Atribut Produk yang Dipertimbangkan Konsumen dalam membeli Camilan Melalui Internet

Abstract

This research is aimed to search for product attributes that are considered by consumer, or the consumer preference, in purchasing snacks from internet. Samples of the research consist of 100 respondents that have access to the internet, either from mobile phone or computer, in the area of West Surabaya. Conjoint analysis is used in finding consumer preference. There are three factors involved, each which are divided into two levels. The first factor is cooking condition of the snacks, which is divided into cooked snacks and uncooked snacks. The second factor is snack packaging, which is divided into vacuum and non-vacuum packaging. The third factor is the weight size of the snacks, which is divided into 150 grams and 500 grams. The combination of the factors and levels are called stimuli, which consist of eight stimuli. The combinations of the attributes are answered by consumer by giving rank for each stimulus. Results of the research shown that product attributes that are consecutively being considered by the consumers are cooked factor of the snacks by the amount of 46,546%, packaging of the snacks by the amount of 34,057%, and weight size of the snacks by the amount of 19,397%. The combination of the snack attributes that are preferred by consumers is a snack that is cooked, use vacuum packaging, and have small weight size (150 grams).