Penerapan Metode Choice Based Conjoint (CBC) pada Studi Kasus Asrama Mahasiswa TPB IPB.

Abstract

Conjoint experiment is a technique to understand consumer’s preference toward products or services by measuring overall utility and relative importance result of various product attributes. Choice Based Conjoint (CBC) is a type of conjoint experiments based on choices and used to obtain the concept of product preferred by respondents. In IPB’s Common First Year (TPB) dormitories, there were students who did not live in it because they felt uncomfortable with dormitory’s condition. This research held to obtain the boarding concepts expected by students using the CBC experiment. The attributes that considered as influencing factors of living in dormitories based on Relative Importance Result (NRP) were the amount of the occupants, the availability of clean water, and the change of beds/pillows. The dormitory concept with the highest Total Utility Values (NKT) is the concept with the curvew at 21.00 WIB, the beds and pillows change every 5 year, the bathrooms is cleaned every week, there are 3 irons in every corridor, the water always clean and available, and the occupants in every room are 4 person (versi 1, task 4, konsep 1).