Analisis Preferensi Mahasiswa STIE IBS Terhadap Produk Kartu GSM Pra Bayar

Kusumah, Yusuf Winandar (2009) Analisis Preferensi Mahasiswa STIE IBS Terhadap Produk Kartu GSM Pra Bayar. S1 thesis, STIE Indonesia Banking School.

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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.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Prodi S1 Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 12 Nov 2020 06:40
Last Modified: 12 Nov 2020 06:40

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