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All Journal Jurnal Samudra Ekonomi dan Bisnis Jurnal Impresi Indonesia
Windasari, Nila A.
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Customer Preference Analysis on Tahu Benjo Product Attributes: Conjoint Approach Kurnianti, Ester; Windasari, Nila A.
Jurnal Impresi Indonesia Vol. 4 No. 6 (2025): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v4i6.6611

Abstract

The growing popularity of plant-based snacks among Indonesian consumers—particularly Gen Z and Millennials—presents both opportunities and challenges for local brands. Tahu Benjo, a tofu-based snack brand in Solo, seeks to revitalize its market presence amid declining competitiveness. This study aims to identify the most preferred product attributes of Tahu Benjo using a conjoint analysis approach. Data were collected through an online survey completed by 191 respondents and analyzed using the Choice-Based Conjoint (CBC) method and the Multinomial Logit Model (MNL). The results indicate that packaging is the most important attribute (31%), followed by price (23%), cooking method (21%), ingredient composition (18%), and flavor (7%). The optimal product profile identified consists of a tofu-mushroom mix, savory flavor, fried preparation, eco-friendly packaging, and a price range of Rp 10,000–15,000. This configuration achieved the highest utility score and market preference. Based on these insights, strategic recommendations include launching a flagship product with the preferred attributes, reformulating underperforming SKUs, and implementing targeted digital marketing campaigns. The study contributes to consumer behavior literature in emerging plant-based markets and offers actionable guidance for brand repositioning.
Battery Rental Scheme for Increasing the Adoption of Four Wheeled Electric Vehicles: A Conjoint Analysis Donovan, Andreas Arga; Windasari, Nila A.
Jurnal Samudra Ekonomi dan Bisnis Vol 17 No 1 (2026): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v17i1.11700

Abstract

The study explores key factors influencing consumer preferences for battery rental schemes and their role in increasing four-wheeled electric vehicle adoption in Indonesia. Using the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), data was gathered via an online survey targeting potential EV buyers in the Jakarta metropolitan area. The goal was to identify the most appealing rental scheme based on consumer priorities like affordability, convenience, and reliability. Findings reveal that rental cost holds the greatest weight (40 percent), followed by battery warranty (30 percent), after-sales service (20 percent), and replacement cost (10 percent). Among tested options, scenario 3 with IDR 800,000 monthly rental, lifetime warranty, free replacement, and full after-sales support was most preferred, capturing 35 percent projected market share.
Co-Authors Donovan, Andreas Arga Kurnianti, Ester