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Novendi Pratama NIM 070810291168 Digital Repository Universitas Jember ANALISIS SEGMEN PASAR PRODUK HANDPHONE BERBASIS ANDROID BERDASARKAN ATRIBUT PRODUK DI LINGKUNGAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS JEMBER ANALYSIS SEGMENTS MARKET PRODUCT MOBILE PHONES BASED ANDROID BASED ON PRODUCT ATTRIBUTES IN THE ENVIRONMENT STUDENTS FACULTY OF ECONOMICS UNIVERSITY OF JEMBER SKRIPSI Oleh Novendi Pratama NIM 070810291168 FAKULTAS EKONOMI UNIVERSITAS JEMBER 2015 Digital Repository Universitas Jember ANALISIS SEGMEN PASAR PRODUK HANDPHONE BERBASIS ANDROID BERDASARKAN ATRIBUT PRODUK DI LINGKUNGAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS JEMBER ANALYSIS SEGMENTS MARKET PRODUCT MOBILE PHONES BASED ANDROID BASED ON PRODUCT ATTRIBUTES IN THE ENVIRONMENT STUDENTS FACULTY OF ECONOMICS UNIVERSITY OF JEMBER SKRIPSI Diajukan guna melengkapi tugas akhir dan memenuhi salah satus yarat untuk menyelesaikan Program StudiManajemen (S1) dan mencapai gelar Sarjana Ekonomi Oleh Novendi Pratama NIM 070810291168 FAKULTAS EKONOMI UNIVERSITAS JEMBER 2015 i Digital Repository Universitas Jember KEMENTERIAN PENDIDIKAN NASIONAL UNIVERSITAS JEMBER – FAKULTAS EKONOMI PERNYATAAN Saya yang bertandatangan di bawah ini ; Nama : Novendi Pratama NIM : 070810291168 Jurusan : Manajemen Kosentrasi : Manajemen Pemasaran Judul Skripsi : Analisis Segmen Pasar Produk Handphone Berbasis Android Berdasarkan Atribut Produk di Lingkungan Mahasiswa Fakultas Ekonomi Universitas Jember Menyatakan bahwas kripsi yang telah saya buat merupakan hasil karya sendiri. Apabila ternyata dikemudian hari skripsi ini merupakan hasil plagiat atau penjiplakan, maka saya bersedia mempertanggungjawabkan dan sekaligus menerima sanksi berdasarkan aturan yang berlaku. Demikian pernyataan ini, Saya buat dengan sebenarnya. Jember, 10 April 2015 Yang menyatakan, Novendi Pratama NIM 070810291168 ii Digital Repository Universitas Jember PERSETUJUAN SKRIPSI Judul Skripsi :Analisis Segmen Pasar Produk Handphone Berbasis Adroid Berdasarkan Atribut Produk di Lingkungan Mahasiswa Fakultas Ekonomi Universitas Jember Nama : Novendi Pratama NIM : 070810291168 Jurusan : Manajemen Konsentrasi : Manajemen Pemasaran Tanggal Persetujuan : 25 Februari 2015 Pembimbing I Pembimbing II Drs. Adi Prasodjo M.P Drs. Sriono M.M NIP. 19550516 198703 1 001 NIP. 19561031 198603 1 001 Mengetahui Ketua Program Studi S1 – Manajemen Dr. Ika Barokah S, S.E, M.M NIP. 19780525 200312 2 002 iii Digital Repository Universitas Jember PENGESAHAN Judul Skripsi ANALISIS SEGMEN PASAR PRODUK HANDPHONE BERBASIS ANDROID BERDASARKAN ATRIBUT PRODUK DI LINGKUNGAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS JEMBER Yang dipersiapkan dan disusun oleh ; Nama : Novendi Pratama NIM : 070810291168 Jurusan : Manajemen Telah dipertahankan didepan panitia penguji pada tanggal : 11 Maret 2015 Dan dinyatakan telah memenuhi syarat untuk diterima sebagai kelengkapan guna memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi Universitas Jember. Susunan Tim Penguji 1. Ketua : Drs. Sudaryanto MBA, Ph.D. (...…..…….……...) NIP. 19660408 199103 1 001 2. Sekretaris : Prof. Dr. Raden Andi Sularso MSM. (......…..………….) NIP. 19600413 198603 1 002 3. Anggota : Dr. Purnamie Titisari S.E., M.Si. (……..