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Designing Product Attribute Improvements with a Conjoint Analysis Approach to Meet Consumer Preferences


Merancang Perbaikan Atribut Produk dengan Pendekatan Conjoint Analysis Guna Memenuhi Preferensi Konsumen

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DOI:

https://doi.org/10.21070/ups.1629

Keywords:

Mendoan, Spicy Stuffed Tofu, Conjoint Analysis, Consumer Preference

Abstract

Sam Agung is one of the MSMEs with the most popular products in the form of tempe mendoan and spicy stuffed tofu. The increasingly fierce market competition resulted in a significant decline for Sam Agung. Therefore, it is necessary to make product improvements that are in accordance with consumer preferences. This research aims to design product attribute improvements produced by Sam Agung to meet consumer preferences. The method used to find consumer preferences is conjoint analysis. The results of the research conducted obtained consumer preferences for tempe mendoan products in the form of mendoan with a slightly salty savory taste, no pungent aroma, large shape, soft texture, half-cooked maturity level, paper box packaging, and small logo, and for spicy stuffed tofu products in the form of spicy stuffed tofu with a sweet spicy taste, no pungent aroma, round shape, crispy texture, mature maturity level, paper box packaging, and small logo.

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