Epha Diana Supandi, Fitri Rochmiyani

A Full-Profile Conjoint Analysis to Identify University Students’ Preferences Toward Food Delivery Services

Introduction

A full-profile conjoint analysis to identify university students’ preferences toward food delivery services. Analyze university students' preferences for food delivery services. Conjoint analysis reveals price, service type, and quality are key factors for providers.

Abstract

The rapid development of digital technology has transformed consumer behavior, particularly in fulfilling food needs through online food delivery services. University students represent one of the most active user groups due to their high mobility and preference for practical lifestyles. This study aims to analyze students’ preferences toward food delivery service attributes and to identify the most influential factors in determining their choices. The research involved 100 respondents from the Faculty of Science and Technology, Universitas Islam Negeri Sunan Kalijaga Yogyakarta, using the traditional conjoint analysis method with a full-profile design approach. Six attributes were examined: type of service, price, payment method, courier service, food quality, and service quality. The results indicate that price has the highest level of importance (25.401%), followed by type of service (22.230%), service quality (16.231%), courier service (15.926%), payment method (10.960%), and food quality (9.252%). The most preferred combination of attributes includes GrabFood or GoFood services with promotional prices, uniformed couriers, diverse food options, and fast delivery. These findings suggest that promotional pricing strategies and service quality improvements are key factors for online food delivery providers to enhance customer satisfaction and attract student users.

Review

This study provides a timely and relevant analysis of university students' preferences toward online food delivery services, a critical and rapidly evolving segment of consumer behavior. The authors accurately position university students as a key demographic due to their lifestyle and mobility, making the research highly pertinent for understanding market dynamics in the digital age. The application of full-profile conjoint analysis is an appropriate and robust methodological choice for dissecting complex preferences and identifying the underlying utility of various service attributes, thereby fulfilling the study's well-defined objective of analyzing preferences and identifying influential factors. The methodology, involving 100 respondents from a specific university faculty, systematically examined six key attributes: type of service, price, payment method, courier service, food quality, and service quality. The findings are clear and decisive, highlighting price as the most significant factor, closely followed by the type of service, which speaks to both cost-consciousness and brand preference among students. The detailed breakdown of attribute importance and the identification of a preferred attribute combination – including GrabFood/GoFood services, promotional prices, uniformed couriers, diverse food options, and fast delivery – offers concrete, actionable insights for service providers aiming to tailor their offerings effectively. While the study provides valuable insights, its generalizability could be enhanced by broadening the sample beyond a single faculty and university, potentially encompassing students from diverse academic backgrounds and institutions. Nevertheless, the research effectively underscores the critical role of promotional pricing strategies and service quality improvements as key levers for online food delivery providers to boost customer satisfaction and attract the student market. This work forms a solid foundation for future research exploring cross-cultural comparisons, the long-term impact of loyalty programs, or the specific dimensions of "service quality" that resonate most with this important demographic.

Full Text

Comments

You need to be logged in to post a comment.