…..……….) NIP. 19750106 200003 2 001 Mengetahui/ Menyetujui Universitas Jember Fakultas Ekonomi FOTO Dekan, 4 x 6 cm Dr. Moehammad Fathorrazi, M.Si. NIP. 19630614 199002 1 001 iv Digital Repository Universitas Jember PERSEMBAHAN Dengan ridho Allah SWT, syukur Alhamdulillah akhirnya satu kewajiban telah saya selesaikan dan semua ini tulus saya persembahkan sebagai bentuk tanggung jawab. Skripsi ini saya persembahkan untuk: 1. Orang tuaku tercinta Bapak Sumardi dan Ibu Mimin yang selalu memberikan nasihat dan do’a yang tiada henti hingga saya menyelesaikan studi ini. Belum ada sesuatu yang dapat saya persembahkan, semoga ini dapat menjadi kebanggan untuk Bapak dan Ibu. 2. Seluruh keluarga besar, terimakasih doa dan dukungannya. 3. Guru – guru dari TK hingga Perguruan Tinggi yang telah memberikan ilmunya dan membimbing saya. 4. Almamater Fakultas Ekonomi Universitas Jember. v Digital Repository Universitas Jember MOTTO ”Pendidikan merupakan perlengkapan paling baik untuk hari tua” (Aristoteles) “Plan Your Work And Work Your Plan” Bekerjalah dengan rencana, kemudian kerjakan rencanamu (Salma Shuha) Sering kita berjalan mengikuti arus tanpa sempat lagi mengamati keindahan – keindahan besar yang tersembunyi dalam hal – hal kecil yang kita lewati. Kita menanti perbuatan – perbuatan agung yang tampak megah dan melupakan bahwa dalam setiap tapak langkah ada banyak kesempatan untuk melakukan sesuatu yang bermakna. (Dewi Lestari) vi Digital Repository Universitas Jember ANALISIS SEGMEN PASAR PRODUK HANDPHONE BERBASIS ANDROID BERDASARKAN ATRIBUT PRODUK DI LINGKUNGAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS JEMBER ANALYSIS SEGMENTS MARKET PRODUCT MOBILE PHONES BASED ANDROID BASED ON PRODUCT ATTRIBUTES IN THE ENVIRONMENT STUDENTS FACULTY OF ECONOMICS UNIVERSITY OF JEMBER SKRIPSI Oleh Novendi Pratama NIM 070810291168 Pembimbing Dosen Pembimbing I : Drs. AdiPrasodjo M.P Dosen Pembimbing II : Drs. Sriono M.M vii Digital Repository Universitas Jember RINGKASAN Analisis Segmen Pasar Produk Handphone Berbasis Android Berdasarkan Atribut Produk di Lingkungan Mahasiswa Fakultas Ekonomi Universitas Jember; Novendi Pratama, 070810291168; 2015; 74 Halaman; Jurusan Manajemen, Fakultas Ekonomi, Universitas Jember. Penelitian ini bertujuan untuk mengetahui dan menganalisis segmen pasar handphone berbasis android khusus Samsung dan Sony berdasarkan atribut produk di lingkungan mahasiswa S1 Fakultas Ekonomi Universitas Jember. Populasi dalam penelitian ini adalah mahasiswa pengguna produk handphone berbasis android Samsung dan Sony di lingkungan Fakultas Ekonomi dengan focus pada mahasiswa S1 Fakultas Ekonomi Universitas Jember yang aktif untuk periode tahun akademik 2012/2013. Variabel yang akan diteliti adalah variabel segmentasi pasar produk handphone berbasis android dengan menggunakan indicator harga, kualitas, kinerja, daya tahan, citra merek, fitur, desain, model, spesifikasi, kapasitas, dan jaminan. Alat analisis yang digunakan adalah Analisis klaster. Hasil penelitian menunjukkan bahwa: a) Klaster 1 adalah responden yang mementingkan atribut fitur, desain dan jaminan. Agar dapat mencerminkan atribut-atribut tersebut maka klaster 1 diberi nama “Klaster Produk”. b) Klaster 2 adalah