CONJOINT ANALYSIS PADA PRODUK DENGAN MEDIA INTERNET
Abstracts: cell phone is not uncommon these days, since its first discovery in 30 years ago, today the development in cell phone technology well exceeds expectation. Indonesia is one of the largest market in the world, its cell phone penetration is predicted to be 19 percent a year this research uses literature search to find what attributes are important when consumer purchases a cell phone. After the attributes are set, traditional conjoint analysis is used to determine relative importance of each attribute, followed by cluster analysis and one way anova. Data is gathered using internet especially direct email to respondent. The result of this research stated that branding, price and special feature of a cell phone is the most considered attribute when consumers purchase a cell phone.
Keywords: conjoint analysis, relative importance attribute, consumer behavior
Diogo Monjardino de Souza Monteiro & Maria Raquel Ventura Lucas., 2001, Conjoint
measurement of preferences for traditional cheesses in Lisbon, British Food
Journal vol. 103 No. 6. P414-424. 2001.
Hair, Joseph F., et..al., 2006, Multivariate Data Analysis. Sixth Edition. Pearson
Harrison, R. Wes. et. al., 1997, A Conjoint Analysis of New Food Products Processed
from Underutilized Small Crawfish, Louisiana Agricultural Experiment Station
Journal Paper No. 97-05-0378.
Hawkins, Del I., et. al., 2007, Consumer Behavior: Buiding Marketing Strategy. Tenth
Edition. New York. McGraw-Hill.
Kotler, Phillip., et. al., 1999, Marketing Management: An Asian Perspective. Second
Edition. Singapore. Prentice-Hall Inc.
Murphy, Maurice. et. al., 2004, A conjoint analysis of Irish consumer preferences for
farmhouse cheese. British Food Journal vol. 106 No.4, P.288-300.
Naresh K., Malhotra., 2003, Marketing Research: An Applied Orientation. Fourth
Orme, Brian., 2002, Formulating Attributes and Levels in Conjoint Analysis, Sawtooth
Orme, Brian, 2006, Interpreting The Results of Conjoint Analysis, Sawtooth Software
Orme, Brian., 2003, Traditional Conjoint Analysis with Excel, Sawtooth Software Inc.
Solomon, Michael R., 2003, Consumer Behavior: Buying, Having, and Being. Sixth
Edition. London. Prentice-Hall Inc.
SPSS., 2005, SPSS Conjoint 14. SPSS Inc.
Article MetricsAbstract view : 518 times
PDF - 880 times
- There are currently no refbacks.
Copyright (c) 2015 SISFOTENIKA
Badan Pengelola Jurnal Ilmiah Sistem Informasi dan Teknik Informatika (SISFOTENIKA) STMIK Pontianak.
Jurnal Ilmiah SISFOTENIKA terindex di :
SERTIFIKAT PENGHARGAAN :
Jurnal Ilmiah SISFOTENIKA Terakreditasi Peringkat Empat
Partners & Co-Organizers:
Jurnal Ilmiah SISFOTENIKA: STMIK Pontianak Online Journal ISSN Printed (2087-7897) - ISSN Online (2460-5344) licensed under a Lisensi Creative Commons Atribusi 4.0 Internasional.