Tjahjaningrum, Ramadhanty (2026) Analisis Preferensi Pelanggan dalam Memilih Unit Pelayanan Kesehatan Hewan di Kota Surabaya dengan Analisis Konjoin. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 6032242006-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6032242006-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (20MB) | Request a copy |
Abstract
Pertumbuhan jumlah pemilik hewan peliharaan di Kota Surabaya telah meningkatkan kebutuhan terhadap layanan kesehatan hewan yang berkualitas, namun kajian kuantitatif mengenai atribut layanan yang paling memengaruhi preferensi pelanggan masih terbatas. Penelitian ini bertujuan untuk mengkaji atribut layanan yang paling memengaruhi preferensi pelanggan untuk memilih unit pelayanan kesehatan hewan di Kota Surabaya serta menganalisis pengaruh dan hubungan faktor demografis terhadap keputusan tersebut. Penelitian ini menggunakan metode analisis konjoin dengan responden sejumlah 392 responden. Analisis dilanjutkan dengan regresi logistik ordinal, serta uji korelasi Spearman dan Kendall Tau. Hasil penelitian menunjukkan bahwa atribut harga merupakan faktor paling berpengaruh dengan nilai relative importance sebesar 52,227, diikuti oleh lokasi layanan (15,511), dan jam operasional (12,757). Atribut lainnya seperti fasilitas tambahan, pengalaman dokter, dan fasilitas diagnostik memiliki tingkat kepentingan yang relatif lebih rendah. Hasil analisis demografis menunjukkan bahwa pendapatan memiliki pengaruh dan hubungan yang konsisten terhadap preferensi pelanggan, sedangkan usia dan jenis kelamin tidak menunjukkan pengaruh dan hubungan signifikan terhadap preferensi pelanggan. Implikasi penelitian ini menyarankan bahwa penyedia layanan di Surabaya bisa memprioritaskan strategi biaya dan aksesibilitas lokasi untuk memenangkan pasar.
=====================================================================================================================================
The growth in the number of pet owners in Surabaya has increased the demand for quality animal health services; however, quantitative studies regarding the service
attributes that most influence customer preferences remain limited. This study aims to examine the service attributes that most significantly affect customer preferences in
choosing animal health service units in Surabaya and to analyze the influence and relationship of demographic factors on these decisions. This research utilizes the conjoint analysis method with a total of 392 respondents. The analysis is further extended using ordinal logistic regression, as well as Spearman and Kendall’s Tau correlation tests. The results indicate that the price attribute is the most influential factor, with a relative
importance value of 52.227, followed by service location (15.511) and operational hours (12.757). Other attributes, such as additional facilities, veterinarian experience, and
diagnostic facilities, possess relatively lower levels of importance. Demographic analysis reveals that income has a consistent influence and relationship with customer preferences, whereas age and gender do not show significant influence or relationships. The implications of this research suggest that service providers in Surabaya should prioritize cost strategies and location accessibility to secure market share.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Analisis Konjoin, Atribut Layanan, Faktor Demografis, Preferensi Pelanggan, Unit Pelayanan Kesehatan Hewan, Conjoint Analysis Customer Preferences, Demographic Factors, Service Attributes, Veterinary Health Service Units |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Ramadhanty Tjahjaningrum |
| Date Deposited: | 10 Jul 2026 07:40 |
| Last Modified: | 10 Jul 2026 08:02 |
| URI: | http://repository.its.ac.id/id/eprint/134627 |
Actions (login required)
 |
View Item |