ANALISIS PREFERENSI KONSUMEN TERHADAP SEPATU KULIT DENGAN MENGGUNAKAN METODE CONJOINT ANALYSIS (STUDI KASUS: UMK XYZ)

• Main Author: Abdillah Fahri, Acep
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67568
• Institution: Institut Teknologi Bandung

UMK XYZ is a company that produces and sells leather shoes in Bandung. This company carries out production based on requests from customers. Based on information from the owner, this decision was taken because the business owner did not have enough money to carry out mass production. But on the other hand, “make to order” production process carried out by the owner does not attract consumers because the production can be up to a week or more. Therefore, the author aims to look for attributes that are considered important by consumers and look for combinations of attributes preferred by consumers by using conjoin analysis. Conjoint analysis is a multivariate technique specifically used to understand how respondents develop their preferences for all types of objects (products, services or ideas). This conjoint analysis use the Full Profile method. The data collection method use a rating method based on the Likert scale from 1 to 9. A value of 1 for the least preferred shoe model and 9 for the most preferred shoe model. Based on the results, the importance of attributes from the most important to the least important according to 600 respondents is: shoe models with 40,181% important value, leather texture with 13,192% important value, shoe colors with 11,680% important value, manufacturing process with 9,656% important value, price with 9,002% important value, shoe quality with 8,430% important value, and order process with 7,859% important value.