TY - JOUR
T1 - Indonesia consumer preferences on attributes of marketplace platform
T2 - a conjoint analysis approach
AU - Persada, Satria Fadil
AU - Nadlifatin, Reny
AU - Wibowo, Angelica Cintya Mannuela
AU - Setiyati, Etsa Astridya
AU - Belgiawan, Prawira Fajarindra
AU - Tri Prasetyo, Yogi
AU - Ong, Ardvin Kester S.
AU - Young, Michael Nayat
N1 - Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - The goal of this study is to find out what combination and number of features people prefer when selecting a marketplace platform. This study’s target objects are marketplace platforms, which are among the top three most used by Indonesians. Conjoint analysis is used to assess consumer preferences using specified marketplace attributes. Platform view, promo, payment method, marketplace type, delivery services, and reviews are the stated attributes. Non-probability purposive sampling techniques were used to acquire data on early 2023 and 100 respondents were participated. This is accomplished by providing questionnaires using online forms to Indonesian students who utilize the marketplace platform. This last research will determine the combination and level of qualities that students desire when selecting a marketplace platform. The payment method attribute was discovered to be the most influential on student preferences. The second attribute is marketplace, followed by promotions, delivery services, reviews, and platform appearance. Several ideas and techniques were shared.
AB - The goal of this study is to find out what combination and number of features people prefer when selecting a marketplace platform. This study’s target objects are marketplace platforms, which are among the top three most used by Indonesians. Conjoint analysis is used to assess consumer preferences using specified marketplace attributes. Platform view, promo, payment method, marketplace type, delivery services, and reviews are the stated attributes. Non-probability purposive sampling techniques were used to acquire data on early 2023 and 100 respondents were participated. This is accomplished by providing questionnaires using online forms to Indonesian students who utilize the marketplace platform. This last research will determine the combination and level of qualities that students desire when selecting a marketplace platform. The payment method attribute was discovered to be the most influential on student preferences. The second attribute is marketplace, followed by promotions, delivery services, reviews, and platform appearance. Several ideas and techniques were shared.
KW - Consumer Behaviour
KW - Consumers
KW - Elika Kordrostami, Rowan University Rohrer College of Business, United States
KW - Marketing
KW - Marketing Research
KW - attribute
KW - conjoint analysis
KW - marketplace
KW - preferences
UR - http://www.scopus.com/inward/record.url?scp=85195177886&partnerID=8YFLogxK
U2 - 10.1080/23311975.2024.2361868
DO - 10.1080/23311975.2024.2361868
M3 - Article
AN - SCOPUS:85195177886
SN - 2331-1975
VL - 11
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 2361868
ER -
