Identifikasi Preferensi Konsumen pada Pembelian Produk Skincare menggunakan Analisis Konjoin

Abstract

Skincare products are beauty care products used to prevent, improve, and treat skin problems such as acne, acne scars, blemishes, or to brighten the skin, treat dark skin, delay aging, or brighten the skin. The purpose of this study was to determine consumer preferences for purchasing skincare products based on three main characteristics, namely product origin (local or international), product benefits (brightening, moisturizing, anti-aging), and price. Data were analyzed using a conjoint analysis approach to determine consumer preferences in choosing skincare products. The results of the analysis showed that the products most preferred by consumers were local products that were useful for brightening the skin, with prices below fifty thousand. The majority of respondents were women who lived on the island of Java, with an average age of 23 years 9 months and were students. They purchased skincare products once every one to two months. Based on the model obtained, it shows that the benefits and origin of the product are more considered than the price.