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Analisis preferensi konsumen terhadap multiatribut produk film ( Studi kasus konsumen pengunjung bioskop )

Arga Hananto (Pembimbing/Promotor) - ; Ryandra Arya Kharisma - ;

The purpose of this study is to understand how consumers use different attributes when evaluating movie alternatives at the cinema. The study uses conjoint analysis to identify the relative importance of movie attributes and the utilities of the levels of movie attributes. Individuals with similar preference structures are then grouped into some segments using cluster analysis. The attributes selected in this study are genre, symbolism, country of origin, actor, director, information sources, and pricing strategy. The results of aggregate conjoint analysis show that genre is the most important attribute. Second most important is country of origin, followed closely by pricing strategy. The results of cluster analysis show that individuals can be grouped into three different segments based on their relative importances. Each segment has at least one or two attributes that distinguish it from other segments. Interpretations, managerial implications, and limitations are discussed further.Ada tabel


Ketersediaan

Call NumberLocationAvailable
8132PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013
Edisi-
SubjekMarketing
Consumer research
Market segmentation
Consumer
Consumer choice
Preference
Cinema Conjoint
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxv, 144 p. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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