Analyzing Consumer Preferences For Mie Gacoan Product Attributes Through Conjoint Analysis In Surabaya
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This study aimed to analyze consumer preferences toward Mie Gacoan product attributes in Surabaya using conjoint analysis. The research employed a survey method with 100 respondents selected through non-probability sampling. The attributes examined included noodle variants, menu completeness, payment method, and ordering type. The results showed that noodle variant was the most important attribute (42.42%), followed by menu completeness (28.15%), ordering type (17.83%), and payment method (11.60%). The highest utility values were found for Mie Gacoan's sweet-spicy flavour, the complete bundling package, dine-in service, and the cashless payment method. These findings indicate that product variety and service convenience significantly influence consumer purchasing decisions. The model demonstrated good predictive accuracy (p = 0.000), confirming the reliability of conjoint analysis in explaining consumer preferences.
Contribution to Sustainable Development Goals (SDGs):
SDG 8: Decent Work and Economic Growth
SDG 9: Industry, Innovation, and Infrastructure
SDG 12: Responsible Consumption and Production
SDG 17: Partnerships for the Goals
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