Analisis Peta Persepsi Pemilihan Atribut Produk Laptop Di Kalangan Mahasiswa Universitas Telkom Kota Bandung (Studi Pada Laptop Acer, Asus, Lenovo, Toshiba, HP, Samsung dan Apple)

Wiwik Melwinda, Nadya K. Moeliono

Abstract


This research aims to find out laptop brand selection perceptual map of among Telkom University students. The object of this research study are some of incoming laptop brand in Top Brand 2016 which are Acer, Lenovo, Asus, Toshiba, HP, Samsung and Apple. The attributes of the study are design instrument, operation system, variation, feature set, specification, processor, battery resistance, product price, price resale, warranty, LCD display, storage  capacity, product quality, sustainability to defect, and keyboard quality. This research used quantitative method. Research instrument used was a questionnaire, which distributed to 100 respondent sample area of the object of research. In taking a sample of this study, the researcher used Non-Probability technique by using purposive sampling method. The data analysis that used is multidimensional scalling analysis, this analysis gives perception map picture, appeared the position of each laptop brand that is close together or far apart. Laptop brand that showed in a perceptual map will display rank of the best position than another laptop brand. As perception, Apple occupies the first best position among another best laptop brands. That is proved by the rank position from respondents preference based on overall attributes which is more excellent in design, operation system, variation, feature set, specification, processor, battery resistance, product quality, and keyboard quality. For price product attribute is occupied by Lenovo as the cheapest rather than another laptop brands. Meanwhile, for the LCD display attribute, price resale, and storage capacity are occupied by Asus which get the second best rank based overall attribute.

 

Keywords : perceptual map, multidimensional scalling (MDS), product attribute.


Full Text:

PDF

References


Anastasia, N. (2013). Peta Persepsi Konsumen terhadap Atribut Rumah Tinggal di Surabaya. Jurnal Manajemen dan Kewirausahaan, 15(2), 141-152.

Ari, I. A. G. R. P., & Astiti, D. P. (2014). Peran Persepsi Individu Terhadap Asuransi dan Model Kepercayaan Kesehatan dalam Pengambilan Keputusan Menggunakan Asuransi Jiwa. Jurnal Psikologi Udayana, 1(2). 381-388.

Hasdar. (2013). Pemetaan Relatif Konsumen Handphone Merek Nokia, Samsung, Blakcberry, Dan iPhone Di Makassar. Program Sarjana Universitas Hasanuddin, Makassar.

Kamus Besar Bahasa Indonesia (KBBI).

Kotler, P., & Armstrong, G. (2012). Principle of Marketing (14th ed. Global Edition). England : Pearson Education.

Kurniawan, P., & Sidharta, I. (2016). SERVQUAL on Brand Image and Relationship Equity. International Review of Management and Marketing, 6(4). 866-871.

Jatra, M., & Gede N. L. (2013). Pengaruh Atribut Produk Terhadap Keputusan Pembelian Handphone Di Denpasar. E-Journal Manajemen Universitas Udayana, 2(2), 248-261.

Mustaniroh, S. A., Mulyarto, A. R., & Nurkhasanah, S. (2016). Analisis Positioning Keripik Kentang dengan Pendekatan Metode Multi Dimensional Scalling di Kota Batu. AGROINTEK, 5(2), 113-121.

Nitisusastro, M. (2012). Konsumen dan Perilaku Konsumen. Bandung: Alfabeta.

Raharjo, B., & Nadya, K. M. (2014). Analisis Perceptual Mapping Minimarket Menurut Persepsi Konsumen Menggunakan Model Multidimensional Scalling (MDS) (Studi Pada Konsumen Minimarket Kecamatan Buah Batu Kota Bandung). Jurnal Prodi Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. New Jersey: Pearson-Prentice Hall.

Sekaran, U., & Bougie, R. (2013). Business Research Methods, (6thed.). London, UK: John Wiley & Sons.

Sugiyono. (2012). Metode Penelitian Manajemen. Bandung : Alfabeta.

Suharyati., & Adrianus, F. (2013). Analisis Perceptual Mapping Terhadap Produk Sepeda Motor Sport. Bina Widya, 24(3), 151-162.

Sumarwan. U. (2013). Riset Pemasaran dan Konsumen (Seri 3). Bogor: PT Penerbit IPB Press.

Supranto, J. (2010). Analisis Multivariant : Arti dan Intepretasi. Jakarta: Rineka Cipta.

Solomon, M. R. (2009). Consumer Behaviour, 6th edition.Upper Saddle River, New York.

Tjiptono, F., & Chandra, G. (2016), Service, Quality dan Satisfaction. Yogyakarta: Penerbit Andi.

Zumara, Y. F. (2015). Studi Pemetaan Persepsi Konsumen Atas Operator CDMA Fixed Wireless Access. Jurnal Manajemen dan Keuangan, 6(2), 15-38.

www.marketing.co.id, tanggal akses 02 September 2016.

www.topbrand-award.com, tanggal akses 29 Agustus 2016.

www.apple.com, tanggal akses 11 Desember 2016

www.asus.com, tanggal akses 11 Desember 2016

id.priceprice.com, tanggal akses 13 Desember 2016

https://www.arenalaptop.com, tanggal akses 14 Desember 2016

www.anekalaptop.com, tanggal akses 16 Desember 2016


Refbacks

  • There are currently no refbacks.