PENERAPAN METODE ANALISIS KONJOIN UNTUK MENGETAHUI PREFERENSI MAHASISWA TERHADAP JASA LAYANAN PESAN ANTAR MAKANAN (Studi Kasus: Mahasiswa Fakultas Sains dan Teknologi Universitas Islam Negeri Sunan Kalijaga Yogyakarta)

Conjoint analysis is part of the multivariate analysis method that can be used to understand consumer preferences for products or services. In this study, students' preferences for food delivery services will be discussed. The purpose of this study was to determine which food delivery service attributes have the most influence on student preferences and to describe the relative importance of these attributes. The data used are students of the Faculty of Science and Technology, Sunan Kalijaga Islamic University, Yogyakarta. The method used in this research is the traditional conjoint analysis method with the full profile presentation method. The number of attributes used is 6. Attributes for food delivery service types with 4 levels, namely GoFood, GrabFood, ShopeeFood, and others. Price attribute with 2 levels, namely special promo price and normal price. Attribute method of payment with 2 levels, namely cash and non-cash (top-up). Courier service attributes with 3 levels, namely friendly, informative, and uniform. Food quality attributes with 2 levels, namely diverse food choices and limited food choices. The service quality attributes of food delivery services with 3 levels, namely fast delivery, assurance of certainty, and empathy for customers. The results showed that the attribute that had the most influence on student preferences was the price attribute. There are 2 combinations of attributes that students like the most, namely the combination of GrabFood attributes with special promo prices, friendly couriers, diverse food choices, with fast delivery and ShopeeFood attribute combinations with special promo prices, non-cash payment methods (top-up), couriers that informative, limited food choices and fast delivery