USULAN RANCANGAN PAKET JASA FRANCHISE TOKO ONLINE BERDASARKAN PREFERENSI KONSUMEN DENGAN PENDEKATAN CHOICE-BASED CONJOINT PADA PT ARRA BUSANA MUSLIM

• Main Author: Alfaza Arindaputri, Rifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83848
• Institution: Institut Teknologi Bandung

PT ARRA Busana Muslim is a company that focuses on the Muslim fashion industry that sells various Muslim clothing. Currently, PT ARRA is in a transition period from a reseller business model to a franchise business model. The franchise offered by PT ARRA also provides several additional services to franchisees. With the development of a new online store franchise service (FTO), an in-depth understanding of the services most important to consumers is needed. Therefore, this research was conducted to help PT ARRA discover consumer preferences related to FTO services and fill the information gap because FTO services are newly developed. Preferences will be based on the constituents of the online store franchise service package. This research will use conjoint analysis with choice-based conjoint (CBC) techniques to understand consumer preferences for FTO service packages. The attributes used in this research are report details, report frequency, customer service, catalog filling assistance, and store optimization. The sampling method used was non-probability sampling with judgmental sampling. This study collected 202 respondents through an online questionnaire. CBC analysis with hierarchical Bayes was used to determine the attributes and levels preferred by consumers based on part-worth and importance values. In this study, cluster analysis was also conducted using the agglomerative hierarchical clustering method to segment consumers. Based on the clustering results, homogeneous segments were obtained, so that the design of the proposed FTO service package was carried out for all segments (undifferentiated marketing). The results of the selected service package are weekly detail reports with priority customer service, catalog filling assistance, and store optimization (title, photo, and advertisement optimization). A price sensitivity analysis was conducted using the Van Westendorp method to determine the optimal price of FTO services based on consumer preferences. The optimal product price (OPP) is Rp1,300,000 with the ideal price range according to consumer preferences is Rp1,300,000-1,550,000.