Nisa, Nindy Fitrohtul and Dr. Suci Astutik,, S.Si., M.Si., (2022) Analisis Konjoin Terhadap Preferensi Keputusan Pembelian Makanan Di Aplikasi Online (Studi Mahasiswa Statistika Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Kebutuhan Food Delivery di Indonesia mengalami peningkatan yang signifikan hingga 68,1% di tahun 2022. Tujuan penelitian ini adalah menerapkan metode Traditional Conjoint untuk mengetahui atribut dan level mana yang paling disukai oleh responden. Penelitian ini menggunakan data primer yang diambil melalui survei menggunakan kuesioner online. Survei dilakukan pada mahasiswa Departemen Statistika Universitas Brawijaya Angkatan 2019-2022 yang pernah melakukan pembelian minimal satu kali di aplikasi online (GoFood, GrabFood, dan ShopeeFood). Atribut yang digunakan pada penelitian sebanyak 6 atribut. Hasil penelitian menunjukkan bahwa atribut yang paling disukai oleh responden adalah Metode Pembayaran dengan level bukan tunai. Kombinasi level yang paling disukai oleh responden yaitu metode pembayaran bukan tunai, penilaian makanan dengan banyak ulasan, harga rendah tanpa minimal pembelian, kecepatan dan ketepatan pelayanan, kelancaran akses lokasi restoran, dan makanan ringan.
English Abstract
Food Delivery needs in Indonesia have increased significantly to 68.1% in 2022. Several applications that support food needs are GoFood on the Gojek application, GrabFood on the Grab application, and ShopeeFood on the Shopee application. The consumer preference in choosing food in online applications is the background of this research. The purpose of this research is to apply the Traditional Conjoint method to find out which attributes and levels are most preferred by respondents. This research uses primary data taken through a survey using an online questionnaire. The survey was conducted on students of the Statistics Department, Universitas Brawijaya batch 2019-2022 who have made a purchase at least once in online applications. The survey was conducted with a sampling technique in the form of non-probability sampling, namely purposive sampling with a sample size of 100 respondents. The attributes used are 6 attributes, that is Food Choice, Food Rating, Food Price, Service, Payment Method, and Restaurant Location. The results showed that the most preferred attribute by respondents was the Payment Method with a non-cash level. The combination of levels that are most preferred by respondents is non-cash payment methods, food ratings with many reviews, low prices without a minimum purchase, speed and accuracy of service, smooth access to restaurant locations, and snacks.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052209 |
| Subjects: | 500 Natural sciences and mathematics > 519 Probabilities and applied mathematics > 519.5 Statistical mathematics |
| Divisions: | Fakultas Matematika dan Ilmu Pengetahuan Alam > Statistika |
| Depositing User: | PKN 03 UB |
| Date Deposited: | 08 Jun 2023 04:23 |
| Last Modified: | 08 Jun 2023 04:23 |
| URI: | http://repository.ub.ac.id/id/eprint/201188 |
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