CONSUMERS’ PREFERENCE COMBINATION OF MONSTER ICE PRODUC

Abstract

The purpose of this research is to know what combination of product that the customers preferred to buy. It aims to know what combination of product that the customers preferred to buy based on the attribute of flavor, packaging, and topping. Population that used in this research is total population of students in junior high school in Surabaya, which are students with age 13 – 15 years old. Th e sample is using Slovin technique from the total population. This sample then will be chosen based on the specific criteria using non-probability sample. Data collection method is done through a questionnaire that distributed to the 100 respondents that have specific criteria. Data analysis method that used in this research is conjoint analysis using SPSS Program version 21. Based on the result in this research, it can be concluded that the combination of product that preferred by the consumers is ice cream with vanilla flavor using triple cone and without topping