Conjoint Analysis Using Part-Worth Utility
DOI:
https://doi.org/10.55927/ajns.v4i1.24Keywords:
Conjoint analysis, Full-Profile, Non-Probability Sampling, Part-Worth UtilityAbstract
Conjoint analysis is a method used to understand consumer preferences for products and services. It is applied to identify the importance of each attribute based on consumer decisions. In this case, the value or weight of each attribute is required to determine the highest value that influences consumer decision-making. This study aims to analyze the method used in conjoint analysis and to examine the relationship between part-worth utility values and the attributes and levels in conjoint analysis. The method employed is the part-worth utility approach, which aims to identify the highest value of each attribute and highlight the combination of attributes that influence consumer decision-making. The results of the study show that part-worth utility provides coefficient estimates at each attribute level in conjoint analysis, thereby generating utility values and allowing for the determination of the relative importance of each attribute. The combination of conjoint analysis and part-worth utility methods produces clear and accurate relative importance values in measuring consumer preferences.
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