TY - JOUR AU - Suworo Suworo PY - 2019/06/15 Y2 - 2026/08/31 TI - ANALISIS SIKAP MULTIATRIBUT FISHBEIN PRODUK SMARTPHONE SAMSUNG DAN OPPO JF - Jurnal MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi JA - mandiri VL - 3 IS - 1 SE - Articles DO - 10.33753/mandiri.v3i1.61 UR - https://www.jurnalmandiri.lkd-pm.com/index.php/mandiri/article/view/61 AB - The purpose of this research is to identify the characteristics of respondents who are consumers of Samsung and Oppo smartphones and to analyze consumer attitudes towards the attributes possessed by Samsung smartphones and Oppo smartphones. The consumer characteristics used in this research are gender, age, occupation, income and monthly credit fee. The analytical method is using the fishbein multi attribute. Based on the results of the multi-attribute fishbein analysis, the value of consumer attitudes (Ao) for Samsung smartphones is 11.92, mean while the value of consumer attitudes (Ao) for OPPO smartphones is 10.73. The results of the analysis show that Samsung smartphone consumer confidence is higher than the OPPO smartphone. The attributes that have high trust in Samsung smartphones are the technology, signal quality and many features, while the attributes that have high trust in the OPPO smartphone are the technology offered, RAM capacity and many features.AbstrakTujuan dilaksanakannya penelitian ini adalah mengidentifikasi karakteristik responden yang menjadi konsumen smartphone Samsung dan Oppo dan menganalisa sikap konsumen terhadap atribut yang dimiliki oleh smartphone Samsung dan smartphone Oppo. Karakteristik konsumen yang digunakan dalam penelitihan ini adalah jenis kelamin, usia, pekerjaan, penghasilan dan pengeluaran pulsa setiap bulan. Metode analisa yang digunakan dengan menggunakan multiatribut fishbein. Berdasarkan hasil analisa multiatribut fishbein, nilai sikap konsumen (Ao) terhadap smartphone Samsung sebesar 11,92, sedangkan nilai sikap konsumen (Ao) terhadap Smartphone OPPO sebesar 10,73. Hasil analisa tersebut menunjukan sikap kepercayaan konsumen smartphone Samsung lebih tinggi dari smartphone OPPO. Atribut yang memiliki nilai kepercayaan tinggi pada smartphone Samsung adalah teknologi yang ditawarkan, mutu sinyal dan keragaman fitur, sedangkan atribut yang memiliki nilai kepercayaan tinggi pada smartphone OPPO adalah tehnologi yang ditawarkan, kapasitas RAM dan keragaman fitur.Kata Kunci : Analisa Faktor, Multiatribut Fishbein, Keputusan Konsumen, Perilaku Konsumen ER -

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    <description descriptionType="TableOfContents">Building Occupational Health and Safety Culture for the RSG-GAS Nuclear Facility at BRIN Serpong...1 - 12
Determinants of Digital Economic Literacy in Economics Education Students  in South Tangerang...13 - 24
Does Good Corporate Governance Influence Banking Performance in Indonesia?...25 - 33
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