crushing, drying, sorting, and and packaging. This tea bag
package give us a simply way to consume herbal jamu

Universitas Indonesia
 14

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Avverhoa Carambola L. has same mechanism as explained above but in the other form,
18. which is Tablets form. The process of making tabet form has already explained above
at the liver mechanism.
Extract of Guazuma ulmifolia leaf effect on blood fat levels that decrease the
concentration of low-density lipoprotein, triglycerides, and TPC. This leaves are also
19. influential in increasing the levels of high-density lipoprotein that can reduce the
cholesterol cell levels by taking excess cholesterol in the body which will then be
processed in the liver and released by the bile. This product form are tea bag form.
Annona moricata leaves, containing acetogenin and antioxidants capable of launching
the blood vessels and thins the blood so that blood can be delivered from heart to the
BLOOD
entire body smoothly. vasodilator properties of the leaves that dilate blood vessels are
20. VESSEL
clogged. as Anti-lipidemic (remove cholesterol), anti-atherosclerotic (prevents
hardening of the arteries), hypotensive (lower blood pressure), relaxes blood vessels,
and blood vessels dilate. This product form are tea bag form.
Annona moricata leaves, containing acetogenin and antioxidants capable of launching
the blood vessels and thins the blood so that blood can be delivered from heart to the
entire body smoothly. vasodilator properties of the leaves that dilate blood vessels are
21. clogged. as Anti-lipidemic (remove cholesterol), anti-atherosclerotic (prevents
hardening of the arteries), hypotensive (lower blood pressure), relaxes blood vessels,
and blood vessels dilate. This product form are liquid form that can be drunk
directly.

Universitas Indonesia
 15

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Fraction kurkuminoid or extracts of ginger have health benefits that can help lower
total cholesterol. Efficacy of ginger to lower cholesterol or blood fat of course also be
22.
good for heart health and the cardiovascular system in the body. This product form are
tea bag form.
Fraction kurkuminoid or extracts of ginger have health benefits that can help lower
total cholesterol. Efficacy of ginger to lower cholesterol or blood fat of course also be
23.
good for heart health and the cardiovascular system in the body. This product form are
liquid form that can be drunk directly.
BLOOD
Fraction kurkuminoid or extracts of ginger have health benefits that can help lower
VESSEL
total cholesterol. Efficacy of ginger to lower cholesterol or blood fat of course also be
24.
good for heart health and the cardiovascular system in the body. This product form are
powder form.
Artocarpus altilis contain flavonoids. By fulfilling the needs of flavonoids it will be
less likely to occur coronary artery and also atherosclerosis, or blockage of blood
25. vessels. This is because flavonoids are anti-free radical compounds that have the ability
to reduce the effects of free radicals on the body, especially in a weak formation in the
blood vessel wall. This product form are tea bag form.

Universitas Indonesia
 16

Table 2.1. Concept Description Based On Work Principle (Cont’d)

Concept
Work Principle Description
Number
Artocarpus altilis contain flavonoids. By fulfilling the needs of flavonoids it will be
less likely to occur coronary artery and also atherosclerosis, or blockage of blood
26. vessels. This is because flavonoids are anti-free radical compounds that have the ability
to reduce the effects of free radicals on the body, especially in a weak formation in the
blood vessel wall.This product form are liquid form that can be drunk directly.
2.3. Concept Screening
After looking for several existing concepts and generate new concepts, we create
various concepts. We tend to choose the only one and the best concept as concept of our
product. The next step that we do is screening the concepts. The main goals of screening
the concepts are to pursing the number of concept quickly and develop the best concept.
In this step, we should compare the concept with many criteria such as subjective and
technical that comes from need of the respondent. In screening the concept, we have to
do the steps below:
 Prepare the selection matrix
 Rate the concepts
 Rank the concepts
 Combine and improve the concepts
 Select one or more concepts
From looking existing concepts and new concepts, we get 23 product concepts.
It’s all based on work principle of the chemical contains on liver and blood vessel. Here
is the list of product concepts.

