Customer Preferences of Offline Store Atmosphere of Berry Benka with Conjoint Analysis Method
Magdalena Jessica1, Andy Darmawan2, David3, Rumondang Puji Nur Suci4
1Magdalena Jessica, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia.
2Andy Darmawan, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia.
3David, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia.
4Rumondang Puji Nur Suci*, Management Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia.
Manuscript received on July 02, 2020. | Revised Manuscript received on July 10, 2020. | Manuscript published on August 30, 2020. | PP: 82-88 | Volume-9 Issue-6, August 2020. | Retrieval Number: B2882129219/2020©BEIESP | DOI: 10.35940/ijeat.B2882.089620
Open Access | Ethics and Policies | Cite | Mendeley
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: RESEARCH OBJECTIVES, to determine the customer preferences about how the ideal store looks like according to many aspects such as Exterior, General Interior, Store Layout, and Interior Display. RESEARCH METHODS that used is Conjoint analysis method. ANALYSIS using this Conjoint method can know which aspects among the components that have the most value and the combination as what is expected by the customer. RESULT ACHIEVED is generally for some aspects Berrybenka’s Offline Store have met customer expectation but not fully compliant. CONCLUSIONS that can be generated is the result can be used as reference data for the company to develop its store to maximize their performance. (MJ, AD, D).
Keywords: Customer Preferences, Conjoint analysis, Offline Store.