SEGMENTASI MANFAAT KARTU SELULAR (Studi pada Pelanggan Perusahaan Jasa Operator Telepon Selular PT Indosat Tbk Di Kota Malang)

MUKAROMAH, ROISATUL (2007) SEGMENTASI MANFAAT KARTU SELULAR (Studi pada Pelanggan Perusahaan Jasa Operator Telepon Selular PT Indosat Tbk Di Kota Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

This research aims to know the benefit segmentation of sim card user of Mentari, IM3, and StarOne Prepaid. It’s a descriptive research with survey method. The variable use in this research is the quality, the service, and the speedy by using cluster analysis. Cluster analysis shows that the benefit segmentation of Mentari sim card divided in to 3 segments. Customer cost segment, there are 12 customers (30.0%) with feature tariff criteria as a compliment to the same operator (X3.4). Personal Value segment with 20 customers (50.0%) and have compliment feature (X2.2), customer service through sms (X2.4), customer service through voice (X2.5), ring tone facility (X2.6), call tariff to another operator (X3.3). total customer value segment with 8 customers (20.0%), with criteria of having a good sim card reputation (X1.1), coverage area (X1.2), capacity of the memory card (X1.3), signal (X1.4), Standard feature (X2.1), mobile data facility (X2.3), bonus (X3.1), call tariff to the same operator (X3.2), the speed of card activation (X4.1) The speed of card registration (X4.2), the speed of reload process (X4.3), the speed repairing of out of order card (X4.4), and the speed of feature operating (X4.5). In the other hand, identification of benefit segmentation of IM3 sim card user divided to 2 segments. Total customer value segment with 20 customers (50.0%), with criteria of having a good sim card reputation (X1.1), coverage area (X1.2), capacity of the memory card (X1.3), signal (X1.4), Standard feature (X2.1), compliment feature (X2.2), customer service through sms (X2.4), customer service through voice (X2.5), ring tone facility (X2.6), mobile data facility (X2.3), bonus (X3.1), call tariff to the same operator (X3.2),compliment feature tariff to the same operator (X3.4), compliment feature tariff to the another operator (X3.5), the speed of card activation (X4.1), the speed of card registration (X4.2), the speed of reload process (X4.3), the speed repairing of out of order card (X4.4), and the speed of feature operating (X4.5). And the second is Appliance segment with 29 customers (50.0%), is a respondents who use IM3 sim card only as communicating tools. Identification of benefit segmentation of StarOne prepaid sim card user divided to 3 segments. Total customer value segment with 13 customers (32.5%), is a group who care to standard feature (X2.1), compliment feature (X2.2), mobile data facility (X2.3), customer service through sms (X2.4), customer service through voice (X2.5), bonus (X3.1), compliment feature tariff to the same operator (X3.4), compliment feature tariff to the another operator (X3.5), The speed of card registration (X4.2), the speed of reload process (X4.3), the speed repairing of out of order card (X4.4). Then, Customer cost segment with 14 customers (35.0%), is a group who care to sim card reputation (X1.1), ring tone facility (X2.6), call tariff to the same operator (X3.2), call tariff to another operator (X3.3), the speed of card activation (X4.1), the speed of feature operating (X4.5). The last one is Appliance segment with 13 customers (32.5%), is a group who used starOne Prepaid card only as communicating tools.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Zainul Afandi
Date Deposited: 22 Jun 2012 03:23
Last Modified: 22 Jun 2012 03:23
URI: http://eprints.umm.ac.id/id/eprint/9051

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