Penerapan Analisis Konjoin Dan Regresi Logistik Pada Preferensi Dan Keputusan Konsumen Mie Gacoan Di Yogyakarta
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https://doi.org/10.32665/statkom.v4i2.5779Keywords:
Conjoint Analysis, Gacoan Noodles, Consumer Preferences, Logistic RegressionAbstract
Background: The rapid expansion of Mie Gacoan outlets in various cities, including Yogyakarta, reflects strong consumer interest in culinary products that offer diverse flavors and affordable prices. This phenomenon highlights the importance of understanding product attributes that influence consumer preferences and purchasing decisions.
Objective: This study aims to identify the attributes that affect consumer preferences and purchasing decisions for Mie Gacoan in Yogyakarta.
Methods: Data were collected from 115 respondents and analyzed using conjoint analysis and logistic regression. Five product attributes were evaluated: spiciness level, price, service, dining area, and type of noodle.
Results: The conjoint analysis indicates that spiciness level has the highest importance value (36.670%), followed by service (28.381%), type of noodle (12.132%), price (11.912%), and dining area (10.906%). Logistic regression analysis shows that spiciness level and price have a significant effect on purchasing decisions, with coefficients of 0.432 and 0.727 and odds ratios of 1.541 and 2.068, respectively.
Conclusion: Overall, the findings demonstrate that spiciness level and price are the most influential attributes in actual purchasing decisions, even though other attributes also shape consumer preferences.
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