Persepsi Konsumen Mengenai Kemiripan 7 Merek Handphone Berdasarkan Dimensi Kualitas dan Model di Kota Jakarta dan Bandung

Abstract

Since the advent of handphone (HP) as a sophisticated telecommunication equipment
that HP is currently the most popular telecomunication equipment worldwide. HP as
personal telecommunication device is a huge market and is still a potential market. In
Indonesia as a HP potential market because the population is many, there are many
brands of HP, especially the emergence of HP’s brand made in China in recent years.
The objectives of this research was to determine how consumers’ perception of simi-
larity between HP’s popular brands in the market based on the dimensions of quality
and models of HP. Consumers are sampled in the city of Jakarta and Bandung each
100 people. Data from the completed questionnaires will be analyzed using SPSS
software with Multi Dimensional Scaling application.
Keywords: Handphone, perception, telecommunication, consumer