Universitas Indonesia
 17

Table 2. 2. Product Concepts

Concept Number Product Concept
1 Avverhoa Carambola L in the powder form that works in the liver
organ by optimizing pancreas secretion to reduce and also to
prevent the cholesterol by flavonoids, vitamin C and saponins
2 Avverhoa Carambola L in the tea bag form that works in the liver
organ by optimizing pancreas secretion to reduce and also to
prevent the cholesterol by flavonoids, vitamin C and saponins
3 Avverhoa Carambola L in the tablet form that works in the liver
organ by optimizing pancreas secretion to reduce and also to
prevent the cholesterol by flavonoids, vitamin C and saponins
4 Mimusops elengi leaf in the aerosol form as the antioxidant and
antidiabetic by optimizing the pancreas and insulin secretion
process in the liver organ.
5 Mimusops elengi leaf in the tea bag form as the antioxidant and
antidiabetic by optimizing the pancreas and insulin secretion
process in the liver organ.
6 Mimusops elengi leaf in the capsule form as the antioxidant and
antidiabetic by optimizing the pancreas and insulin secretion
process in the liver organ.
7 Curcuma zanthorrhiza in the tea bag form as the antioxidant by
reducing levels of SGOT (Serum Glutamic oxaloacetic
transaminase) and SGPT (Serum Glutamic Pyruvate
Tranaminase).

Universitas Indonesia
 18

Table 2. 2. Product Concepts (Cont’d)

Concept Number Product Concept
8 Curcuma zanthorrhiza in the liquid form that can be drunk
directly. Used as antioxidant by reducing levels of SGOT (Serum
Glutamic oxaloacetic transaminase) and SGPT (Serum Glutamic
Pyruvate Tranaminase).
9 Curcuma zanthorrhiza in the powder form as the antioxidant by
reducing levels of SGOT (Serum Glutamic oxaloacetic
transaminase) and SGPT (Serum Glutamic Pyruvate
Tranaminase).
10 Dried Artocarpus altilis leaves in tea bag form that can be
helpful to address the inflammation or swelling of the liver.
11 Dried Artocarpus altilis leaves in the liquid form that can be
drunk directly and can be helpful to address the inflammation or
swelling of the liver.
12 Mimusops elengi leaf in the aerosol form that can cure the
atherosclerosis by Catechin compounds which capable of
inhibiting platelet aggregation and release of arachidonic acid
(AA) from the cell membrane that can lead to atherosclerosis
13 Mimusops elengi leaf in the tea bag form that can cure the
atherosclerosis by Catechin compounds which capable of
inhibiting platelet aggregation and release of arachidonic acid
(AA) from the cell membrane that can lead to atherosclerosis

Universitas Indonesia
 19

Table 2. 2. Product Concepts (Cont’d)

Concept Number Product Concept
14 Mimusops elengi leaf in the injection form that can cure the
atherosclerosis by Catechin compounds which capable to
inhibiting platelet aggregation and release of arachidonic acid
(AA) from the cell membrane that can lead to atherosclerosis
15 Syzygium polyanthum leaf, traditional herbal leaves can lower
cholesterol and diabetes because contains flavonoids and tannins
as a substance capable to decrease cholesterol.
16 Avverhoa Carambola L in the powder form that can prevent
hypertension and reduce and stabilize blood pressure
17 Avverhoa Carambola L in the tea bag form that can prevent
hypertension and reduce and stabilize blood pressure
18 Avverhoa Carambola L in the tablet form that can prevent
hypertension and reduce and stabilize blood pressure
19 Guazuma ulmifolia leaf in tea bag form that decrease the
concentration of low-density lipoprotein, triglycerides, and TPC,
also influential in increasing the levels of high-density lipoprotein
that can reduce the cholesterol cell levels by taking excess
cholesterol.

Universitas Indonesia
 20

Table 2. 2. Product Concepts (Cont’d)

Concept Number Product Concept
20 Annona moricata leaves, in tea bag form as antioxidants, anti-
lipidemic (remove cholesterol), anti-atherosclerotic (prevents
hardening of the arteries), hypotensive (lower blood pressure),
relaxes blood vessels, and blood vessels dilate.
21 Annona moricata leaves, in the liquid form that can be drunk
directly as antioxidants, anti-lipidemic (remove cholesterol), anti-
atherosclerotic (prevents hardening of the arteries), hypotensive
(lower blood pressure), relaxes blood vessels, and blood vessels
dilate.
22 kurkuminoid or extracts of ginger in tea bag form that can help
lower total cholesterol and blood fat.
23 kurkuminoid or extracts of ginger in the liquid form that can be
drunk directly to help lower total cholesterol and blood fat
24 kurkuminoid or extracts of ginger in powder form that can help
lower total cholesterol and blood fat
25 Artocarpus altilis in tea bag form that contain flavonoids. This
flavonoids are anti-free radical compounds that have the ability to
reduce the effects of free radicals on the body, especially in a
weak formation in the blood vessel wall.
26 Artocarpus altilis in the liquid form that can be drunk directly,
that contain flavonoids. This flavonoids are anti-free radical
compounds that have the ability to reduce the effects of free
radicals on the body, especially in a weak formation in the blood
vessel wall.
Screening I
Several concepts that already been listed above comes from both of existing
product concepts and new product concepts. After we do brainstorming for generating
new ideas, we got several new concepts that we think good to be applied. The concepts
that comes from our brainstorming may be logic, redundant, foolish, or vague. Now, we
need to eliminate some of the concepts before going to the next step. We can make
Universitas Indonesia
 21

