PERANCANGAN USULAN KONSEP TAMPILAN BUKU SAINS POPULER BERDASARKAN PREFERENSI KONSUMEN DENGAN PENDEKATAN CHOICE-BASED CONJOINT ANALYSIS

• Main Author: Dewi, Kirana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83863
• Institution: Institut Teknologi Bandung

PT ITB Press is a commercial venture of ITB in the field of publishing. However, book sales represent the lowest revenue-generating business for ITB Press. In terms of book types, popular science books have lower sales compared to college textbooks. This is due to ITB Press lacking sufficient information on the consumer data of popular science books. Consequently, the design of popular science book appearance concepts is not based on market preferences, potentially making them less appealing to consumers. This study employs a choice-based conjoint experiment to understand consumer preferences for popular science books. The attributes used in the experiment are language, book cover design, back cover content, cover color, book size, and font size. The study collected preferences from 273 respondents through an online questionnaire distributed to the target market of popular science books. The sampling method used is non-probability sampling, specifically judgmental and snowball sampling. Data analysis was conducted using latent class logistic regression. Logistic regression was used to determine the preferred attributes and levels by consumers, while latent class analysis was used to identify heterogeneity in the sample and determine the number of consumer segments. The research results identified three optimal segments based on differences in demographic characteristics and preferences for attribute levels, namely “The Pragmatic Students,” “The Perfectionists,” and “The Efficient Workers.” The selected product concept is Product 1, with a combination of B5 book size, digital art cover design, cool cover color, 11 pt font size, and back cover content in the form of a summary (blurb), which is the product with the largest market share percentage. Price sensitivity analysis was conducted on Product 1 with 102 respondents, revealing that to maximize market acceptance and profit, the product price should be considered within or close to the optimal price point (OPP) of Rp82,500. The ideal price range that aligns with consumer preferences is Rp75,000-Rp105,000.