Determining Marketing Strategy for Coffee Shops with Conjoint Analysis

Yogi Tri Prasetyo; Krisna Chandra Susanto; Sheree Mae A. Asiddao; Omar Paolo Benito; Jui Hao Liao; Michael Nayat Young; Satria Fadil Persada; Reny Nadlifatin

doi:10.1109/IEEM58616.2023.10406308

Determining Marketing Strategy for Coffee Shops with Conjoint Analysis

Yogi Tri Prasetyo
, Krisna Chandra Susanto
, Sheree Mae A. Asiddao
, Omar Paolo Benito
, Jui Hao Liao
, Michael Nayat Young
, Satria Fadil Persada
, Reny Nadlifatin

Laboratory of Information System Management

Yuan Ze University
Mapua University
Bina Nusantara University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

2 Citations (Scopus)

Abstract

Coffee has become an important part of any individual nowadays. The purpose of this study is to determine the marketing strategy for the coffee shops. This study uses several coffee attributes such as coffee type, sugar level, temperature, coffee beans, and frappe were analyzed by utilizing a conjoint approach. A questionnaire was utilized for this research which collected 500 respondents. Conjoint analysis showed that sugar level was the most important coffee attribute (43.013%), followed by temperature (37.75%), coffee type (14.701%), coffee beans (2.601%), and frappe (1.936%). Interestingly, cold cappuccino with Arabica coffee bean, less sugar, and with frappe was found to be the best combination for marketing strategy. This study can be utilized for developing the marketing strategy of coffee shops. By Understanding the relationship between the factors, coffee shops can find out which factors influence customers the most.

Original language	English
Title of host publication	2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	1370-1373
Number of pages	4
ISBN (Electronic)	9798350323153
DOIs	https://doi.org/10.1109/IEEM58616.2023.10406308
Publication status	Published - 2023
Event	2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023 - Singapore, Singapore Duration: 18 Dec 2023 → 21 Dec 2023

Publication series

Name	2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023

Conference

Conference	2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
Country/Territory	Singapore
City	Singapore
Period	18/12/23 → 21/12/23

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10.1109/IEEM58616.2023.10406308

Cite this

Prasetyo, Y. T., Susanto, K. C., Asiddao, S. M. A., Benito, O. P., Liao, J. H., Young, M. N., Persada, S. F., & Nadlifatin, R. (2023). Determining Marketing Strategy for Coffee Shops with Conjoint Analysis. In 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023 (pp. 1370-1373). (2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/IEEM58616.2023.10406308

Prasetyo, Yogi Tri ; Susanto, Krisna Chandra ; Asiddao, Sheree Mae A. et al. / Determining Marketing Strategy for Coffee Shops with Conjoint Analysis. 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023. Institute of Electrical and Electronics Engineers Inc., 2023. pp. 1370-1373 (2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023).

@inproceedings{86c7529350f446fe86a3eec176b0152a,

title = "Determining Marketing Strategy for Coffee Shops with Conjoint Analysis",

abstract = "Coffee has become an important part of any individual nowadays. The purpose of this study is to determine the marketing strategy for the coffee shops. This study uses several coffee attributes such as coffee type, sugar level, temperature, coffee beans, and frappe were analyzed by utilizing a conjoint approach. A questionnaire was utilized for this research which collected 500 respondents. Conjoint analysis showed that sugar level was the most important coffee attribute (43.013\%), followed by temperature (37.75\%), coffee type (14.701\%), coffee beans (2.601\%), and frappe (1.936\%). Interestingly, cold cappuccino with Arabica coffee bean, less sugar, and with frappe was found to be the best combination for marketing strategy. This study can be utilized for developing the marketing strategy of coffee shops. By Understanding the relationship between the factors, coffee shops can find out which factors influence customers the most.",

author = "Prasetyo, \{Yogi Tri\} and Susanto, \{Krisna Chandra\} and Asiddao, \{Sheree Mae A.\} and Benito, \{Omar Paolo\} and Liao, \{Jui Hao\} and Young, \{Michael Nayat\} and Persada, \{Satria Fadil\} and Reny Nadlifatin",

