Analisa Faktor Preferensi Mahasiswa dalam Memilih Produk Sampo (Studi Kasus Mahasiswa S1 Fmipa Usu)

Abstract

Conjoint analysis is a multivariate technique used specifically to understand how respondents develop preferences for products or sevices that based on the simple premise that consumers evaluate the value of product or service by combining the separate amounts of value provided by each attribute. There are two informations that can be obtained from conjoint analysis . First , consumer preference towards the attributes studied. Second , the utility value of each level in each attribute. In this case, conjoint analysis used for knowing the preference of students in choosing a shampoo product. Conjoint analytical processing results in this study informed that the main factor of students of FMIPA USU Strata-1 are hoping for kind of shampoo bottles 180 ml, beneficial hair loss, herbal aroma and black colour.