TURAHMAH, FADILLA (2011) ANALISIS PERSEPSI DAN PREFERENSI SISWA SERTA MASUKAN PENCITRAAN KEGIATAN PROMOSI UMB (STUDI KASUS KELAS REGULER S1 UNIVERSITAS MERCU BUANA JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study analysed to find out how consumer perceptions and preferences of the UMB University students and competitors. Using the method of multidimensional scaling that produces a map of perception can be viewed perception Mercu Buana university position which is between competitors Esa Unggul, Budi Luhur, and Trisakti. Student preferences will determine which will attributes be selected. Attributes of quality, integrity of the facilities, location, access to transport, the promotion and the prestige. This method is done by analyzing the inequalities of the partner universities according to student perceptions. To describe the preferences of consumers, conducted an analysis of college rankings based on attributes. The results of the analysis according to students who are interested and not interested in the UMB showed that they considered Mercu Buana with Esa Unggul. According to students who are interested, they like the attributes of college tuition, location, transportation access, and promotional activities with Mercu Buana. As for students who are not interested they just liked the promotional activities Mercu Buana. Keywords: perceptual, positioning, preference, perception map Studi ini melakukan analisis untuk mengetahui bagaimana persepsi dan preferensi konsumen yaitu siswa terhadap UMB dan perguruan tinggi kompetitornya. Dengan menggunakan metode multidimensional scaling yang menghasilkan peta persepsi maka dapat dilihat positioning Mercu Buana diantara perguruan tinggi pesaingnya yaitu Esa Unggul, Budi Luhur, dan Trisakti. Sedangkan preferensi siswa akan menentukan perguruan tinggi mana yang akan dipilih berdasarkan atribut perguruan tinggi yang menjadi pertimbangan diawal memilih perguruan tinggi. Atribut tersebut yaitu mutu, kelengkapan fasilitas, lokasi, akses transportasi, kegiatan promosi dan bergengsi. Metode ini dilakukan dengan menganalisis ketidaksamaan pasangan perguruan tinggi menurut persepsi siswa. Untuk menggambarkan preferensi konsumen, dilakukan analisis terhadap peringkat perguruan tinggi berdasarkan atributmya. Hasil analisis menurut siswa yang berminat dan tidak berminat terhadap UMB menunjukan mereka mempersepsikan Mercu Buana sama dengan Esa Unggul. Menurut siswa yang berminat mereka menyukai atribut biaya kuliah, lokasi, akses transportasi, dan kegiatan promosi dengan Mercu Buana. Sedangkan bagi siswa yang tidak berminat mereka hanya menyukai kegiatan promosi Mercu Buana. Kata kunci: persepsi, preferensi, positioning, peta persepsi .
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-053 |
| Call Number: | TM/51/12/008 |
| NIM/NIDN Creators: | 55108120147 |
| Uncontrolled Keywords: | Persepsi, prefensi, positioning, peta persepsi, MAGISTER MANAJEMEN, MPO, MANAJEMEN OPERASIONAL |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 27 Apr 2012 16:00 |
| Last Modified: | 13 Jul 2022 06:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/22034 |
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