Analisa Faktor- Faktor Ketertarikan Konsumen terhadap Sepeda Motor Honda di Kota Medan Dengan Analisis Konjoin

Abstract

Conjoint analysis is a technique that is specifically used to understand how the desires or preferences of consumers to a product or service by measuring the level of usability and value of the relative importance of various attributes of a product. Conjoint analysis attempts to determine the relative importance attributed to the attributes that are important customers and utilities to which they attach to the level or attribute level. Conjoint procedure attempts to assign values to the level / levels of each attribute, so that the resulting value or utility that is attached to a suitable stimulus evaluation or as close as possible to the input given by the respondents. It is therefore very helpful Conjoint analysis in marketing research, especially to find out important or not an attribute and its levels at honda motorcycle. Conjoint analysis processing results in this study obtained information that the consumer interest factor in choosing a more honda motorcycle expects the product with 150CC-200cc Engine, Price <16,500,000, wheel sPOKE, Type Matic and red colors.