responden yang mementingkan atribut kualitas. Agar dapat mencerminkan atribut-atribut tersebut maka klaster 2 diberi nama “Klaster Kualitas”. c) Klaster 3 adalah responden yang mementingkan atribut harga, kinerja, daya tahan, citra merek, dan kapasitas. Agar dapat mencerminkan atribut-atribut tersebut maka klaster 3 diberi nama “Klaster Keunggulan”. Kata kunci : Harga, Kualitas, Kinerja, Daya Tahan, Citra Merek, Fitur, Desain, Model, Spesifikasi, Kapasitas, Jaminan. viii Digital Repository Universitas Jember Abstract Market Segment Analysis Based Android Based on Mobile Products Attributes In The Environment of Students Faculty of Economics, University of Jember; Novendi Pratama, 070810291168; 2015; 74 pages; Department of Management, Facultyof Economics, University of Jember. This research aims to find out and analyze the android-based mobile market segment specific attribute-based Samsung and Sony product surroundings undergraduate student faculty of Economics University of Jember. The population in this study is the student users of android-based mobile phone product Samsung and Sony in the Faculty of Economics with a focus on undergraduate student faculty of Economics University of Jember are active for the period of the academic year 2012/2013. The variables examined market segmentation variables android-based mobile phone products with the use of indicators of price, quality, performance, durability, brand image, features, design, model, specification, capacity and, collateral. Analysis tool used is a cluster Analysis. The results showed that: a) cluster 1 was the respondent selfishly attributes features, design and warranty. In order to reflect those attributes-attribute cluster 1 named "Cluster of products”. b) Cluster 2 is the respondent selfishly attribute quality. In order to reflect the attributes that the cluster 2 is named "Cluster of quality". c) Cluster 3 is the respondent selfishly attribute of price, performance, durability, brand image, and capacity. In order to reflect the attributes that the cluster 3 is named "Clusters of excellence". Keywords : Legitimacy, Opposition Brand Loyalty, Integration and Retain Members, Helping the Use of Brand and Brand Loyalty ix Digital Repository Universitas Jember PRAKATA Dengan mengucap puji syukur kehadirat Allah SWT atas limpahan rahmat dan hidayah-Nya, sehingga penulis dapat menyelesaikan skripsi yang berjudul “Analisis Segmen Pasar Produk Handphone Berbasis Android Berdasarkan Atribut Produk di Lingkungan Mahasiswa Fakultas Ekonomi Universitas Jember”. Skripsi ini disusun untuk memenuhi salah satu syarat menyelesaikan pendidikan strata satu (S1) pada Jurusan Manajemen Fakultas Ekonomi Universitas Jember. Penulis menyadari bahwa penulisan skripsi ini masih jauh dari kesempurnaan, baik karena keterbatasan ilmu yang dimiliki maupun faktor kealpaan penulis. Oleh karena itu penulis dengan senang hati akan menerima segala kritik maupun saran yang berkaitan untuk perbaikan dalam skripsi ini. Penulis menyampaikan rasa terimakasih yang amat besar kepada: 1. Dr. Mohammad Fathorozi, M.Si, selaku Dekan Fakultas Ekonomi Universitas Jember. 2. Prof. Dr. Isti Fadah, M.Si, selaku Pembantu Dekan 1 Fakultas Ekonomi
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