Analisis Preferensi Konsumen Muda Urban Terhadap Smartphone Flagship Apple Dan Samsung Di Surabaya Menggunakan Choice Based Conjoint Analysis

Desiana, Nisa (2026) Analisis Preferensi Konsumen Muda Urban Terhadap Smartphone Flagship Apple Dan Samsung Di Surabaya Menggunakan Choice Based Conjoint Analysis. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya perkembangan industri smartphone di Indonesia, khususnya pada segmen flagship, membuat keputusan pembelian konsumen semakin kompleks karena banyaknya pilihan produk dengan kombinasi atribut yang beragam. Surabaya sebagai kota metropolitan dengan konsumen berdaya beli menengah ke atas menjadi pasar potensial bagi Smartphone flagship merek Apple dan Samsung. Penelitian ini bertujuan untuk menganalisis preferensi konsumen muda urban di Surabaya, mengidentifikasi atribut yang paling berpengaruh dalam keputusan pembelian, serta menentukan kombinasi atribut Smartphone flagship yang paling disukai. Penelitian menggunakan pendekatan kuantitatif dengan metode Choice-Based Conjoint Analysis (CBC) dan estimasi Hierarchical Bayes (HB). Hasil penelitian menunjukkan bahwa konsumen cenderung lebih menyukai Smartphone flagship dengan merek Apple, harga Rp12–15 juta, internal memory ≥1 TB, kamera utama 200 MP, baterai >5000 mAh, dan promosi cashback. Atribut yang paling berpengaruh adalah merek (32,78%), diikuti harga (25,60%), internal memory (15,37%), promosi (10,13%), baterai (8,91%), dan kamera utama (7,21%). Hasil uji validitas prediktif menunjukkan model memiliki kemampuan prediksi yang baik, dengan Pearson correlation 0,877 dan Kendall’s tau-b 0,642 pada p < 0,001. Secara keseluruhan, preferensi konsumen terhadap Smartphone flagship di Surabaya dipengaruhi terutama oleh merek dan harga.
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The rapid growth of the smartphone industry in Indonesia, particularly in the flagship segment, has made consumer purchasing decisions increasingly complex due to the abundance of product options with diverse combinations of features. Surabaya, as a metropolitan city with consumers in the middle-to-upper income bracket, represents a potential market for flagship smartphones from Apple and Samsung. This study aims to analyze the preferences of young urban consumers in Surabaya, identify the attributes that most influence purchasing decisions, and determine the most preferred combination of attributes for flagship smartphones. The study employs a quantitative approach using the Choice-Based Conjoint Analysis (CBC) method and Hierarchical Bayes (HB) estimation. The results indicate that consumers tend to prefer flagship smartphones from the Apple brand, priced at Rp12–15 million, with internal memory of ≥1 TB, a 200 MP main camera, a battery capacity of >5000 mAh, and cashback promotions. The most influential attribute is brand (32.78%), followed by price (25.60%), internal memory (15.37%), promotions (10.13%), battery (8.91%), and main camera (7.21%). The results of the predictive validity test show that the model has good predictive ability, with a Pearson correlation of 0.877 and Kendall’s tau-b of 0.642 at p < 0.001. Overall, consumer preferences for flagship smartphones in Surabaya are primarily influenced by brand and price.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Preferensi konsumen, muda urban, Smartphone flagship, Apple, Samsung, Choice Based Conjoint Analysis, Surabaya, Consumer Preference,Young Urban
Subjects:	H Social Sciences > HA Statistics > HA31.3 Regression. Correlation. Logistic regression analysis. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nisa Desiana
Date Deposited:	03 Aug 2026 04:36
Last Modified:	03 Aug 2026 04:36
URI:	http://repository.its.ac.id/id/eprint/141241

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