Capture the Customer Product Attributes Preferences that Influence Purchase Decision of Hand Sanitizer During Covid-19
| Main Authors: | Risafitri, Syafa Isna Nabilla; School of Business and Management, Institut Teknologi Bandung, Nita, Arfenia; School of Business and Management, Institut Teknologi Bandung, Putro, Utomo Sarjono; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4670 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4670/1728 |
Daftar Isi:
- The use of hand sanitizers in every activity has become a routine habit during the COVID-19 pandemic, which opens up unlimited opportunities for small and medium enterprises (SMEs) by accommodating market demand for hand sanitizers. In Indonesia, many local SMEs have started producing their own brands. This study will explore customer product attribute preferences that influence purchase decisions of hand sanitizer by making new product developments and innovations during COVID-19. Conjoint analysis with the full-profile method was used to process 96 respondent data taken by stratified random sampling technique. There are five attributes used in this analysis, namely hand sanitizer quality, form, features, label, and packaging. The result of all attributes is significant positively towards purchase decision with high predictive accuracy. This finding is expected to be useful for SMEs who want produce hand sanitizer that suitable for market. Keywords: laboratory, industry 4.0laboratory, industry 4.0