DAFTAR ISI

ABSTRAK ..................................................................................................

ABSTRACT ...............................................................................................

ii

KATA PENGANTAR ..................................................................................

iii

DAFTAR ISI ...............................................................................................

DAFTAR TABEL ........................................................................................

DAFTAR GAMBAR ....................................................................................

xi

DAFTAR LAMPIRAN .................................................................................

xii

BAB I PENDAHULUAN
I.1 Latar Belakang Masalah .............................................................

I-1

I.2 Identifikasi dan Perumusan Masalah ..........................................

I-4

I.3 Pembatasan Masalah dan Asumsi Penelitian .............................

I-4

I.4 Tujuan Penelitian .......................................................................

I-10

I.5 Manfaat Penelitian......................................................................

I-10

I.6 Metodologi Penelitian .................................................................

I-11

I.6.1 Penentuan Topik dan Objek Penelitian ...............................

I-11

I.6.2 Studi Pendahuluan .............................................................

I-11

I.6.3 Studi Literatur .....................................................................

I-13

I.6.4 Identifikasi dan Perumusan Masalah ..................................

I-13

I.6.5 Pembatasan Masalah, Penentuan Tujuan, dan

Manfaat Penelitian ..............................................................

I-13

I.6.6 Penyusunan Instrumen Awal Penelitian ..............................

I-14

I.6.2.2 Penentuan Sampel Penelitian ..................................

I-14

I.6.2.3 Penyusunan Kuesioner Pendahuluan ......................

I-14

I.6.2.4 Pengolahan Data Kuesioner Pendahuluan ..............

I-14

I.6.7 Penyusunan Instrumen Penelitian Utama ...........................

I-14

I.6.7.1 Penentuan Metodologi Conjoint Analysis .................

I-15

II.6.7.2 Perancangan Stimuli Terhadap Atribut Produk .......

I-15

I.6.7.3 Penentuan Model Dasar ..........................................

I-15

I.6.7.4 Penentuan Metode Presentasi ................................

I-15

I.6.7.5 Pembuatan Stimuli ...................................................

I-15

I.6.7.6 Pemilihan Cara Pengukuran Preferensi Konsumen .

I-15

I.6.7.7 Pembuatan Asumsi .................................................

I-15

I.6.7.8 Penyusunan Kuesioner Penelitian ...........................

I-16

I.6.7.9 Penentuan Atribut yang Berpengaruh Terhadap

Produk .....................................................................

I-16

I.6.8 Estimasi dan Evaluasi Model ..............................................

I-16

I.6.9 Interpretasi Hasil.................................................................

I-16

I.6.10 Validasi Hasil ....................................................................

1-16

I.6.11 Analisis dan Usulan Kombinasi Atribut .............................

I-16

I.6.12 Kesimpulan dan Saran ....................................................

I-17

I.7 Sistematika Penulisan ................................................................

I-17

BAB II LANDASAN TEORI

II.1 Perilaku Konsumen ...................................................................

II-1

II.2 Produk.......................................................................................

II-2

II.2.1 Klasifikasi Produk ..............................................................

II-3

II.2.2 Atribut Produk ....................................................................

II-5

II.3 Konsumen .................................................................................

II-7

II.3.1 Identifikasi Kebutuhan Konsumen .....................................

II-7

II.3.2 Keputusan Pembelian Konsumen ......................................

II-8

II.3.3 Hubungan Atribut Produk dengan Keputusan Pembelian

Konsumen .................................................................................

II-10

II.4 Pengumpulan Data....................................................................

II-10

II.4.1 Wawancara .......................................................................

II-11

II.4.2 Kuesioner ..........................................................................

II-11

II.4.3 Teknik Sampling ................................................................

II-12

II.4.4 Pengambilan Sampel.........................................................

II-14

II.4.5 Skala Pengukuran .............................................................

II-16

II.5 Cochran Q Test .........................................................................

II-19

II.6 Conjoint Analysis .......................................................................

II-20

II.6.1 Penentuan Tujuan .............................................................

II-21

II.6.2 Perancangan Conjoint Analysis .........................................

II-22

II.6.2.1 Pemilihan Metode Conjoint Analysis .......................

II-22

II.6.2.2 Choice-Based Conjoint (CBC) ................................

II-23

vi

II.6.2.3 Perancangan Stimuli ...............................................

II-25

II.6.2.4 Penentuan Bentuk Model Dasar .............................

II-27

II.6.2.5 Pemilihan Metode Presentasi .................................

II-28

II.6.2.6 Pembuatan Stimuli..................................................

II-30

II.6.3 Pengukuran Preferensi Konsumen ....................................

II-31

II.6.4 Asumsi-asumsi dari Conjoint Analysis ...............................

II-31

II.6.5 Estimasi Model Conjoint dan Pengukuran Ketepatan Model

...................................................................................................

II-32

II.6.5.1 Pemilihan Metode Estimasi .....................................

II-32

II.6.5.2 Perhitungan Nilai Utility ...........................................

II-32

II.6.5.3 Pendekatan Estimasi Bayesian ..........................

