Carpet product preference using the conjoint analysis method

Authors

  • Ai Nurhayati Sekolah Tinggi Teknologi Bandung (STT Bandung)

Abstract

The purpose of this research is to find out the majority of carpet profiles that have been chosen by consumers. This study uses a conjoint analysis method using SPSS software. The variables assessed in this study are the color, image, shape, and size of the carpet. The results showed that the image of the carpet is the most important factor for consumers. The majority of respondents want a carpet with cartoon images with a rectangular shape, colored pattern and small size.

Author Biography

Ai Nurhayati, Sekolah Tinggi Teknologi Bandung (STT Bandung)

I have graduated from Industrial Engineering from the Bandung Institute of Technology (ITB). I now work as a lecturer at the Bandung College of Technology (STT Bandung) in the Industrial Engineering Study Program.

References

H. Ikemoto, and T. Yamaoka, 2011. "Conjoint analysis method that minimizes the number of Profile Cards. Springer, Berlin.

J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, 2010. Multivariate Data Analysis, Pearson Prentice Hall: New Jersey.

J. Hainmueller, D. J. Hopkins, and T. Yamamoto, 2013. "Causal inference in Conjoint Analysis: Understanding Multidimensional Choices via Stated Preference Experiments, " Political Analysis, pp. 1-30.

Kuhmaier, M., Harrill, H., Ghaffariyan, M. R., et al. 2019. Using Conjoint Analysis to Improve Cable Yarder Design Characteristics: An Austrian Yarder Case Study to Advance Cost-Effective extraction. Forests, 10, 65.

Mogilski, J. K., Vrabel J., Mitchell V. E. & Welling, L. L. M., 2019. The primacy of trust within romantic relationship: Evidence from conjoint analysis of HEXACO-derived personality profiles. Elsevier:Evolution Human and Behavior 1016, pp. 1-10.

M. Steiner, M. Meihner, 2018. A User's Guide to the Galaxy of Conjoint Analysis and Compositional Preference Measurement, Marketing ZFP, 40, pp. 3-25.

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Published

2019-12-27

How to Cite

Nurhayati, A. (2019). Carpet product preference using the conjoint analysis method. Journal of Technology Management and Technopreneurship (JTMT), 7(1), 39–45. Retrieved from https://jtmt.utem.edu.my/jtmt/article/view/5749

Issue

Vol. 7 No. 1 (2019)

Section

Journal of Technology Management and Technopreneurship

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