CONJOINT ANALYSIS OF CONSUMER PREFERENCES REGARDING B2B PRODUCT SALES THROUGH MOBILE APPLICATION

Abstract

Conjoint analysis is a multivariate analysis technique that can be used to determine the relative importance level based on customer’s perception. Due to the need of business expansion, PT Cellcius made use of media through usage of mobile application and researcher decided to conduct conjoint analysis study on consumers’ preference regarding B2B product sales through mobile application. Through mobile application, B2B product transaction became simpler and more efficient whereby this application has several supporting features such as live chat feature with the company’s product consultant to get faster and more accurate response, supporting features such as calculator and technical dictionary that is aimed to ease target customer’s task of calculating number of material needed for the project and price, feature to track the real time progress of building projects and reward and exchange point feature of points collected from purchase of material from the researcher’s company. The research question of this study is about consumer’s preference on PT Cellcius latest mobile application. This study was conducted using descriptive quantitative approach through the distribution of questionnaires to company owner, contractor, and consultant who purchased PT Cellcius B2B product. Conjoint analysis result showed that ease of sales communication attribute was the attribute deemed most important by all respondents, and for the second attribute deemed important by the owners was reward, and for consultant and for consultant and contractor it was feature attribute. The third favorite attribute for owner was feature, and consultant and contractors prefer reward point. Last attribute deemed most important by all respondents was real time project status update attribute that could track the latest progress of the project.