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Abstrak :
ABSTRAK
Tesis ini menganalisis faktor-faktor penting yang mendorong pemilihan dari merek smartphone yang dilakukan dengan pendekatan stated dan derived importance. Analisis stated importance menggunakan mean score dan derived importance menggunakan analisis Jaccard Similarity Coefficient. Hasil penelitian ini adalah perbedaan demografi (jenis kelamin, pengeluaran, usia), dan usership dari suatu merek smartphone akan mempengaruhi faktor pendorong pemilihan sebuah merek smartphone. Perbedaan ini bisa menjadi salah satu tambahan strategi para produsen smartphone untuk meluncurkan produknya dengan lebih efektif dan efisien kedepannya

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ABSTRACT
Focus of this study is to analyze importance factors that driving preference towards smartphone brands. This analysis utilize stated and derived importance approach where stated importance calculated using means score while derived importance calculated using jaccard Similarity Coefficient. Result of this study is different profile of demographic (gender, expenditure, age) and brand usership will affect factors that driving preference towards smartphone brands. This difference will become valuable inputs for smartphone manufacturer to create more efficient and effective products in the future

Abstrak :
ABSTRACT
This thesis analyzed important factors in driving consumer preference toward SIM card brand. To understand what factors drive SIM card brand choice, the thesis analyzed two association importances: stated importance and derived importance. While stated importance was calculated by asking consumers directly what characteristic is important to them, derived importance was calculated by using Jaccard Similarity Coefficient. Good network quality, cheaper SMS tariff, and cheaper voice call rates were deemed as the most important factors in driving consumer preference toward SIM card brand. Different factors were obtained among different age group, and among GSM and CDMA users.