classified like redundant (R), foolish, or vague (V). Here is the new table of product
concept for screening I.

Table 2. 3. Product Concepts For Screening I

Concept Number Product Concept Redundant (R), Foolish (F), or
Vague (V)
4 Mimusops elengi leaf in the V
aerosol form as the antioxidant
and antidiabetic by optimizing
the pancreas and insulin secretion
process in the liver organ.
8 Curcuma zanthorrhiza in the V
liquid form that can be drunk
directly. Used as antioxidant by
reducing levels of SGOT (Serum
Glutami oxaloacetic
transaminase) and SGPT (Serum
Glutamic Pyruvate Tranaminase).

Universitas Indonesia
 22

Table 2.3. Product Concepts For Screening I (Cont’d)

Concept Number Product Concept Redundant (R), Foolish (F), or
Vague (V)
11 Dried Artocarpus altilis leaves V
in the liquid form that can be
drunk directly and can be helpful
to address the inflammation or
swelling of the liver.
12 Mimusops elengi leaf in the V
aerosol form that can cure the
atherosclerosis by Catechin
compounds which capable of
inhibiting platelet aggregation and
release of arachidonic acid (AA)
from the cell membrane that can
lead to atherosclerosis.
14 Mimusops elengi leaf in the F
injection form that can cure the
atherosclerosis by Catechin
compounds which capable of
inhibiting platelet aggregation and
release of arachidonic acid (AA)
from the cell membrane that can
lead to atherosclerosis.

Universitas Indonesia
 23

Table 2.3. Product Concepts For Screening I (Cont’d)

Concept Number Product Concept Redundant (R), Foolish (F), or
Vague (V)
21 Annona moricata leaves, in the V
liquid form that can be drunk
directly as antioxidants, anti-
lipidemic (remove cholesterol),
anti-atherosclerotic (prevents
hardening of the arteries),
hypotensive (lower blood
pressure), relaxes blood vessels,
and blood vessels dilate.
23 kurkuminoid or extracts of V
ginger in the liquid form that can
be drunk directly to help lower
total cholesterol
26 Artocarpus altilis in the liquid V
form that can be drunk directly,
that contain flavonoids. This
flavonoids are anti-free radical
compounds that have the ability
to reduce the effects of free
radicals on the body, especially in
a weak formation in the blood
vessel wall.
Based on our group discussion, there are many reason why we tend to eliminate
concepts number 4, 8,11,12, 14, 21, 23, and 26. For concepts number 4, aerosol form its
not practically to use and its only allowed us to consumed it on small portion as aerosol
has spray limit capacity. For concepts number 12, the reason same as concept number 4.
For concepts number 14, the process time for making injected solution and for injecting
it takes to long, it also not practically and harmful for non expert people to inject. For
concepts number 8,11,21, 23 and 26, liquid form that ready to drink sometimes need a
Universitas Indonesia
 24

preservatives to make it last long. It will shorten the expiry of product if ingredients
already served.
Screening II
2.3.1. Prepare The Selection Matrix
After our group done with the first screening, now we move to the second
screening. The first thing to do for second screening is to prepare the selection matrix.
In selection matrix, we choose the selection criteria and reference concept. The selection
criteria should consider the consumer needs and enterprise needs. The most important
thing about criteria are that it should differentiate the concepts. There are six:

Table 2. 4. Criteria in Product Concept Screening

Number Criteria
1 Effectiveness
2 Easy to served
3 Health And Safety
4 Process Time

