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All Journal JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Jurnal Pengabdian Masyarakat: BAKTI KITA
Nanda Alifia Putri
Sekolah Tinggi Manajemen PPM
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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INDONESIAN CONSUMER PREFERENCES IN SELECTING MASSIVE OPEN ONLINE COURSES (MOOCS): A CONJOINT ANALYSIS STUDY Nanda Alifia Putri; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 11, No 1 (2025): Vol 11, No. 1 (2025)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v11i1.10838

Abstract

ABSTRACTThis paper attempts to measure and analyze consumer preferences when deciding to use massive open online courses (MOOCs). The research examines the challenges faced by Indonesian EdTech companies, particularly MOOCs, in offering diverse training sessions without considering the quality, substance, and efficiency of students' learning. This study employs descriptive quantitative research with a conjoint analysis approach to examine five key attributes: learning methods, teaching staff, prices, educational topics, and supporting services. The population is all Indonesian people aged 15–34, who are the target market of online course service providers. A total of 436 respondents were gathered by distributing online surveys. This study presents findings about the utility value and importance of the factors that influence consumer preferences. These findings reveal that price and topic are the primary factors influencing consumer preferences for online courses. It also shows the kinds of combinations of services and features that customers perceive to be important. This study contributes to the field of marketing, especially consumer preferences.ABSTRAKPenelitian ini bertujuan untuk mengukur dan menganalisis preferensi konsumen dalam menggunakan massive open online courses (MOOCs). Penelitian ini mengkaji tantangan yang dihadapi oleh perusahaan EdTech Indonesia, khususnya MOOCs, dalam menawarkan berbagai sesi pelatihan tanpa mempertimbangkan kualitas, substansi, dan efisiensi pembelajaran siswa. Studi ini menggunakan penelitian deskriptif kuantitatif dengan pendekatan analisis conjoint untuk meneliti lima atribut utama: metode pembelajaran, pengajar, harga, topik pendidikan, dan layanan pendukung. Populasi penelitian adalah masyarakat Indonesia berusia 15–34 tahun, yang merupakan target pasar penyedia layanan kursus online. Sebanyak 436 responden dikumpulkan melalui survei online. Hasil penelitian menunjukkan nilai utilitas dan pentingnya faktor-faktor yang memengaruhi preferensi konsumen. Temuan ini mengungkapkan bahwa harga dan topik merupakan faktor utama yang memengaruhi preferensi konsumen dalam memilih kursus online. Selain itu, penelitian ini menunjukkan kombinasi layanan dan fitur yang dianggap penting oleh pelanggan. Penelitian ini berkontribusi pada bidang pemasaran, khususnya preferensi konsumen.
ENHANCING BUSINESS SKILLS TO IMPROVE THE COMMUNITY ECONOMY IN EAST NUSA TENGGARA Andriati Fitriningrum; Nanda Alifia Putri
Jurnal Pengabdian Masyarakat : BAKTI KITA Vol. 7 No. 2 (2026): Mei - Oktober
Publisher : LPPM Universitas Islam Darul 'Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/baktikita.v7i2.12817

Abstract

Farmers and fishermen are crucial to the NTT community economy; this community development project emphasises their commercial skills. Lack of skills and knowledge makes it harder to manage business changes and risks. Due to surplus products or parental inheritance, the business is a second job. The programme teaches financial, marketing, supply chain, and strategic business abilities. The program runs in two levels: fundamental business skills and advanced business skills. Both projects satisfy requirements with priority scales. Fundamental business skills are taught through case studies and group exercises in addition to lecturing sessions, while advanced skills are taught through pedagogy and role-playing. Based on these goals and criteria, modules are created. Each session is assessed before and after to establish its impact, each programme is assessed at the conclusion for participant feedback, and each presentation is assessed for business involvement after training. The community development project reveals that the capacity of farmers and fishermen as MSME actors remains focused on managing and utilising surplus production, rather than prioritising it as the primary business objective. Consequently, enhancing the economy through production management, financing and market penetration is essential for transforming the business activities of farmers and fishermen in remote areas
Co-Authors Andriati Fitriningrum Aprihatiningrum Hidayati