CONJOINT ANALYSIS,MAXIMUM UTILITY MODEL,PREFERENCES,MARKET SHARA, CONJOINT ANALYSIS SIMULATION, UTILITY OR PART -WORT

• Main Author: MUHAMMAD HUSNI NIM 134 04 047, ADHI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24980
• Institution: Institut Teknologi Bandung

In order to face competitions, a company must aware of every change that happens which can affect consumer behavior change process of purchasing decision making. A consumer‟s behavior deals with the consumers effort to make purchasing decision. In the purchasing decision making process, the consumer will seek information about the product benefits and then evaluate the product attributes according to the consumer preferences. A consumer preferences can be measured by the attributes of the products that is offered. From those attributes, there are some important ones that can influence a consumer in choosing a product. The importance of an attribute can be seen from the utility score of each specific attribute that can be obtained with a conjoint analysis. This research‟s goal is to evaluate the market preferences in choosing post payment product especially Matrix Indosat product by predicting the market share of post paid product Matrix Indosat. The decrease in numbers of post paid product Matrix Indosat indicates that there are some changes in Matrix Indosat customer behavior about the purchasing decision making so that there are consumer movement from Matrix Indosat product to the other product. A market share prediction can be done by preference approach. The utility score that is obtained from the conjoint analysis result will be used to measure the size of consumer preference about a product. The preference score will be transformed into a choice using a conjoint analysis simulation. The steps in conjoint analysis simulation are creating a scenario from the product that will be used in the simulation, counting the total utility estimation for every scenario, and estimating the preference size to predict the market size by using the maximum utility (first choice) model. To count the maximum utility score, a respondent probability score in choosing a product will be needed. This probability can be calculated by using BTL model or logit choice. The conjoint analysis simulation result is a market share prediction for post paid product Matrix Indosat. The simulation result can be evaluated to get an input for marketing mix development to improve the consumer preference score in choosing Matrix Indosat product. The evaluation result will be simulated so that the market share prediction can be obtained if the improved marketing mix is implemented.