Identifying Messenger Platform Preferences using Multiple Linear Regression and Conjoint Analyses

Background: The rapid development of telecommunication technology has prompted the creation various messenger applications. competition among social messengers to gain market share is becoming tighter. Objective: This study aims capture user preferences for platforms and inform software companies improve their products based on needs. Methods: research uses quantitative methods, i.e., categorical analysis multiple linear regression analysis, extend results from qualitative methods that identify in past studies. data were obtained through a questionnaire. Results: show customers are influenced by accessibility, flexibility, effectiveness chat history. Meanwhile, users responsiveness, user-friendly interface, performance, personal needs, privacy security, customer services. Conclusion: can indicators guide an ideal platform preferences. Keywords: Conjoint, Messenger Platform, Multiple Linear Regression, Preference