Female Consumer Preferences Toward Female Online Ojek Applications: A Conjoint Analysis

Motorcycles are widely used vehicles in Indonesia, not only as private vehicles but also for public transportation. Currently, there are many applications that help customers to use motorbikes as public transportation and are known as “online ojek” applications. Although there have been many online ojek applications used by the public, there is no online ojek application specifically for women. This study uses the conjoint method to determine the attributes of female consumer preferences for online ojek applications so that further studies the result of this study as a reference for developing female online ojek applications. With a sample size of 130 respondents, the combination of attributes is formed using fractional factorial design. This study produces eight attributes and levels that are most desired by consumers: (1) colourless, 3D supporting icons with, (2) a primary application colour of pink, (3) button shapes with blunt rectangles, (4) bold text for the level selected in the thick and thin text design, (5) application menu containing homepage, promo, order, chat, profile, thick and thin text, (6) Indonesian application language, (7) payment menu containing accumulated prices and accumulated minutes and (8) 3D and colourful icons.