Consumer preference analysis in online purchase of inter-city railway tickets at Surabaya Pasar Turi station

Abstract

The advancement of internet-based technological and informational systems has given rise to various application-based buying and selling transactions. Various industries have become cognizant of the progress in technology, as exemplified by railway ticket service providers venturing into online business for ticket reservation and sales. This research aims to discern consumer preferences and the most pivotal factors influencing decision-making in the online purchase of intercity railway tickets at Surabaya Pasar Turi Station in 2023. The employed methodology in this study is descriptive, employing nonprobability and purposive sampling techniques, with a sample size of 109 respondents. Conjoint Analysis is employed for data analysis. Data collection involves the utilization of a questionnaire instrument aligned with the data collection technique of conjoint analysis. The findings of this research reveal that consumer preferences for online intercity railway ticket purchases at Surabaya Pasar Turi Station include acquiring tickets through alternative platforms (Traveloka, Tiket.com), procuring tickets at reduced rates, employing E-money payment methods, and undergoing the check-in process using E-boarding passes. The correlation output for gauging predictive accuracy yields significant and high correlation values. Consequently, it can be inferred that the predictive outcomes of this conjoint analysis exhibit a substantial degree of accuracy, aligning well with real-world data.