PERANCANGAN KONSEP PANEL SURVEI RISET UMKM PADA CENTER FOR SME (COSMOS) DENGAN PENDEKATAN CHOICE BASED CONJOINT

• Main Author: A T Tampubolon, Debora
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83757
• Institution: Institut Teknologi Bandung

Center for SME or Cosmos is an independent research insitute that focuses on development of MSME in Indonesia through research, education, and public advocacy. In order to run effective programs and services, Cosmos needs data and information about Indonesia MSME. For this reason, Cosmos wants to build an MSME panel survey research. Panel survey is a group of individuals who reflect a certain population and are asked to fill out a survey overtime. This research aims to design a panel survey concept through its attributes by considering the preferences of Indonesian MSME. Measurement of MSME preferences for panel survey was conducted using choice-based conjoint (CBC) experiment. The attributes used in the experiment were non-material rewards, monetary rewards, survey duration, reminders, and platform. Data collection was conducted using non-probability sampling methods, namely judgemental sampling and snowball sampling through online questionnaire distribution. The questionnaire collected 85 MSME respondents data. To identify the heterogeneity of preferences in MSME, segmentation is conducted using latent class regression (LCR) method. The research result three segments which are divided based on differences in characteristics of MSME location and turnover as well as their preferences for attribute levels. Logistic regression on LCR can determine the most preferred panel survey concept for each segment that was obtained from the attribute level with the largest regression coefficient. The panel survey concept selected to be developt first by Cosmos is Panel Survey Concept 3. This concept is a combination of promotional assistance for non-material rewards, e-wallet balance for monetary rewards, 5 minutes survey duration, reminders, and apllication platform. This concept was selected because it is predicted to attract the most MSME to join the panel survey reseach..