Articles

Customer Preference Analysis on Attributes of Toyota’s EV Shuttles Using Conjoint Approach: A Business Case of the Stones Hotel Bali Collaboration Project

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This study examines Indonesia’s efforts to achieve Net Zero Emissions (NZE) by 2060, with a specific focus on Bali’s pioneering initiatives to reach NZE by 2045. The research primarily investigates sustainable mobility solutions in the tourism sector as an approach to accomplish this goal. The study analyzes customer preferences for Toyota’s xEV (BEV/PHEV/HEV) shuttle services at The Stones Hotel Bali. The objective is to support the hotel in differentiating itself through sustainable practices and support Toyota Indonesia to develop xEV products that are suitable for the market. The study employs Choice-Based Conjoint (CBC) analysis to assess five key attributes: EV rent price, capacity, technology, CO2 emission reduction, and baggage capacity. The results indicate that the most significant attributes affecting customer choices are EV rent price (33.18%), capacity (24.97%), and CO2 emission reduction (18.84%) are the most influential factors in customer decision-making, followed by baggage capacity (15.63%) and EV technology (7.38%). These insights provide a foundation for developing targeted marketing programs and product offerings that align with customer preferences and Bali’s NZE goals, while supporting the broader transition to sustainable transportation in Indonesia’s tourism industry.

Consumer Preferences of Ginger, Curcumin, and Cinnamon-Based Instant Herbal Beverages during Covid-19 Pandemic

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The demand for functional beverage products has increased during the COVID-19 pandemic. Due to competition in the market, manufacturers need to innovate on product attributes. One of herbal beverages innovation is instant beverages made from ginger, curcumin, and cinnamon. This product also enriched with sugar, lemongrass and others natural ingredients. The new formulation of this beverages encourage the need for study on the level of consumer preferences for products. Thus, this study aimed to analyze the order of attributes of instant herbal beverages based on the level of consumer interest and the combination of attribute levels of the product according to consumer preferences. The results of consumer preferences were known through conjoint analysis of respondents in Yogyakarta Province, Indonesia. In this study, four attributes were used, namely packaging, taste, color, and price. The results showed that the order of attributes based on the importance values according to consumer preferences for the products were price (35.54%), taste (30.03%), color (18.39%), and packaging (16.04%). While the results of the combination of attribute levels that were most preferred by consumers are canned packaging, very strong taste, bright color, and price IDR 75,000.

The demand for functional beverage products has risen dramatically during the COVID-19 pandemic. As a result of market competitiveness, producers must innovate on product attributes. Instant beverages prepared from ginger, curcumin, and cinnamon are one herbal beverage innovation produced by one of herbal company in Yogyakarta.

Customer Preference Analysis on Attributes of Hybrid Electric Vehicle: A Choice-based Conjoint Approach

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Hybrid Electric Vehicle (HEV) have been introduced on the Indonesian market since the 2000s in an effort to minimize emissions from the country’s automotive industry. Using a conjoint analysis approach, the objective of this study was to determine the most preferred combination of HEV attributes. This study assessed whether a variety of attributes, such as (1) vehicle pricing, (2) driving range, (3) consumption level, (4) emission level, and (5) HEV policies, had the most influence on purchasing decisions. A conjoint analysis and a choice-based survey design were utilized to determine respondents’ preferences for HEV. The results revealed that price was the attribute that influenced respondents’ purchase decisions the most (39,7%), followed by policy (22%), emission (15,9%), consumption (13,7%), and driving range (8,7%) being the least preferred. Automotive companies will benefit from the findings of this study about customer preferences for HEV attributes. Lastly, the findings of this study can be used to research electric vehicles conducted around the world.