Analisis Penerimaan Konsumen terhadap Mobil Refurbished Menggunakan Maxdiff dan Choice-Based Conjoint

Budianto, Muhammad Faris (2026) Analisis Penerimaan Konsumen terhadap Mobil Refurbished Menggunakan Maxdiff dan Choice-Based Conjoint. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan pasar mobil bekas di Indonesia yang terus meningkat belum diikuti dengan standarisasi kualitas yang memadai, sehingga masih didominasi oleh mobil bekas konvensional dengan kondisi dan riwayat mobil yang beragam. Kondisi tersebut membuka peluang hadirnya mobil refurbished, yaitu mobil bekas yang telah melalui proses inspeksi, perbaikan, dan standarisasi kualitas sebelum dipasarkan kembali. Namun, tingkat penerimaan konsumen terhadap konsep mobil refurbished di Indonesia masih belum dipahami secara komprehensif. Penelitian ini bertujuan menganalisis penerimaan konsumen terhadap mobil refurbished melalui aspek switching intention, purchasing intention, dan willingness to pay. Data dikumpulkan melalui penyebaran kuesioner kepada masyarakat di Pulau Jawa yang memiliki mobil dan/atau berencana membeli mobil, kemudian dianalisis menggunakan Likert, MaxDiff, dan Choice-Based Conjoint (CBC). Hasil penelitian menunjukkan bahwa switching intention terutama dipengaruhi oleh beban pajak mobil baru, keterbukaan terhadap alternatif, dan kecenderungan beralih. Analisis MaxDiff mengidentifikasi legalitas dan eligible serta perbaikan kondisi dan kualitas sebagai faktor terpenting dalam membentuk purchasing intention. Sementara itu, analisis CBC menunjukkan bahwa riwayat servis dan grade kondisi mobil merupakan atribut yang paling memengaruhi keputusan pembelian. Simulasi market share menunjukkan bahwa mobil refurbished berpotensi memperoleh pangsa pasar hingga 25–26% pada konfigurasi atribut terbaik dan mampu bersaing dengan alternatif mobil bekas di pasar Indonesia. Hasil penelitian ini menunjukkan bahwa mobil refurbished memiliki potensi pasar yang menjanjikan sebagai salah satu implementasi ekonomi sirkular di sektor otomotif Indonesia. =======================================================================================================================================
The continuous growth of Indonesia's used car market has not been accompanied by adequate quality standardization, with the market still dominated by conventional used cars that vary considerably in condition and service history. This situation creates an opportunity for refurbished used cars, which are pre-owned vehicles that undergo comprehensive inspection, repair, and quality standardization before being reintroduced to the market. However, consumer acceptance of refurbished cars in Indonesia remains insufficiently understood. This study aims to analyze consumer acceptance of refurbished cars through the perspectives of switching intention, purchasing intention, and willingness to pay. Data were collected through a questionnaire survey of individuals residing in Java who currently own a car and/or intend to purchase one. The data were analyzed using Likert, MaxDiff, and Choice-Based Conjoint (CBC). The results indicate that switching intention is primarily influenced by the burden of new car taxes, openness to alternatives, and consumers' tendency to switch. MaxDiff analysis identified legal eligibility and improvements in vehicle condition and quality as the most influential factors driving purchasing intention. Meanwhile, CBC analysis revealed that service history and vehicle condition grade are the most influential product attributes affecting purchase decisions. Market share simulations demonstrate that refurbished cars have the potential to achieve a market share of 25–26% under the optimal attribute configuration and can effectively compete with existing used-car alternatives in the Indonesian market. These findings suggest that refurbished cars represent a promising market opportunity and have the potential to support the implementation of a circular economy in Indonesia's automotive sector

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Switching Intention, Purchasing Intention, Willingness to Pay, Maxdiff, Choice-Based Conjoint
Subjects:	H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HA Statistics > HA31.7 Estimation H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Faris Budianto
Date Deposited:	30 Jul 2026 02:23
Last Modified:	30 Jul 2026 02:23
URI:	http://repository.its.ac.id/id/eprint/139997

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