Author(s): Wahyu Oktri Widyarto, Nugraheni Djamal, Alif Rizki Awali
Published in: International Journal of Engineering Research & Technology
License: This work is licensed under a Creative Commons Attribution 4.0 International License.
Volume/Issue: Volume. 6 - Issue. 08 , August - 2017
Laptops own attributes which are commonly offered and widely known by consumers. The present study is aimed to determine the level of each attribute which becomes consumer consideration in buying laptop products, grouping the consumers based on characteristics similarity with attributes. The method employed was Conjoint Analysis. Cluster Analysis was used to group the respondents. From the data collection, there are five things considered important: RAM Memory, Processor, Brand, Hard Disk Capacity, Operating System; and attribute level of these three brands: I, C, and A. The results of study are: the consumers consider the BRAND attribute is the most important with the importance value of (32.79%) with the level Brand C, and then followed by RAM factor (21.06%) with a capacity of 8 GB RAM, HDD (17.67%) with a hard disk capacity of 1 TB, OS (16.93%) and Operating System Windows level, Processor (11.53%) with Intel level. The consumer grouping, which uses K-Means Cluster analysis by entering utility value as the variable being grouped, obtains two clusters where cluster one is the employee group, and cluster two is the general group (Students/ Employees).
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