note = "Publisher Copyright: {\textcopyright} 2023 IEEE.; 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023 ; Conference date: 18-12-2023 Through 21-12-2023",

year = "2023",

doi = "10.1109/IEEM58616.2023.10406308",

language = "English",

series = "2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023",

publisher = "Institute of Electrical and Electronics Engineers Inc.",

pages = "1370--1373",

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address = "United States",

}

Prasetyo, YT, Susanto, KC, Asiddao, SMA, Benito, OP, Liao, JH, Young, MN, Persada, SF & Nadlifatin, R 2023, Determining Marketing Strategy for Coffee Shops with Conjoint Analysis. in 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023. 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023, Institute of Electrical and Electronics Engineers Inc., pp. 1370-1373, 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023, Singapore, Singapore, 18/12/23. https://doi.org/10.1109/IEEM58616.2023.10406308

Determining Marketing Strategy for Coffee Shops with Conjoint Analysis. / Prasetyo, Yogi Tri; Susanto, Krisna Chandra; Asiddao, Sheree Mae A. et al.
2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023. Institute of Electrical and Electronics Engineers Inc., 2023. p. 1370-1373 (2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T1 - Determining Marketing Strategy for Coffee Shops with Conjoint Analysis

AU - Prasetyo, Yogi Tri

AU - Susanto, Krisna Chandra

AU - Asiddao, Sheree Mae A.

AU - Benito, Omar Paolo

AU - Liao, Jui Hao

AU - Young, Michael Nayat

AU - Persada, Satria Fadil

AU - Nadlifatin, Reny

PY - 2023

Y1 - 2023

N2 - Coffee has become an important part of any individual nowadays. The purpose of this study is to determine the marketing strategy for the coffee shops. This study uses several coffee attributes such as coffee type, sugar level, temperature, coffee beans, and frappe were analyzed by utilizing a conjoint approach. A questionnaire was utilized for this research which collected 500 respondents. Conjoint analysis showed that sugar level was the most important coffee attribute (43.013%), followed by temperature (37.75%), coffee type (14.701%), coffee beans (2.601%), and frappe (1.936%). Interestingly, cold cappuccino with Arabica coffee bean, less sugar, and with frappe was found to be the best combination for marketing strategy. This study can be utilized for developing the marketing strategy of coffee shops. By Understanding the relationship between the factors, coffee shops can find out which factors influence customers the most.

AB - Coffee has become an important part of any individual nowadays. The purpose of this study is to determine the marketing strategy for the coffee shops. This study uses several coffee attributes such as coffee type, sugar level, temperature, coffee beans, and frappe were analyzed by utilizing a conjoint approach. A questionnaire was utilized for this research which collected 500 respondents. Conjoint analysis showed that sugar level was the most important coffee attribute (43.013%), followed by temperature (37.75%), coffee type (14.701%), coffee beans (2.601%), and frappe (1.936%). Interestingly, cold cappuccino with Arabica coffee bean, less sugar, and with frappe was found to be the best combination for marketing strategy. This study can be utilized for developing the marketing strategy of coffee shops. By Understanding the relationship between the factors, coffee shops can find out which factors influence customers the most.

UR - https://www.scopus.com/pages/publications/85186093507

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DO - 10.1109/IEEM58616.2023.10406308

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BT - 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023

PB - Institute of Electrical and Electronics Engineers Inc.

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ER -

Prasetyo YT, Susanto KC, Asiddao SMA, Benito OP, Liao JH, Young MN et al. Determining Marketing Strategy for Coffee Shops with Conjoint Analysis. In 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023. Institute of Electrical and Electronics Engineers Inc. 2023. p. 1370-1373. (2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023). doi: 10.1109/IEEM58616.2023.10406308

Determining Marketing Strategy for Coffee Shops with Conjoint Analysis

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