Sistem Pendukung Keputusan Pemilihan Smartphone bagi Mahasiswa dengan Menggunakan Analisis Preferensi Konjoin

Abstract

With the increasing number of smartphone types available, students are increasingly confused about choosing the right one for their needs. Instead of finding the ideal smartphone that can help them complete their work, they often end up adding to their workload due to online gaming or social media addiction. Therefore, an approach that can systematically and objectively accommodate multidimensional preferences is needed. This study aims to utilize a decision support system to determine the best smartphone choice for students using conjoint preference analysis. Data were collected from a number of students through a survey covering attributes and preference choices for various smartphone specifications. The conjoint preference analysis method was used because of its ability to evaluate the relative contribution of each attribute to user preferences, thus identifying the most preferred combination of attributes and the relative importance of each attribute. Conjoint preference analysis can also describe the nature or conditions of consumer preferences based on an analysis of consumer trade-offs across various product attributes [1], [2], [3], [4], [5]. The research results show that the most influential attributes in smartphone purchasing decisions are screen protectors and casings, followed by RAM size, brand, and price. This decision support system is able to recommend the smartphone type that best suits students' preferences based on the highest total utility value. This decision support system not only helps students make more rational decisions but also provides opportunities for manufacturers to tailor products to the needs of the student market segment. Thus, the implementation of conjoint preference analysis in a decision support system has proven effective in capturing the needs of users more deeply and manufacturers as product providers.