AN APPLICATION OF CONJOINT ANALYSIS TO EXPLORE USER???S PREFERENCE ON PRODUCT ATTRIBUTES

AN APPLICATION OF CONJOINT ANALYSIS TO EXPLORE USER???S PREFERENCE ON PRODUCT ATTRIBUTES

Author		: DADANG ISKANDAR; NOVENTI ERSA PUTRI
Published on	: 2nd ISCLO 2014 (The Ritz-Carlton Jakarta)

Abstract

“Abstract
Social messenger has been booming so far. This paper was aimed to analyze user preferences on product attributes of social network, which has been known as social messenger by using conjoint analysis. Conjoint analysis is applied for the measurement of user???s preferences on product attributes by three attributes and between three to six levels for each attribute. To apply the approach, three significant points were designed: the first point investigates importance score index, then attribute utility, and the last on correlating and significance. Consequently, it weighed the preferences by the virtual profiles of the product attributes, which represent the ideal systems. Very good agreement is found between theoretical and measurement tools using conjoint analysis. It was found that not all products attributes affected preferential attitudes of using social messengers.”

Keywords: Product attributes; preferential attitudes; conjoint analysis; social messengers