Abstract

 This research aims to determine theconsumer preferences on iPhone’s attributes in Bandung 2015. Researcher used five attributes which are: durability, operating system, screen size, camera, and RAM. Research method used in this study is a descriptive method, by using nonprobability sampling techniquewith a sample of 387 respondents. This paperusing conjoint analysis for smartphone users which are interested usingiPhone in Bandung to find the most wanted iPhone preference by consumers. The results indicate that all respondents generally making durability attributes as the main preference in choosing an iPhone. Based on the conjoint analysis it can be seen thatiPhone that consumers want is more than five years durability, iOS 8 for its operating system, 5.5 inches for its screen size, two gigabytes RAM capacity, and 12 megapixels of camera resolution.
Highlights
iThe iresults iindicate ithat iall irespondents igenerally imaking idurability iattributes ias ithe imain ipreference iin ichoosing ian iiPhone
i5.5 iinches ifor iits iscreen isize, itwo igigabytes iRAM icapacity
Analisis conjoin membantu untuk menjelaskan preferensi konsumen terhadap suatu produk dan jasa termasuk atribut pada iPhone
Summary
Penelitian iini ibertujuan iuntuk imengetahui ipreferensi ikonsumen iterhadap iatribut iiPhone idi iKota iBandung i2015. IPeneliti imenggunakan ilima iatribut iyang iada ipada iiPhone iyaitui: idurability, ioperating isystem, iscreen isize, icamera, idan iRAM. IMetode ipenelitian iyang idigunakan iadalah imetode ideskriptifi, idengan iteknik inonprobability isampling idan ijumlah isampel isebanyak i387 iresponden. ITeknik ianalisis idata iyang idigunakan iadalah ianalisis ikonjoin ibagi ipengguna ismartphone iyang itertarik imenggunakan iiPhone idi iKota iBandung iuntuk imencari ipreferensi iyang ipaling idiinginkan ioleh ikonsumen iterhadap iiPhone. IHasil ipenelitian iini imenunjukan ibahwa ikeseluruhan iresponden imenjadikan iatribut idurability isebagai ipreferensi iutama idalam imemilih iiPhone. IDapat idiketahui ipula ibahwa iiPhone iyang ipaling idigemari iresponden iadalah iiPhone iyang imemiliki idurability ilebih idari ilima itahun, ioperating isystem iiOS i8, iscreen isize isebesar i5.5 iinci, ikapasitas iRAM idua igigabytes, idan iresolusi icamera isebesar i12 imegapixels.
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