II-33

II.6.5.4 Estimasi Part-Worths ...........................................

II-33

II.6.5.5 Evaluasi Ketepatan Model (Goodness of Fit) ....

II-34

II.6.6 Validasi Hasil .....................................................................

II-35

II.6.7 Interpretasi Hasil................................................................

II-35

II.4 Korelasi .....................................................................................

II-36

II.4.1 Arah Korelasi .....................................................................

II-36

II.6.5.1 Positive Correlation .................................................

II-36

II.6.5.2 Negative Correlation ...............................................

II-36

II.6.5.3 Nihil Correlation ......................................................

II-37

II.6.3 Koefisien Korelasi ..............................................................

II-37

II.6.4 Jenis-jenis Nilai Korelasi ....................................................

II-37

II.6.5.1 Korelasi Pearson ....................................................

II-37

II.6.5.2 Korelasi Rank Spearman ........................................

II-37

II.6.5.3 Korelasi Kendalls Tau ............................................

II-37

BAB III PENGUMPULAN DAN PENGOLAHAN DATA

III.1 Deskripsi Produk Gaming Mouse ...........................................

III-1

III.2 Identifikasi Kebutuhan Konsumen ..........................................

III-2

III.3 Kuesioner Pendahuluan .........................................................

III-6

III.3.1 Pengolahan Atribut Awal dalam Kuesioner Pendahuluan .

III-7

III.3.2 Pengolahan Korelasi Tiap Atribut ..................................... III-12

III.4 Penentuan Level Atribut Produk Gaming Mouse .................... III-13
III.5 Pemilihan Metode Conjoint Analysis....................................... III-15

vii

III.6 Penentuan Bentuk Model Dasar ............................................. III-16

III.7 Pembentukan Metode Presentasi ........................................... III-17
III.8 Pembuatan Stimuli ................................................................. III-17
III.9 Pemilihan Cara Pengukuran Preferensi Responden ............... III-19
III.10 Pembuatan Asumsi ................................................................ III-19
III.11 Pengumpulan Data untuk Conjoint Analysis ........................... III-19
III.12 Evaluasi Ketepatan Model (Goodness of Fit).......................... III-20
III.13 Perhitungan Data Choice Based Conjoint............................... III-22
III.13.1 Perhitungan Data CBC menggunakan Counting Analysis III-21
III.13.2 Perhitungan Data CBC menggunakan Logit Analysis ..... III-22
III.14 Perhitungan Nilai Relative Importance Atribut Gaming Mouse

III-27

III.15 Interpretasi Hasil .................................................................... III-27

III.16 Validasi Hasil .......................................................................... III-29

BAB IV EVALUASI DAN REKOMENDASI

IV.1 Analisis Pemilihan Produk Gaming Mouse .............................

IV-1

IV.2 Analisis Profil Responden ......................................................

IV-3

IV.3 Analisis Pemilihan Atribut Gaming mouse ..............................

IV-5

IV.4 Analisis Korelasi Antar Atribut ................................................

IV-7

IV.5 Analisis Penentuan Level untuk Atribut Gaming mouse .........

IV-8

IV.6 Analisis Pemilihan Metode Conjoint analysis .......................... IV-12

IV.7 Analisis Perancangan Stimuli, Pemilihan Bentuk Model Dasar,
dan Pembentukan Metode Presentasi ................................... IV-13
IV.8 Analisis Pembuatan Stimuli untuk Produk Gaming mouse ..... IV-15
IV.9 Analisis Pemilihan Cara Pengukuran Preferensi Responden . IV-17
IV.10 Analisis Pengukuran Ketepatan Model pada Tingkat AggregateIV-18
IV.11 Analisis Estimasi Ketepatan Model menggunakan Counting
Analysis .................................................................................. IV-19
IV.12 Analisis Estimasi Ketepatan Model menggunakan Logit
Analysis .................................................................................. IV-21
IV.13 Analisis Estimasi pada Level Aggregate ................................. IV-23
IV.14 Analisis Usulan Kombinasi Atribut Produk Gaming mouse ..... IV-25
IV.15 Analisis Fixed Holdout Stimuli berdasarkan Kondisi Saat Ini .. IV-25
IV.16 Analisis Implementasi Usulan Kombinasi Atribut Produk

viii

Gaming mouse dengan Produk Gaming mouse yang Ada

Saat Ini ...................................................................................... IV-26
IV.17 Analisis Usulan Kombinasi Atribut Produk
Gaming mouse dengan Produk Gaming mouse yang Ada
Saat Ini ...................................................................................... IV-28
BAB V KESIMPULAN DAN SARAN
V.1 Kesimpulan ..........................................................................

V-1

V.2 Saran ...................................................................................

V-2

V.2.1 Saran Bagi Perancangan Produk Gaming Mouse ...........

V-2

V.2.2 Saran Bagi Perancangan Penelitian Selanjutnya ............

V-2

DAFTAR PUSTAKA
LAMPIRAN
RIWAYAT HIDUP PENULIS

ix