Analisis Preferensi Mahasiswa STIE IBS Terhadap Produk Kartu GSM Pra Bayar
Total View This Week0
Total View This Week0
Institusion
STIE Indonesia Banking School
Author
Kusumah, Yusuf Winandar
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-17 01:26:18
Abstract :
The rapid development of cellular phone technology and the tight competition in telecommunication industry make some challenges for both consumer and producer. Consumers have some choices in deciding the prepaid GSM card that suits them. Therefore, when the consumer preference understood correctly, producer can create a suitable product for them. This paper attemps to examine which the most important attribute for consumer, especially IBS students, while choosing GSM card, including to decide which product that most wanted by IBS students, by using conjoint analysis as the statistical method. As a result, it was found that BRAND was the most importance factor for IBS students followed by other factors. The managerial implication of the study were discussed and further research was suggested. Keywords: prepaid GSM card, consumer preference, conjoint analysis.
The rapid development of cellular phone technology and the tight competition in telecommunication industry make some challenges for both consumer and producer. Consumers have some choices in deciding the prepaid GSM card that suits them. Therefore, when the consumer preference understood correctly, producer can create a suitable product for them. This paper attemps to examine which the most important attribute for consumer, especially IBS students, while choosing GSM card, including to decide which product that most wanted by IBS students, by using conjoint analysis as the statistical method. As a result, it was found that BRAND was the most importance factor for IBS students followed by other factors. The managerial implication of the study were discussed and further research was suggested. Keywords: prepaid GSM card, consumer preference, conjoint analysis.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
