A CONJOINT APPROACH ANALYSIS IN SELECTING A LOW MPV CARS IN MANADO
| Main Authors: | Frederick, Jusuf G., Worang, Frederik G. |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
FEB Universitas Sam Ratulangi Manado
, 2019
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| Online Access: |
http://ejournal.unsrat.ac.id/index.php/emba/article/view/23350 http://ejournal.unsrat.ac.id/index.php/emba/article/view/23350/23040 |
Daftar Isi:
- Abstract: The automotive companies are competing to make a Low MPV car products, because this car is one of the most famous car in Indonesia. So the purpose of this study is to find the important attributes of Low MPV cars that effect customer choice, and using conjoint analysis as analytical tool. This research will identify the most important factor and the ideal combination of attributes in selecting a Low MPV Car. Four attributes were found as the important factors in this research, such as: Price, Safety, Appearance, and Engine capacity. Data was taken from 100 respondents in Manado. Respondents were asked to rate their preferences for eight Low MPV car models with different combinations of these four attributes. The results of this study state that safety attributes are the most noticed attribute by consumers when they choose Low MPV cars. And the most ideal attributes combination, which has the highest utility, is a Low MPV car that has high prices with complete safety, luxurious appearance, and has 1500cc engine capacity. As the recomendation, company can use the ideal combination that found in this study, because this combination is the combination of attribute levels that are most preferred by consumers.Keywords: price, safety, appearance, engine capacity, consumer preferences, conjoint analysis