Analisis Konjoin Keputusan Pembelian Pertamax Green 95 di Jawa Barat

Windoko, Sindhu Priyo (2025) Analisis Konjoin Keputusan Pembelian Pertamax Green 95 di Jawa Barat. Masters thesis, Institut Teknologi Sepuluh November.

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Abstract

Pertamax Green 95 adalah produk bioethanol pertama di Indonesia. Untuk meningkatkan penjualan, PT Pertamina (Persero) mengambil strategi memperkenalkan produk lewat penambahan jumlah SPBU yang menjual. Penelitian terdahulu di luar Indonesia terhadap produk sejenis menyebutkan kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran berpengaruh signifikan terhadap keputusan membeli. Adapun pengaruh influencer memiliki tingkat kepentingan yang paling tinggi di luar Indonesia. Penelitian ini akan mengkonfirmasi penelitian terdahulu dan mengetahui nilai kepentingan diantara variabel kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran. Metode yang digunakan untuk mengetahui tingkat kepentingan konsumen membeli Pertamax Green 95 adalah analisis konjoin. Responden penelitian ini berjumlah 298 responden yang tersebar di wilayah di Jawa Barat. Hasil penelitian ini menunjukan bahwa kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran berpengaruh signifikan terhadap keputusan pembelian. Dapat diartikan konsumen Jawa Barat memilih Pertamax Green 95 karena kualitas produk sesuai dengan teknologi kendaraan saat ini, karena kualitas pelayanan operator SPBU yang memberikan perbandingan dengan produk lain, karena pengaruh oleh influencer terkenal di media sosial, dan dapat membeli melalui aplikasi MyPertamina. Level of Importance dari variabel yang diteliti menunjukan kualitas produk memiliki tingkat kepentingan yang paling tinggi dengan nilai 40,323. Oleh karena itu perusahaan harus menjaga kualitas produk dengan pemeriksaan kualitas produk secara berkala dan memberikan layanan after sales service yang baik.
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Pertamax Green 95 is the first bioethanol product in Indonesia. To increase sales, PT Pertamina (Persero) took a strategy to introduce the product by increasing the number of gas stations that sell it. Previous research outside Indonesia on similar products stated that product quality, service quality, influencer influence, and payment methods have a significant effect on purchasing decisions. The influence of influencers has the highest level of importance outside Indonesia. This study will confirm previous research and determine the value of importance between the variables of product quality, service quality, influencer influence, and payment methods. The method used to determine the level of consumer interest in buying Pertamax Green 95 is conjoint analysis. In this study, conjoint analysis was used to see the level of importance of consumer decisions when buying Pertamax Green 95. The respondents of this study were 298 respondents spread across West Java. The results of this study indicate that product quality, service quality, influencer influence, and payment methods have a significant effect on purchasing decisions. It can be interpreted that West Java consumers choose Pertamax Green 95 because the product quality is in accordance with current vehicle technology, because the quality of service of gas station operators who provide comparisons with other products, because the influence of famous influencers on social media, and it can buy through the MyPertamina application. The Level of Importance of the variables studied shows that product quality has the highest level of importance with a value of 40.323. Therefore, the company must maintain product quality by checking product quality periodically and providing good after-sales service.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Analisa Konjoin, Keputusan Pembelian, Pertamax Green 95, Conjoint Analysis, Purchasing Decisions, Pertamax Green 95
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Sindhu Priyo Windoko
Date Deposited:	22 Jul 2025 02:20
Last Modified:	22 Jul 2025 02:20
URI:	http://repository.its.ac.id/id/eprint/120406

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