Modeling the Preference of Z Generation and Millennials to Online Car Transportation by using Conjoint Methods

With the rapid growth of digital transportation in Indonesia, understanding generational differences in service preferences has become crucial for market positioning. Despite extensive research on online transportation adoption, there remains a gap in understanding how Generation $Z$ and Millennials differ in their attribute preferences for online car services. This study aims to identify and quantify the most influential service attributes affecting the preferences of Generation $\mathbf{Z}$ and Millennials towards online transportation services, such as GoCar, GrabCar, Maxim Car, and Bluebird, using Conjoint Analysis. Based on a survey of 120 respondents (60 Generation Z, 60 Millennials), this research evaluates eight key attributes: price, promotions, brand image, customer trust, safety, responsibility, reliability, and tangibility. The findings reveal that Customer Trust (22.67 % for Gen Z, 21.96% for Millennials) and Brand Image (20.17 % for Gen Z, 18.02% for Millennials) are the most influential attributes for both generations. However, significant differences emerge: Generation $\mathbf{Z}$ prioritizes innovation and digital trust-building, while Millennials show higher sensitivity to price (4.87 % vs. 3.11 %) and promotions (5.78 % vs. 4.60 %). These insights provide valuable guidance for online transportation businesses in designing generation-specific marketing strategies and service development.