ANALISIS SIKAP PELANGGAN TERHADAP ATRIBUT SIMPATI DAN IM3 MAHASISWA UNIVERSITAS JAMBI

Abstract

The research purpose of this study is to analyze consumer’s attitude toward theattributes of the Simcard Simpati and IM3. The research has conducted on surveymethod, where the population is Jambi University Students. In order to test thehypothesis, t-test is implemented. Furthermore, in order to explain the condition ofthe attribute, Fishben Model is used. Some product attributes examined are: networkcoverage, signal strength, voice soundness, cost rate to the same operator, kindness ofemployee, cost rate on different operator, accessibility on electronic pulse refill, andaccessibility on voucher/refill’s card. According to the research findings, attributesthat that most believable of Simpati are accessibility on electronic pulse refill,network coverage, accessibility on voucher/refill’s card, voice soundness, kindness ofemployee, signal strength and comfortable gallery. Furthermore, there is noattributes that categorized most believable on IM3. Result from Multi attributeFishbone Model shows that the highest score was reached by Simpati with attitude’sscore category good. On the other hand, IM3 was on the average attitude category.Furthermore, t-test procedure result shows that there were no difference between theattitude of Simpati’s and IM3’s customer. Based on the independent sample t t-test theattribute level shows that Simpati consumers have higher are signal strength, networkcoverage, voice soundness, cheap voucher price, fast response from contact personneland kindness of the contact personnel. On the other hand, IM3 consumers have higherattitude on cheap fee on the same operator. Based on research results it isrecommended to both provider to implement differentiating program to make the userto be enlightened as part of product attributes. In doing so, every user will beenlightened to customize any attributes to their need.Key words: costumers attitude, fishben model