Designing Improvements to the Product Attributes of Sling Bags Based on Consumer Preferences Using the Conjoint Analysis Method

Abstract

The Covid-19 pandemic, which ended in early 2023, has increased people's needs and provided new
opportunities for businesses in the clothing/fashion sector. The object of this research is a company that
offers various bag products such as backpacks, sling bags, hand bags and others. However, one of the
company's product categories, namely sling bags, experienced a decline in sales during 2022. The
competition of companies engaged in clothing/fashion makes the company have to maintain its business.
The purpose of this research is to design improvements to sling bag product attributes based on consumer
preferences. The Conjoint Analysis method is used to determine consumer preferences for sling bag product
attributes so as to improve purchasing decisions and retain company customers. The number of samples used
was 93 respondents with the majority of students aged 18-35 years. The final results of the study are the
most important attributes and attribute level utility values, namely neutral color attributes (black, gray,
white), price attributes IDR 80,000-Rp160,000, small size attributes 2.3 L (24 x 16 x 6 cm), canvas material
attributes, hobo bag model attributes, and feature attributes, namely 3-4 partitions, waterproof, and
permanent straps. The results of the study can be used to provide an overview of the company's consumer
preferences in sling bag products and can be a consideration for companies in releasing new products.