Setyawan, Danang Dwi and -, Ir. Ahmad Kholid Alghofari, S.T., M.T (2022) Analisis Preferensi Konsumen Terhadap Produk Sepatu Pada Bisnis Online Menggunakan Conjoint Analysis (Studi Kasus: Grizzlyshoe). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Online business is growing with the application of information technology in marketing and sales. Grizzlyshoe is one of the local online shoe sellers that applies information technology in determining consumer preferences. Consumer preferences are carried out to determine the desired combination of product attributes as a reference for selling shoe products according to consumer desires, so that they can focus on a product based on consumer needs. The purpose of this study is to identify product attributes according to the usability value that arises from each attribute, to identify combinations of product characteristics, and to provide alternative proposed improvements to shoe sales. The method used in data collection is a questionnaire and documentation which includes 105 respondents according to the criteria. The application of the 4P marketing mix is used to determine variables including product, price, place, and promotion, and assign an attribute based on these variables. Conjoint analysis is a method used to determine consumer preferences for several attributes of a product that has been provided and get the desired combination of attributes of a product. The results of the conjoint analysis method in this study obtained stimuli (combinations) of product attributes that the respondents liked were shoes with the Compass brand, hi model, using double box packaging, giving discounts with cashback vouchers, advertising with various marketplaces and sales locations located in crowded environments. namely car free day and exhibition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Conjoint analysis, online business, usability value, importance value, consumer preference, marketing mix 4P |
| Subjects: | T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | DANANG DWI SETYAWAN |
| Date Deposited: | 21 Oct 2022 03:42 |
| Last Modified: | 21 Oct 2022 03:44 |
| URI: | http://eprints.ums.ac.id/id/eprint/105147 |
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