The first criteria is effectiveness. It such a must for our concept to be effective in
prevent aterosklerosis. People nowdays tend to have more risk on aterosklerosis as their
life habbit. People know what causes aterosklerosis, but they often find it hard to do the
prevention. So our products provide an effectiveness for curing and preventing
aterosklerosis, because aterosklerosis is the root of most another disease, like heart
attack, stroke, hypertention, and etc.
The second criteria is easy to served. We should consider this criteria as
important criteria because our product will be likely to use by adult that have health
problem like aterosklerosis. Easy to served makes them want to consumed it
continuesly, because sometimes adult have problem with serving herbal medicine. That
would be great if a product with a lot of benefits in it could be served easily.
The third criteria is healt and safety. Most of existing herbal medicine already
offers product that has much benefits for health. But, sometimes safety aspect is not too
Universitas Indonesia
 25

considered as there are herbal medicine that still using preservatives or another an
organic chemical. Herbal medicine sometimes not giving us a detail ingredients, how to
served it, how to stored it, and dosis.
The fourth process time. Process time means how long our product takes to
reacts with our body. Its like determine which form are the best for our product. Every
form have active ingredients in it, so we must choose the one that has a quickest time to
react. Our groups tends to choose tea bag form. Actually injections from is the quickest
way to deliver the actives ingredients, but for several another aspect, tea bag form is
better since its safe to use and easy to served.
. The concept that will used as reference concepts for this concept screening step
is the best existing concept product that we make it as benchmark or new concept
product. We choose Teh Daun Sukun as reference concept because it’s the best of
another benchmark and also has more similarity like our product. The product concept
of Teh Daun Sukun is herbal tea that helps to reduce cholesterol and also prevent
accumulation of LDL on aorta vessel using flavonoid and sitosterol from sukun leaves.
2.3.2. Rate The Concept
For each concept, the criterias should be rated as plus (+), zero (0), or minus (-).
 Plus (+) means that it’s better than reference concept.
 Zero (0) means that it’s the same as reference concept.
 Minus (–) means that it’s worse than reference concept.
2.3.3. Rank The Concept
Rank of the concept can be made by summing all of criterias rating for each
concept. Ranking the concepts used to review screening result and to check which
concept is qualified for most criterias and can go to the next step, concept scoring.

Universitas Indonesia
 26

Table 2. 5. Concept Screening II

Criteria 1 2 3 5 6 7 9 10 13 15 16 17 18 19 20 22 24 25
Effectiveness + + - + - 0 + 0 + - + + - - - 0 0 0
Easy To
0 0 + 0 + 0 0 0 0 - 0 0 + 0 0 0 0 -
Served
Health And
- 0 0 0 - 0 - + 0 - 0 0 0 0 0 0 +
Safety -

Process Time + + - + - - + + + - + + - + - - 0 0

Amount + 2 2 1 2 1 0 2 2 2 0 2 2 1 1 0 0 0 1
Amount - 1 0 2 0 -3 1 1 0 0 4 1 0 2 1 2 1 0 1
Total
1 2 -1 2 -2 -1 1 2 2 -4 1 2 -1 0 -2 -1 0 0
Amount
Ranking 2 1 4 1 5 4 2 1 1 6 2 1 4 3 5 4 3 3
Result Yes Yes No Yes No No Yes Yes Yes No Yes Yes No No No No No No

Universitas Indonesia
 27

2.3.4. Combine and Improve The Concepts

After the second concept screening, we take the concepts with ranking 1 and 2 in
order to reduce our product concepts into 8 concepts: concept 1, concept 2, concept 5,
concept 9, concept 10, concept 13, concept 16, and concept 17. Those concepts have
highest total amount (around 1 and 2). It means that it’s better than reference product
concept in almost several criterias. At this point, we can also do combination of those
concepts. After we discuss with our group and several lecturer, our product should
combine many methods so it can fulfill all specification we have. The most important
specification beside herbal medicine that has a lot of benefits for healt are easy to served
and process times. Another consideration is combining concepts to generate optimum
performance and benefits for our product.

