Proceeding Seminar Nasional Ke-3 Forum Manajemen Indonesia: Analisis Preferensi Konsumen terhadap Bundling Kartu Perdana dan Handphone Seluler Berbasis Teknologi Code Division Multiple Access (CDMA) di Bandung Tahun 2009
Astri Octavina Hamid, Refi Rifaldi Windya Giri, Maya Ariyanti
Informasi Umum
Kode
12.24.005
Klasifikasi
658.834 3 - Consumer attitudes, Preferences, Reactions, Brand preferences, Consumer satisfaction
Jenis
E-Article
Subjek
Preference, Consumer Behavior, Product-bundling
No. Rak
Tel-U Bandung - Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8
Dilihat
90 kali
Informasi Lainnya
Abstraksi
This research aims to identify consumer preferences toward bundling strarterpack and cell phone CDMA technology-based in Bandung. The research surveyed 143 respondent for first research method (factor analysis) and 120 respondent for second research method (conjoint analysis) who are using or have used bundling CDMA (starter pack and cell phone) using purposive (judgmental) sampling method. Primary data gained by conducting questioner. The data collected analyzed by using factor analysis and conjoint analysis according the product attributes. The result of this research shows that consumer prefer to choose bundling CDMA which contain of these attributes (rank by importance value): Style (17,53%), Internet (17,52%), cell phone feature (16,8%), Bundling value (13,64%), buying trigger (12,9%), searching cost (10,6%), benefit (5,9%) and value added service (5,1%). According to respondent preferences the ideal bundling CDMA are candybar with variety color of casing or clamshell with monochrome color of casing, without external memories and not QWERTY or QWERTY , camera and without external memories, fast internet connection (equal EVDO Rev.A), ease of making call, bonus (free call and free pulse for texting (SMS)), easy to use the cellphone, and no content. Keywords :Bundling CDMA, Consumer Behaviour, Preferences, Factor Analysis, Conjoint Analysis, Purchase Decision, Co-Branding
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Astri Octavina Hamid, Refi Rifaldi Windya Giri, Maya Ariyanti |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Institut Manajemen Telkom& Forum Manajemen Indonesia (FMI) |
| Kota | Bandung |
| Tahun | 2011 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 15.000,00 |
| Jenis | Non-Sirkulasi |
