ANALISIS SIKAP PELANGGAN TERHADAP ATRIBUT SIMPATI DAN IM3 MAHASISWA UNIVERSITAS JAMBI
Abstract: The research
purpose of this
study is to
analyze consumer’s attitude
toward the attributes of
the Simcard Simpati
and IM3. The research
has conducted on
survey method, where the
population is Jambi
University Students. In
order to test the
hypothesis, t-test is implemented.
Furthermore, in order
to explain the condition
of the attribute, Fishben Model is used. Some product attributes
examined are: network coverage, signal strength, voice soundness, cost rate to
the same operator, kindness of employee, cost rate on different operator,
accessibility on electronic pulse refill, and accessibility on
voucher/refill’s card. According
to the research
findings, attributes that that
most believable of
Simpati are accessibility
on electronic pulse
refill, network coverage, accessibility on voucher/refill’s card, voice
soundness, kindness of employee,
signal strength and
comfortable gallery. Furthermore,
there is no attributes
that categorized most
believable on IM3.
Result from Multi
attribute Fishbone Model shows that the highest score was reached by
Simpati with attitude’s score category
good. On the
other hand, IM3
was on the
average attitude category. Furthermore, t-test procedure result
shows that there were no difference between the attitude of Simpati’s and IM3’s
customer. Based on the independent sample t t-test the attribute level shows
that Simpati consumers have higher are signal strength, network coverage, voice
soundness, cheap voucher price, fast response from contact personnel and
kindness of the contact personnel. On the other hand, IM3 consumers have higher
attitude on cheap
fee on the
same operator. Based
on research results
it is recommended to both
provider to implement differentiating program to make the user to be
enlightened as part
of product attributes.
In doing so,
every user will
be enlightened to customize any attributes to their need.
Penulis: Johannes dan Dian
Amriani
Kode Jurnal: jpmanajemendd100236