Table 2. 6. Concepts Combination

Concept
Product Concept
Combination
Avverhoa Carambola L – Curcuma zanthorrhiza –
A
Mimusops elengi leaf – powder form
Avverhoa Carambola L – Curcuma zanthorrhiza –
B
Mimusops elengi leaf – Tea bag form
2.4. Concept Scoring
After we screening the concept, the next step is concept scoring. In this step, we
will do the scoring for some selected concept to narrow it again into one or two best
concept. In this step, the difference between concept screening and concept scoring is
we will give weight factor for each selection criteria based on their importance and
needs from consumer. The concept with has the highest score will be chosen as our
product concept. The score is obtained from multiplication between weight factor and
rating. The step that should be done in concept scoring is exactly same like the concept
screening before.
2.4.1. Prepare The Selection Matrix
This matrix contains concept ideas, criteria, weight factor, and rating. The
concept ideas is the one we choose after concept screening and combining concept.
Universitas Indonesia
 28

Criterias is quite different from concept selection, because it’s more detailed and
specific. Weight factor is how importance the criteria for the product.
The criteria and weight of each criteria from this scoring are:
A. Effectiveness = 40%
The effectiveness of herbal medicine in preventing and scrape blockages in blood
vessels. The level of effectiveness is measured by how long a person should consume
these herbs and how many doses are consumed every day in order to avoid
atherosclerosis. We weight it 40% because it’s the most important criteria that our
product specification should have and will become plus point of our product if our
product want to compared with other competitors
B. Easy to serve = 30%
Serving means how long it takes so that the product can be consumed and how to
consume. We weight it 30% because it’s one of our main product specification. Most of
consumer will consider about how to serve the herb jamu.
C. Health & safety= 20%
Health & safety means the jamu herbal must be safe to the human and to prove
that the jamu herbal must obey the regulation of the government in this case BPOM.
The herbal jamu must give the ingredients so the customer can know what is the
composition and the chemical composition
D. Process time= 10%
Process time means how long our product takes to reacts with human body. It
determine how the jamu can cure and prevent the atherosclerosis in the vein.
2.4.2. Rating The Concept
The rating at this stage is based on group discussion and literature. Here is the
rating of the concept compared to reference product.

Universitas Indonesia
 29

Table 2. 7. Rating For Concept Scoring

Relative performance Rating
Bad 1
Enough 2
Good 3
Great 4
Excellent 5

Universitas Indonesia
 30

Table 2. 8. Description Criteria of Scoring

Criteria
Rating
Effectiveness Health & Safety Easy to served Process time

Consumed for a life and 3 20 minutes and

Contain herb and Through genetic
1 times each day to prevent with 100 oC
it’s composition mutation
atherosclerosis water
Consumed 10 years and 3 15 minutes and Through diffusion
Can fulfill the
2 times each day to prevent with 100 oC to the vein from
medicine standard
atherosclerosis water skin
Consumed 5 years and 3 10 minutes and Through
Can fulfill the
3 times each day to prevent with 80 oC inhalation from
BPOM regulation
atherosclerosis water lung to the vein
Consumed 1 years and 3 Can fulfill the 10 minutes and
Through the
4 times each day to prevent BPOM regulation with 75 oC
digestion
atherosclerosis & WHO water
Less than 10
Consumed 6 months and Can fulfill the
minutes and Through injection
5 3 times each day to BPOM, proven & o
with 75 C to the vein
prevent atherosclerosis halal certification
water

Universitas Indonesia
 31

2.4.3. Rank The Concept

We can make rank of the concept by summing all of weighted scores in
every criteria for each concept. Every criteria should be weighted, so we know
which criterias are more important.
2.4.4. Decide The Best Concept
After we made a matrix and sum up scoring for every concept, now we can
decide which is the best concept that can be applied to our product. The best
concept is the one which has the highest score:
Table 2. 9. The Best Concept

A B
Criteria Weight Weighted Weighted
Rating Rating
Score Score
Effectuality 40% 4 1.6 4 1.6
Easy to served 30% 3 0.9 4 1.2
Health & Safety 20% 4 0.8 4 0.8
Process time 10% 4 0.4 4 0.4
Sum 3.7 4
Rank 2 1

2.4.5. Explanation of Scoring

For concept A, the sum of scoring is 3.7. Concept A is combination of
several concept like Avverhoa Carambola L – Curcuma zanthorrhiza – Mimusops
elengi leaf. The product is in powder form. Powder is a simple form but the
separation process is more complicated and the particle is small. The powder form
is not simple and only one time use. So the consumer must bring the same amount
each day if they will consume it. In powder form the consumer must pour it until
in the powder soluble to the water. And it must be not suspended powder in the
bottom of the glass. To accomplish that process, it can take a long time and it’s
difficult to serve. The herb jamu will have strong scent and strong taste, so it’s
hard to achieve the consumer needs about smell and taste.
For concept B, the sum is 4 Concept B is combination of several concept
like Avverhoa Carambola L – Curcuma zanthorrhiza – Mimusops elengi leaf. The

