PENDEKATAN METODE KONJOIN UNTUK MENENTUKAN PREFERENSI ATRIBUT TELEPON SELULER PINTAR PADA MAHASISWA FMIPA IPB ANGKATAN 2009-2011

Abstract

Nowadays the development of smart phones advanced rapidly. This forced producers to create products that are most desirable for all kind of consumers, including teenagers and youngsters. In this connection, information about students preferences on the smart phone attributes is very important for the producers. Conjoint method is a statistical tools that can be used to identify smart phone attributes that are most preferred by students. This research used students of FACULTY OF MATHEMATICS AND NATURAL SCIENCES of entering years, 2009-2011 as respondents. There were 16 stimuli combinations that were used in this research. Two assessment methods were used: ranking and rating methods. The attributes most preferred were price, design and added features consecutively. For ranking method, repondents choose price as the most preferred, while for rating method the most desired attribute was design.

Keywords-conjoint analysis; smart phone