Strategy Development To Enhance Indonesian Customer Acceptance Of Remanufactured Household Refrigerator

Handayani, Siwi Mauliddia (2026) Strategy Development To Enhance Indonesian Customer Acceptance Of Remanufactured Household Refrigerator. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transisi menuju penerapan ekonomi sirkular di Indonesia memerlukan pemahaman yang lebih mendalam mengenai penerimaan konsumen terhadap peralatan rumah tangga remanufaktur, khususnya kulkas, yang hingga saat ini masih relatif kurang diteliti dibandingkan dengan produk elektronik lainnya. Kulkas merupakan objek yang tepat dijadikan objek penelitian karena memiliki potensi remanufaktur yang tinggi, dampak lingkungan yang signifikan, serta tingkat keterlibatan konsumen yang tinggi dalam pengambilan keputusan pembelian. Penelitian ini bertujuan untuk mengidentifikasi, mengukur, dan menerjemahkan faktor yang mendorong konsumen untuk beralih, membeli, dan membayar produk kulkas remanufaktur. Faktor-faktor tersebut kemudian diterjemahkan dalam rekomendasi strategis untuk meningkatkan penerimaan konsumen terhadap produk kulkas remanufaktur. Tahap pertama mengintegrasikan Systematic Literature Review dengan MaxDiff (Best Worst Scaling), Choice-Based Conjoint Analysis, dan Latent Class Analysis untuk mengestimasi utilitas pada tingkat atribut serta mengidentifikasi segmen konsumen yang heterogen berdasarkan niat berpindah, niat membeli, dan kesediaan membayar. Tahap kedua menerjemahkan temuan empiris tersebut ke dalam strategi pemasaran yang aplikatif menggunakan kerangka 4C (Customer Value, Customer Cost, Communication, Convenience). Hasil penelitian ini diharapkan dapat memberikan wawasan mengenai faktor-faktor utama yang memengaruhi penerimaan konsumen serta implikasi strategis bagi pelaku remanufaktur, pembuat kebijakan, dan praktisi keberlanjutan dalam mendukung adopsi kulkas remanufaktur di Indonesia.
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The transition toward the implementation of a circular economy in Indonesia requires a deeper understanding of consumer acceptance of remanufactured household appliances, particularly refrigerators, which have received relatively limited research attention compared to other electronic products. Refrigerators represent an appropriate research object due to their high remanufacturing potential, significant environmental impacts, and the high level of consumer involvement in purchase decision-making. This study aims to identify, measure, and translate the factors that influence consumers' switching intention, purchase intention, and willingness to pay for remanufactured refrigerators. The factors then wil be translated into strategic recommendations to enhance customer acceptance of remanufactured refrigerator.. The first stage integrates a Systematic Literature Review, MaxDiff (Best–Worst Scaling), Choice-Based Conjoint Analysis, and Latent Class Analysis to estimate attribute-level utilities and identify heterogeneous consumer segments based on switching intention, purchase intention, and willingness to pay. The second stage translates these empirical findings into practical marketing strategies using the 4C framework (Customer Value, Customer Cost, Communication, and Convenience). The findings are expected to provide insights into the key factors influencing consumer acceptance and offer strategic implications for remanufacturers, policymakers, and sustainability practitioners in promoting the adoption of remanufactured refrigerators in Indonesia.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	remanufaktur, lemari es, ekonomi sirkular, preferensi konsumen, CBC, Best Worst Scaling, Latent Class Analysis, 4C, kesediaan membayar remanufaktur, lemari es, ekonomi sirkular, preferensi konsumen, CBC, Best Worst Scaling, Latent Class Analysis, 4C, kesediaan membayar =========================================================== remanufacturing, refrigerator, circular economy, consumer preference, CBC, Best–Worst Scaling, Latent Class Analysis, 4C, willingness to pay
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Siwi Mauliddia Handayani
Date Deposited:	04 Aug 2026 08:17
Last Modified:	04 Aug 2026 08:17
URI:	http://repository.its.ac.id/id/eprint/143544

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