Universitas Indonesia
 32

product is in tea bag form. Tea bag is simple form, but the fabrication is more
complicated than powder. In tea bag we can use more than one time and no need
to pour it. It’s simpler to serve, the consumer just need a hot water to extract the
active ingredient in the tea bag only 5-6 minutes and then the consumer can
consume it. In tea bag we can give some fruit scent so the strong scent of the jamu
can reduce.
2.5. Concept Testing
The next step after concept scoring is concept testing. Concept testing is
conducted early in the development cycle, that there are many potential concepts
still being considered. These are the step that we have to do to do the concept
testing.
2.5.1. Defining the purpose of concept testing
Concept testing is one of the most standardized types of research, it uses
what researchers call “experimental design” to evaluate a series of concepts under
consideration. In order to get more clearly response from the respondent, the
concept testing must consist of queries that questioning the respondent’s
acceptance of our products.
2.5.2. Choosing the survey population
Concept testing should be conducted among the widest segment of the
appropriate population. Our product has a specific target and the concept test
should be conducted among that group. The respondents reflect the target market
and it comes from the people in the age above 30 who endangered with
atherosclerosis. We choose it as the biggest part of our respondent because we
thought that they are the most potential segments to be our consumer
2.5.3. Choosing the survey format
The survey format can be face-to-face interaction or interview, telephone,
e-mail, etc. But, the survey format that we choose in this concept testing is
interview and questioners. The interview will be done to about 50 respondents
from 30 years old above. In this interview, we also have to explain the concept of
our product to the respondent so that they will understand about the concept and
raise the acceptance of our product.

Universitas Indonesia
 33

2.5.4. Choosing the survey population

Concept testing should be conducted among the widest segment of the
appropriate population. Our product has a specific target and the concept test
should be conducted among that group. The respondents reflect the target market
and it comes from different segment of age above 30 and gender. We choose it as
the biggest part of our respondent because we thought that they are the most
potential segments to be our consumer

12 %

22 %

66 %

Interested Somewhat interested Not at all interested

Figure 2. 2. Result of the survey

(Source : reproduced from survey)
2.5.5. Interpreting the result of survey
The result of the interview about the respondents interest with our
concepts shows us that our product concepts get a good responds from the
consumer. It is proven by the data that said that 66% of respondents have interest.
It is showing that our three combining concepts have attract respondents
attentions, because they thought that it is important to have herb jamu that can
prevent atherosclerosis and the most important with good concept. In addition,
the herb jamu is simple and easy to serve with tea bag. Then, 22% of respondents
have somewhat interested, because they have a good lifestyle and they always
curious about what they eat and what they consume every day. And the rest, 12%
of respondents are not at all interested on our concepts. They said that they sure

Universitas Indonesia
 34

about the medical treatment than herb treatment. They still believe about medical
and lifestyle is the most important thing to prevent atherosclerosis. Moreover,
they prefer to buy the medicine that have been stored in the drug store or from
doctor receipt. But from the explanation above, especially that more than half
(66%) of our respondents have an interested with our product’s concepts, so we
can conclude that our concept is worthy and our product can be sold in Indonesian
Market.

Universitas Indonesia
 CHAPTER III
FINAL PRODUCT

3.1 Product Positioning

In order to compare our product concept to another existing jamu
atherosclerosis concept, we use Conceptual Mapping as the method. Conceptual
Mapping is a chart that describe the position of our concept based on some
criteria. On the conceptual mapping, we can compare our product design to
another existing product by seeing its position in the map. The existing jamu
atherisclerosis product that we chose as a comparison are the same product that
we chose as benchmark product in the previous chapter. Those product are is
Sukun Leafes Tea Bags, Sirsak Leafes Tea Bags and Jati Belanda Leafes Tea
Bags. Here is the comparison of our product concept and the existing product, in a
table and in the conceptual mapping as follow.

