Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326313 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2361868 [Year:] 2024 [Pages:] 1-15
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The goal of this study is to find out what combination and number of features people prefer when selecting a marketplace platform. This study’s target objects are marketplace platforms, which are among the top three most used by Indonesians. Conjoint analysis is used to assess consumer preferences using specified marketplace attributes. Platform view, promo, payment method, marketplace type, delivery services, and reviews are the stated attributes. Non-probability purposive sampling techniques were used to acquire data on early 2023 and 100 respondents were participated. This is accomplished by providing questionnaires using online forms to Indonesian students who utilize the marketplace platform. This last research will determine the combination and level of qualities that students desire when selecting a marketplace platform. The payment method attribute was discovered to be the most influential on student preferences. The second attribute is marketplace, followed by promotions, delivery services, reviews, and platform appearance. Several ideas and techniques were shared.
Subjects: 
attribute
conjoint analysis
Consumers
marketplace
preferences
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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