Consumer Preference Analysis of using Shopee Application with Conjoint Method

Mutia Ryantika, Rahmat Hidayat

Abstract

This study examines the Analysis of Consumer Preferences in Using Shopee Applications with Conjoint Method. The population in this study are Shopee application users as an online shopping platform in Batam city in particular, with a total sample of 300 respondents. The sampling technique in this study uses the purposive sampling method with a formula that refers to the theory of sample size from Hair et al (2010). In this study data were collected through a questionnaire distributed online to respondents. Analysis of the data used is conjoint analysis. The results of this study are the highest level of consumer preference for the concept of using Shopee application with conjoint method in general is the attribute of product features with the delivery charge subsidy feature as the highest preference and ShopeePayLater feature as the lowest preference. Product quality attribute occupies the second level with products at affordable prices as the highest preference and safety in transactions as the lowest preference. Product design attribute occupies the last level with easy-to-use application as the highest preference and attractive visual design as the lowest preference.

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Paper Citation


in Harvard Style

Ryantika M. and Hidayat R. (2020). Consumer Preference Analysis of using Shopee Application with Conjoint Method. In Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-517-3, pages 29-35. DOI: 10.5220/0010354100290035


in Bibtex Style

@conference{icaess20,
author={Mutia Ryantika and Rahmat Hidayat},
title={Consumer Preference Analysis of using Shopee Application with Conjoint Method},
booktitle={Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2020},
pages={29-35},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010354100290035},
isbn={978-989-758-517-3},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Consumer Preference Analysis of using Shopee Application with Conjoint Method
SN - 978-989-758-517-3
AU - Ryantika M.
AU - Hidayat R.
PY - 2020
SP - 29
EP - 35
DO - 10.5220/0010354100290035