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Brandon Dwinata Tjiandra
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Computer Science & IT Control & Systems Engineering Industrial & Manufacturing Engineering

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Designing Improvements to the Product Attributes of Sling Bags Based on Consumer Preferences Using the Conjoint Analysis Method Brandon Dwinata Tjiandra; Boby Hera Sagita; Amelia Kurniawati
Jurnal Rekayasa Sistem & Industri (JRSI) Vol 10 No 02 (2023): Jurnal Rekayasa Sistem & Industri - Desember 2023
Publisher : School of Industrial and System Engineering, Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jrsi.v10i02.680

Abstract

Pandemi Covid-19 yang telah berakhir pada awal tahun 2023 membuat kebutuhan masyarakat meningkat dan memberikan peluang baru bagi pelaku usaha pada bidang pakaian/fashion. Objek penelitian ini merupakan salah satu perusahaan yang menawarkan berbagai produk tas seperti backpack, sling bag, hand bag dan lainnya. Namun, salah satu kategori produk perusahaan yaitu tas selempang mengalami penurunan penjualan selama tahun 2022. Persaingan perusahaan yang bergerak pada bidang pakaian/fashion membuat perusahaan harus mempertahankan bisnisnya. Adapun tujuan dari penelitian ini adalah melakukan perancangan perbaikan atribut produk tas selempang berdasarkan preferensi konsumen. Metode Conjoint Analysis digunakan untuk mngetahui preferensi konsumen pada atribut produk tas selempang sehingga dapat meningkatkan keputusan pembelian dan mempertahankan pelanggan perusahaan. Jumlah sampel yang digunakan yaitu 93 responden dengan mayoritas mahasiswa berusia 18-35 tahun. Hasil akhir penelitian berupa atribut terpenting dan nilai utilitas level atribut yaitu atribut warna netral (hitam, abu, putih), atribut harga Rp80.000-Rp160.000, atribut ukuran kecil 2,3 L (24 x 16 x 6 cm), atribut bahan kanvas, atribut model hobo bag, dan atribut fitur yaitu 3-4 partisi, antiair, dan tali permanen. Hasil penelitian dapat digunakan untuk memberikan gambaran terkait preferensi konsumen perusahaan pada produk tas selempang dan dapat menjadi pertimbangan perusahaan dalam merilis produk baru.
Designing Improvements to the Product Attributes of Sling Bags Based on Consumer Preferences Using the Conjoint Analysis Method Brandon Dwinata Tjiandra; Boby Hera Sagita; Amelia Kurniawati
Jurnal Rekayasa Sistem & Industri Vol 10 No 02 (2023): Jurnal Rekayasa Sistem & Industri
Publisher : School of Industrial and System Engineering, Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jrsi.v10i02.680

Abstract

The Covid-19 pandemic, which ended in early 2023, has increased people's needs and provided newopportunities for businesses in the clothing/fashion sector. The object of this research is a company thatoffers various bag products such as backpacks, sling bags, hand bags and others. However, one of thecompany's product categories, namely sling bags, experienced a decline in sales during 2022. Thecompetition of companies engaged in clothing/fashion makes the company have to maintain its business.The purpose of this research is to design improvements to sling bag product attributes based on consumerpreferences. The Conjoint Analysis method is used to determine consumer preferences for sling bag productattributes so as to improve purchasing decisions and retain company customers. The number of samples usedwas 93 respondents with the majority of students aged 18-35 years. The final results of the study are themost important attributes and attribute level utility values, namely neutral color attributes (black, gray,white), price attributes IDR 80,000-Rp160,000, small size attributes 2.3 L (24 x 16 x 6 cm), canvas materialattributes, hobo bag model attributes, and feature attributes, namely 3-4 partitions, waterproof, andpermanent straps. The results of the study can be used to provide an overview of the company's consumerpreferences in sling bag products and can be a consideration for companies in releasing new products.
Co-Authors Amelia Kurniawati Boby Hera Sagita