A RECOMMENDATION AND CONSUMER PREFERENCES FOR ADVERTISING MEDIA OF A RETAIL COMPANY PROMO PRODUCT ON A RIDER’S JACKET OF A RIDESHARING COMPANY USING CHOICE-BASED CONJOINT

Abstract

Consumer preference analysis is needed to know the advertising media that have a big influence on consumers in making decisions to buy a product, the advertising media applied to rider’s jackets of a ridesharing company. Ride sharing services is a flexible type of advertising media. Flexible advertising media requires a product with fast turnover. Retail products are dominated by primary products with fast turnover. The Company’s rider jacket has a position variable with three levels; bottom, top and separated. Mostly retail products are food, beverage, personal, and household needs. The retail products displayed on the jacket can be 1-2 product(s), 3-6 products, and more than 6 products. Using these attributes and levels, the objective of this study is to get the best design or the best level combination for advertising media of retail promo product on a ridesharing rider's jacket by consumer preferences. To get the best combination of consumer preferences, Choice Based Conjoint method is used with the amount of 106 data. The data obtained is the preference of 106 respondents who once had experience of using the taxibike feature from the ridesharing application. The results of this analysis show the best level of position attribute is the bottom position, the best level of product type attribute is the type of product mixed or alternating and the best number of products to be plotted are 1-2 products.