MARKET RESEARCH ON DETERMINING MASTER OF SCIENCE IN MANAGEMENT – MASTER OF SCIENCE DOUBLE DEGREE PROGRAM THAT WILL BE OPEN

• Main Author: Syifa Putrandy, Aryodimas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57343
• Institution: Institut Teknologi Bandung

In today's digital age, human resources that can understand every technological development needed by companies. Currently, many companies compete to make their company digital-based and well-integrated because it can support the company's performance towards a more effective and efficient. Therefore, human resources that have skills and knowledge in the same direction, such as Business Analytics and Telecommunication Management, are urgently needed. This research aims to find out the market share potential of the Business Analytics and Telecommunication Management program and to know what market action needs to be done next. This research is structured into 2 parts, namely exploratory research using focus group discussion and confirmatory research using the discrete choice model. Choice modeling analysis is used to estimate the probability of respondents choosing the program. The author designed a stated preference questionnaire using d-efficient by NGENE software. This software generates a total of 16 alternatives scenarios that are divided into 4 types. After the author obtains the filled questioner, then it will proceed with multinomial logit (MNL) modeling techniques using python-Biogeme to find the significant attribute. The significant alternative and attribute for programs offered are defined by robust t-test value with Business Analytics (7.32) being the highest alternative followed by Telecommunication Management (3.09). In contrast, for its attributes, it turns out that nothing significant. After that, it was decided that the program that can be opened and further developed is a Business Analytics program because it has the highest market share potential and also has more tremendous advantages and the least disadvantages. Therefore, establishing a team in charge of the program, studying the law, and all permits must be carried out until the initial opening of this Business Analytics program.