Track: Design and Analysis

Abstract

Advances in technology necessitate the ability of an industry to provide creative and innovative products. Furthermore, consumer demand for a product differs. Chocolate beverages are one example. Businesses engaged in chocolate beverage must develop products in order to survive in the market and adapt to changing consumer preferences. In this research, the conjoint analysis approach was used to determine customer preferences for the attributes of chocolate drinks that were considered important, and the DEMATEL method was used to obtain the right modules so that they could generate a variety of products. Based on the results of data collection and processing, it is known that there are five attributes that are considered important by consumers in the development of chocolate beverage products, that is flavor attribute, topping attribute, serving condition attribute, cup size attribute and health benefit attribute. Each attribute has a level that the consumer has chosen and that is regarded important. 25 chocolate drink product options are created based on the attributes and levels acquired. Chocolate beverages with original chocolate flavor, medium cup size, additional ice cream topping, serving conditions with normal ice, and low-calorie health content are the top consumer preferences for the combination of chocolate drink products. There are four modules created from the relationship between attributes utilizing the DEMATEL method to aid the development of various chocolate drink products. However, future research is needed to expand and explore the attributes used in the production of chocolate beverage products.