Customer Preference of Attributes of Skema Wooden Chair Furniture
Abstract
The purpose of this research was to find the preferred combination of attributes regarding wooden chair furniture. The subject of this research was Skema Furniture, a Surabaya-based furniture developer since 2016. Variables in this research were acquired through a pre-survey with twenty of Skema Furniture’s previous customers. The attributes were form, seat cushion, customization and wood finish. The form attribute had two levels: curvilinear and rectilinear. The seat cushion attribute had two levels: using a seat cushion and not using a seat cushion. The customization attribute had two levels: the ability to customize and otherwise. The wood finish attribute had two levels: natural finish and solid color finish. Conjoint analysis was used. The sample of 134 people were past consumers of Skema Furniture from the age of 25 to 54. The sample needed for this research, using the Slovin formula, with a 0.05 error tolerance, was around 100 people. The research was conducted via an online survey, due to the COVID-19 pandemic. This research concluded that the most preferred wooden chair furniture was that with a curvilinear form, without a seat cushion, able to be customized, and with a solid color finish. The variables that were most important for the consumers were wood finish and form. This study only describes the preferences of the buyer and user of the furniture chair products. The wooden chair furniture in this research is not specified to any function of a chair.
Keywords: customer preference, Skema Furniture, wooden chair furniture
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