Analisis Konjoin Keputusan Pembelian Pertamax Green 95 di Jawa Barat

Authors

  • Sindhu Priyo Windoko Institut Teknologi Sepuluh Nopember, Indonesia
  • Muhammad Saiful Hakim Institut Teknologi Sepuluh Nopember, Indonesia
  • Bustanul Arifin Noer Institut Teknologi Sepuluh Nopember, Indonesia
  • Lissa Rosdiana Noer Institut Teknologi Sepuluh Nopember, Indonesia

DOI:

https://doi.org/10.58344/locus.v4i9.4279

Keywords:

Analisa Konjoin, Keputusan Pembelian, Bioetanol

Abstract

Produk Pertamax Green 95 mulai dikenalkan di Indonesia. Untuk meningkatkan penjualan, Perusahaan mengambil strategi memperkenalkan produk lewat influencer. Di Provinsi DKI tidak terjadi kenaikan penjualan walaupun sudah menerapkan strategi pengenalan produk lewat influencer. Provinsi Jawa Barat menjadi target ekspansi selanjutnya. Penelitian terdahulu menyebutkan kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran. Penelitian ini akan mengkonfirmasi penelitian terdahulu sekaligus memberi masukan kepada perusahaan mengenai variabel yang dianggap penting oleh konsumen di Jawa Barat. Variabel yang diteliti adalah kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran. Dalam penelitian ini analisis konjoin digunakan untuk melihat tingkat kepentingan keputusan konsumen saat membeli Pertamax Green 95. Penelitian ini melibatkan 298 responden di berbagai kota dan kabupaten di Jawa Barat. Hasil penelitian ini menunjukan bahwa masing-masing variabel memiliki hubungan mandiri terhadap keputusan pembelian. Konsumen Jawa Barat memilih Pertamax Green 95 karena sesuai dengan teknologi kendaraan saat ini, karena operator bisa memberikan perbandingan dengan produk lain, karena pengaruh oleh influencer terkenal di media sosial, dan membeli melalui aplikasi pembayarankarena sering mendapatkan promosi menarik. Level of Importance dari variabel yang diteliti menunjukan kualitas produk memiliki tingkat kepentingan yang paling tinggi dengan nilai 40,323. Konsumen Jawa Barat memilih produk berdasarkan kualitas sehingga perusahaan harus menjaga kualitas produk.

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Published

2025-09-09

Issue

Vol. 4 No. 9 (2025): : JURNAL LOCUS: Penelitian dan Pengabdian

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Articles

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Copyright (c) 2025 Sindhu Priyo Windoko, Muhammad Saiful Hakim, Bustanul Arifin Noer, Lissa Rosdiana Noer

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