Table 3. 1. The Comparison of Own Product and Existing Product Based on the Criteria

Sukun Sirsak Jati Belanda

Own
Criteria Leafes Tea Leafes Tea Leafes Tea
Product
Bags Bags Bags
Effectiveness 3 2 3 4
Easy to serve 4 4 4 4
Health and safety 3 3 2 4
Process time 4 3 4 4

35
Universitas Indonesia
 36

Sukun Leafes
Tea Bags
4
3
2 Effectiveness
1
Sirsak Leafes Easy to serve
Own Product 0
Tea Bags Health and safety
Process time

Jati Belanda
Leafes Tea
Bags

Figure 3.1. Perceptual Mapping

(Source : reproduced from survey)
a) Effectiveness
Effectiveness in this perceptual mapping means how herbal jamu in
preventing and scrape blockages in blood vessels. The level of effectiveness
is measured by how long a person should consume these herbs and how
many doses are consumed every day in order to avoid atherosclerosis..
Rating 5 is given to herbal jamu product which can prevent atherosclerosis
by consumed for 6 months and 3 times each day. Meanwhile rating 1 is
given to another product which can’t pevent atherosclerosis even consumed
for life and 3 times each day. Our product rating 4 in effectiveness criteria
because it can prevent atherosclerosis if it consumed 1 years and 3 times
each day.
b) Healthy & Safety
Healthy and safety in this perceptual mapping means the jamu herbal must
be safe to the human and to prove that the herbal jamu must obey the
regulation of the government in this case BPOM. The herbal jamu must give
the ingredients so the customer can know what is the composition and the
chemical composition. Rating 5 is given to herbal jamu product which can
fulfill the BPOM, proven and halal certification, and rating 1 is given to
herbal jamu product which just contain herb and i’ts composition. Our

Universitas Indonesia
 37

product get rating 4 in health and safety because can fulfill the BPOM
regulation and WHO.
c) Easy to served
Easy to served in this perceptual mapping means how long it takes so that
the product can be consumed and how to consume. Rating 5 is given to
herbal jamu product which need less than 10 minutes and with 75°C water,
and rating 1 is given to herbal jamu product which need 20 minutes and
with 100°C water. Our own product get rating 4 in easy to served criteria,
because of our herbal jamu product need 10 minutes and with 75°C water.
d) Process time
Process time in this perceptual mapping means how long our product takes
to reacts with human body. It determine how the jamu can cure and prevent
the atherosclerosis in the vein.. Rating 5 is given to herbal jamu product
which process through injection to the vein and rating 1 is given to herbal
jamu product which process through genetic mutation. Our product get
rating 4 in this criteria because it can be process through the disgetion.
Based on the perceptual mapping above, we can conclude the position of our
product concepts among the existing products are:
a) In the effectiveness criteria, our product concept has the highest score
compared Sukun Leafes Tea Bags, Sirsak Leafes Tea Bags and Jati
Belanda Tea Bags.
b) In the easy to serve criteria, our product has the same score with Sukun
Leafes Tea Bags, Sirsak Leafes Tea Bags and Jati Belanda Tea Bags.
c) In the healthy and safety criteria, our product has the highest score
compared Sukun Leafes Tea Bags and Sirsak Leafes Tea Bags, but more
high than Jati Belanda Tea Bags
d) In the process time criteria, our product has the same score with Sukun
Leafes Tea Bags and Jati Belanda Tea Bags but more high compared
Sirsak Leafes Tea Bags.
Based on the interpretation of the conceptual mapping above, we can conclude
that the advantages of our product concepts are:

Universitas Indonesia
 38

a) Effectiveness. Our product has ingredients that can prevent atherosclerosis

wich is Temulawak, Starfruit Leafes and Tanjung Leafes that clinically
proven to has substance can prevent atherosclerosis if it consumed in 1
years and 3 times each day.
b) Health and safety, our product contain herb and composition that healty
wich can fulfill the BPOM regulation and WHO.
3.2 Product Description
Product description can be defined by combining our specification with
our final concept product. The main 4 criterias for our product are effectiveness,
easy to serve, health and safety and process time. After doing concept selection
and testing, we can conclude that the chosen combining concept for our herbal
jamu product is herbal jamu product that containing Tanjung Leafes (Mimusops
elengi leaf), Starfruit Leafes (Avverhoa Carambola L) and Temulawak (Curcuma
zanthorrhiza) in the tea bag form. It works by reduce and prevent the
atherosclerosis in vein. Briefly, here is the description about how the jamu herbal
atherosclerosis methods work:
Table 3. 2. Product Description

Product Description Characteristic Brief Description

Reason our products
using powder phase so
Phase Powder
that easy to serve with tea
bag forms.
Mechanism of our
product is direct drink
because of this
mechanis,m has many
Mechanism Drink
advantages such as liquid
can process through
disgetion system in the
body.

