Journal article Open Access

Customer Preferences of Offline Store Atmosphere of Berry Benka with Conjoint Analysis Method

Magdalena Jessica; Andy Darmawan; David; Rumondang Puji Nur Suci

Blue Eyes Intelligence Engineering and Sciences Publication(BEIESP)

RESEARCH OBJECTIVES, to determine the customer preferences about how the ideal store looks like according to many aspects such as Exterior, General Interior, Store Layout, and Interior Display. RESEARCH METHODS that used is Conjoint analysis method. ANALYSIS using this Conjoint method can know which aspects among the components that have the most value and the combination as what is expected by the customer. RESULT ACHIEVED is generally for some aspects Berrybenka’s Offline Store have met customer expectation but not fully compliant. CONCLUSIONS that can be generated is the result can be used as reference data for the company to develop its store to maximize their performance. (MJ, AD, D).

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