Identification Of Consumer Preferences Online Transportation Users Using Contjoint Analysis
Rina Kurniawati (a*), Tetep Imam Nurjaman (a), Andri Ikhwana (a), Yusuf Mauluddin (a), Budi Lukman Hakim (a)

Sekolah Tinggi Teknologi Garut
JL. Mayor Syamsu No. 01 Jayaraga Tarogong Kidul Garut, 44151, Indonesia
*rinakurniawati[at]sttgarut.ac.id

Abstract

Todays technological developments have changed all aspects of life, including changes from conventional transportation systems to online transportation systems. This change has influenced the peoples decision to choose online transportation supported by various facilities and advantages compared to conventional transportation systems. The purpose of this research is to be able to identify changes in consumer behavior in choosing online transportation so that online transportation service providers can find out the preferences that make consumers prefer online transportation compared to conventional transportation. This study uses a quantitative approach that is supported by the conjoint analysis method and involves 100 respondents, namely consumers who use online transportation services. Based on the results of the study, it was found that the most preferred combination by all consumers of online transportation services, especially on motorcycle online transportation services is the speed of picking up service attributes, while the main choice distance is at a distance between 6 km -10 km and the cost chosen in the range of costs between Rp. 8000 - Rp. 12,000.

Keywords: Consumer; Identification; Online; Preferences; Transportation

Topic: Industry Engineering