Universitas Indonesia
 39

Table 3. 2. Product Description (Cont’d)

Product Description Characteristic Brief Description

Our product dosage 3.5
gram per tea bag and for
Dosage and package Tea bag form the package is containing
20 pieces with size
13x6x4.5 cm.
Choosing herbal
ingredients for more
efficacious and do not
cause a lot of side effects.
Ingredients Herbal
The materials used are
Temulawak, Tanjung
leafes and Starfruit
leafes.
Price Rp 20.000 Affordable price.

Universitas Indonesia
 CHAPTER IV
CONCLUSION

In this chapter, we can take some conclusions as follows:

 We need to found a concept that can fulfill the consumer’s needs.
 Topic of our product is splitted to be two sub problems, which are product
design and atherosclerosis.
 There are 26 concepts from existing and new concepts.
 The chosen concept from scoring step is Avverhoa Carambola L – Curcuma
zanthorrhiza – Mimusops elengi leaf in tea bag form with score 3.85.
 Based on the survey of testing product, we know that 66% respondents say
that our product is interesting; 22% say that they are somewhat interested in
our product; and 12% say that they not at all interested to buy our product.
 Our concept is worthy and our product can be sold in Indonesian Market
because more than half of our respondents have an interested with our
product’s concepts.

40
Universitas Indonesia
 REFERENCES

B Badan Pengawas Obat dan Makanan RI. (2005). Info POM Volume 6 No. 6.
Jakarta : Badan Pengawas Obat dan Makanan RI
Ditjen POM. 2000. Parameter Standar Umum Esktrak Tumbuhan Obat. Jakarta :
Departemen Kesehatan Republik Indonesia. Hal 13 – 36
Goel, A; Kunnumakkara, B.A; dan Aggarwal, B.B. 2008. Curcumin as
“Curecumuin” from Kitchen to Clinic. Jurnal Biochemical Pharmacology,
75, 787 – 809
Istafid, Widi. 2006. Visibility Studi Minuman Instan Ekstrak Temulawak dan
Ekstrak Mengkudu sebagai Minuman Kesehatan. Semarang : UNNES
Kiswanto. 2005. Perubahan Kadar Senyawa Bioaktif Rimpang Temulawak dalam
Penyimpanan (Curcuma Xanthorrhiza Roxb). Fakultas Teknologi Pertanian
Institut Pertanian (INTAN). Yogyakarta.
Kristina dkk., 2006. Peluang Peningkatan Kadar Kurkumin pada Tanaman
Kunyit dan Temulawak. Balai Penelitian Tanaman Obat dan Aromatik.
Miller, S. 1962. Introduction to Foods and Nutrition. USA : John Wiley & Sons,
Inc. Hal. 367 – 368
Nugraha, dkk. 2008. Pengaruh Suhu Ekstraksi terhadap Kandungan Kurkuminoid
dan Air Serbuk Temulawak (Curcuma xanthorrhiza). Diklat Metode
Penelitian dan Pengolahan Data. Lembaga Ilmu Pengetahuan. Indonesia
Rukmana, Ir. Rahmat. 1995. Temulawak : Tanaman Rempah dan Obat.
Yogyakarta : Penerbit Kanisius
Tan, Hoan Tjai dan Raharja, Kirana. 2007. Obat – Obat Penting. Jakarta : PT.
Alex Media Komputindo, 63 – 65
Wijayakusuma, M.H. 2002. Rempah,Rimpang, dan Umbi. Tumbuhan Berkhasiat
Khas Indonesia Jilid II. Jakarta : Milenia Populer
Wijayakusuma, H., & Dalimartha, S. (2003). Ramuan Tradisional untuk
Pengobatan Darah Tinggi. Jakarta: Penebar Swadaya.
Winarto, W. P. 2003. Memanfaatkan Bumbu Dapur untuk Mengatasi Aneka
Penyakit. Jakarta: AgroMedia
Wiryowidagdo, Sunnali. 2008. Kimia dan Farmakologi Bahan Alam Edisi 2.
Jakarta : Buku Kedokteran EG

41
Universitas Indonesia
 42

Yu, Wang; Zhaoxin, Lu; Fengxia, Lu; dan Xiaomei, Bei. 2009. Study on
Microencapsulation of Curcumin Pigment by Spray Drying. Eur Food Res
Thechnol, 229, 391 – 396

Universitas Indonesia