Perancangan Atribut Identity Holder Pada Monze Leather Berdasarkan Preferensi Konsumen Dengan Metode Conjoint Analysis

Akbar Dwiki Setiawan, Husni Amani, Maria Dellarosawati

Abstract

Abstrak

Monze Leather merupakan suatu usaha mikro yang bergerak dibidang industri kerajinan kulit yang berbasis di kota Bandung. Monze Leather memiliki beberapa produk, diantaranya adalah identity holder, card holder, ikat pinggang, dan dompet. Yang menjadi fokus produk pada Monze Leather adalah identity holder. Preferensi konsumen menjadi hal yang penting dalam proses pengambilan keputusan, termasuk bagi konsumen Monze Leather serta berbagai pihak terkait yang beroperasi di dalam bidang fashion accesories. Penelitian ini menggunakan metode conjoint analysis yang bertujuan untuk mengetahui terkait preferensi konsumen terhadap atribut apa saja yang dianggap penting dalam pembelian identity holder di Monze Leather. Kegiatan penelitian ini dilaksanakan pada bulan Oktober sampai bulan Juni 2020 di wilayah kota Bandung. Penelitian survei menggunakan kuisioner yang disebar kepada 100 responden sesuai kriteria yang telah ditetapkan yakni responden yang sudah pernah membeli produk identity holder di Monze Leather. Atribut produk yang diamati terdiri dari harga, model, warna, fitur, dan material, lalu menemukan
ISSN : 2355-9365 e-Proceeding of Engineering : Vol.7, No.2 Agustus 2020 | Page 5658


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kombinasi atribut yang dianggap penting oleh konsumen. Hasil dari penelitian ini yaitu terbentuk kombinasi atribut yaitu harga “Rp 75.000 – Rp 99.000â€, warna “Kulit Asliâ€, model “Magnet Jepitâ€, fitur “Multifungsi dengan RFIDâ€, dan material “Kulit Suedeâ€.

Kata kunci: Konjoin, Preferensi Konsumen, Atribut, Monze Leather


Abstract: Monze Leather is a micro business engaged in the leather handicraft industry based in the city of Bandung. Monze Leather has several products, including identity holders, card holders, belts, and wallets. The product focus on Monze Leather is the identity holder. Consumer preference is important in the decision making process, including for Monze Leather consumers as well as various related Parties operating in the field of fashion accesories. This research uses the Conjoint Analysis method aimed at knowing the customer's preference to what attributes are considered important in the purchase of identity holders in Monze Leather. This research activity is conducted in October to June 2020 in the area of Bandung. The survey study used a questionnaire that was distributed to 100 respondents in accordance with the criteria set by the respondent who had already purchased the identity holder product in Monze Leather. The product attributes that were observed consisted of prices, models, colors, features, and materials, and found a combination of attributes deemed important by consumers. The result of this research is formed a combination of attributes, namely the price of "Rp 75,000 – Rp 99,000", color "Genuine Leather", model "Clamp Magnet", feature "Multifunction With RFID", and material "Suede Leather".

Keywords: Conjoint, Consumer Preference, Attributes, Monze Leather

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